The Work Place Partnership for Life Hospital Campaign Lora Smitherman Manager of Hospital Services

About Us Federally-designated organ procurement organization serving 7 million people in 78 counties of North Carolina and Danville, Virginia. Transplant Centers in our service area: Wake Forest University Baptist Medical Center Duke University Medical Center Vidant Medical Center University of North Carolina Health Care 107 referring community hospitals CDS Regional Offices: Greenville Durham Winston-Salem

Our Mission __________________ CDS maximizes the passing of the heroic gift of life from one human being to another through organ and tissue donation.

We Want & Can Do Better 2 nd Hospital Campaign – 9 hospitals enrolled including the North Carolina Hospital Association – 3 gold winners and 1 bronze winner – We can do better!!!! – Some issues identified Were not very successful working with hospital’s marketing departments Hospital felt the campaign was a bigger challenge than it really was – Bottom Line--our message needed to change

Our Marketing Plan We identified our hospital partners are: – Passionate – Competitive – Work very hard to raise awareness We then identified who is the driving force for creating a culture for donation within the hospital: – Nursing champions – Physician champions – Other “hands-on staff” – How can we reach them quickly as a group?

CDS DSA Action Team Very successful group—meets twice per year Represents our largest hospitals with the greatest donation potential Donation champions attend this meeting We had our November meeting this past Friday! – How convenient!

DSA Action Team Meeting Agenda 75% of the agenda focused on education Started with a presentation from one of the “gold” winners Transitioned to Shelly/Genna to share information on the new campaign Showed resources available on the websitewww.organdonor.gov – Don’t have to recreate the wheel – Very Easy to accumulate points – We are already doing this!! Presented the awards to the winners of the previous campaign Provided everyone with an enrollment form

Wake Forest Baptist Medical Center Novant Forsyth Medical Center Val Blue-Wake Forest Karen Norman-Novant Forsyth Lisa Edwards-CDS

“Most of the Time We Compete, but on This Issue We Lead Together” Wake Forest Baptist Medical Center and Novant Forsyth Medical Center 2 very large hospitals (1004 beds vs. 921 beds) on the same road separated by only 2 miles! The two largest employers in the area Once a year they combine efforts to raise awareness in the community they share via the Annual Donate Life Walk – Going on their 9 th year in this partnership

What is Different This Year? Focus on strategically increasing donor designation – By increasing participation in the event How? – Enlisted the help of one of the largest radio stations in the area Demographics of this station matches key decision makers in the home (Ex. Women 18-45yrs) Demographics of listeners match the areas we need to see growth in our state registry (Ex. Teens) – Mass advertisement Radio, TV, bill boards and Hospital’s intranets Will be able to track increase in donor designation on the state registry Scan box on the shirt to link to state registry

Questions & Answers

Organ & Tissue Donation: The Power to Save Lives