Workplace Partnership for Life Learning Series Webinar Hospital Campaign Orientation/Refresher Wednesday, November 5, :00 – 4:00 p.m.

Agenda Welcome and Introductions Mary Ganikos, Division of Transplantation, HSB, HRSA Rita Maldonado, Division of Transplantation, HSB, HRSA Venus Walker, Division of Transplantation, HSB, HRSA Hospital Campaign Overview Mary Ganikos, Division of Transplantation, HSB, HRSA Getting Started/Creating a Team Kellie Wier, RN, Director of Hospital Development, Mississippi Organ Recovery Agency (MORA) Shawn Rossi, Vice President for Marketing and Public Relations, Mississippi Hospital Association Using Hospital Campaign Resources/ Campaign Best Practices Genna Cavanaugh and Shelly Morningstar, Akoya Open Mic/Q&A

Hospital Campaign Support Team Akoya – Genna Cavanaugh – Shelly Morningstar – Bette Hughes Provide support to HRSA’s Workplace Partnership for Life – Monthly “News & Updates” e-newsletter – Development of campaigns such as Hospital Campaign – Materials for toolkits, webinars, and related efforts – Campaign coaching calls – Management of and correspondence at

Where is HRSA/DoT Within the Federal Government? U.S. Department of Health & Human Services (ACF, ACL, AHRQ, ATSDR, CDC, CMS, FDA, HRSA, IHS, NIH, SAMHSA) Health Resources & Services Administration Healthcare Systems Bureau Division of Transplantation Organ, Tissue, and Blood Stem Cell Donation Branch

What is the Division of Transplantation? An entity within HRSA’s Healthcare Systems Bureau with oversight responsibility for: Organ Donation and Transplantation Program National Blood Stem Cell Transplant Program

DoT’s Organ Transplant Functions Provide support for and oversight of the U.S. transplant system to promote evidenced-based organ allocation policies and systems. Increase Organ Donation Grants Contracts Special Projects

Workplace Partnership for Life Involve organizations in educating staff and communities about the need for donation Encouraging individual commitments to become donors Workplace Partners – 18 charter partners at the 2001 launch – Currently more than 10,000 WPFL Campaigns – Take 5, Save Lives – Campus Campaign – Hospital Campaign

Hospital Campaign History 2008 – Donate Life Louisiana Hospital Campaign Partnership: Louisiana Hospital Association and LOPA, the Louisiana Organ Procurement Agency Vision: Create a campaign that every hospital, regardless of size or type, could implement, to increase the registry list while educating communities – Launched at the 2008 LHA Summer Conference – LOPA contacted HRSA in late summer '08 to help support the effort; HRSA participated at the first launch event in early 2009 – Over 55 hospitals actively participated, representing more than 80% of Louisiana hospitals; each hospital set a registry goal First goal: To increase the Donate Life Louisiana Registry by 10% or 160,676 new registrations by the end of 2009 – The campaign reached this goal in just five months by early August, 2009 Second goal: To add 100,000 additional donors by June 2010 – The campaign met and exceeded the second goal with a total of 262,000 new registrations added; measurement was tracked by using hospital-coded paper registry forms 2011 – HRSA launches WPFL National Hospital Campaign

Hospital Campaign Leadership Team Ken Alexander VP, Quality & Regulatory Activities Louisiana Hospital Association Cathi Arends Director of Hospital and Donor Family Services Life Connection of Ohio Christy Bethel Donation Development Coordinator OneLegacy Karan Collins Director of Hospital Development Donor Alliance (AOPO HD Council Co-Chair) Lauren Fitting Community Outreach/Partnership Coordinator Lifeline of Ohio Todd Franzen Community Education Coordinator Gift of Life Donor Program Deborah Gibbs Public Relations Manager LifeShare of the Carolinas Kirsten Heintz Director of Communications Louisiana Organ Procurement Agency Jenny Miller Jones Director of Education Kentucky Organ Donor Affiliates Becky Gertsch Director of Hospital Development Arkansas Regional Organ Recovery Agency Patty Ladegaard Program Coordinator Donate Life California Katy Smith Director of Marketing and Communications Lifeshare of Oklahoma Yoli Montemayor Regional Manager Texas Organ Sharing Alliance Josh Muller Manager of Communications Gift of Hope Kelly Thompson Executive Policy and Privacy Officer The PA eHealth Partnership Authority Diana Westbrook Editor UNOS Charlene Zettel President/CEO Donate Life California

Phase IV Goals Increase donor registrations by 100,000 Engage and enroll additional hospitals, transplant centers, hospital associations, and DLAs Support all enrollees in participating, expanding activities, and earning recognition “Institutionalize” donation promotion as a routine and customary practice for all partners

Phase IV Timeline

Hospital Campaign National Partners American Hospital Association American Society of Transplantation American Society of Transplant Surgeons Association for Multicultural Affairs in Transplantation Association of Organ Procurement Organizations Donate Life America Donation and Transplantation Community of Practice International Transplant Nurses Society NATCO, The Organization for Transplant Professionals Organ Donation and Transplantation Alliance United Network for Organ Sharing

National Partner Commitments PROMOTE the campaign through standard member communications channels SHARE the updated Phase IV campaign resources by posting or linking to the Hospital Campaign webpage ACKNOWLEDGE in various ways those who are recognized for their efforts in the Campaign Challenge

Enroll in the Hospital Campaign Enroll in the Hospital Campaign at: Join WPFL e-news list— request to:

Getting Started/Creating a Team Kellie Wier – RN, Director of Hospital Development, Mississippi Organ Recovery Agency (MORA) Shawn Rossi – Vice President for Marketing and Public Relations, Mississippi Hospital Association

Getting Started Secure high-level support within your organization Enroll in the challenge Establish your campaign team Schedule a coaching call Develop a campaign plan and timeline Set enrollment, participation, and registry goals

Creating a Team Recruiting strong Hospital Campaign teams Hospital partners – Donation champions/key hospital leaders – Donation Advisory Council members – PR, education and marketing staff – Human Resources, community health educators OPO/DLA partners – OPO Hospital Development and Public Relations staff – DLA Public Education/Community Relations staff – Eye and Tissue Bank team members Hospital Association partners – Quality Improvement staff – Communications/Marketing directors Community partners – Blood and eye banks – Community health centers – Media

Creating a Team Collaborating for campaign success Communicate and localize the message Share the goal Host Campaign launch and recognition events Emphasize benefits for all partners – Recognition and increased registrations help save more lives

Creating a Team Managing your team Build enthusiasm and excitement Provide short presentations/effective questions Identify next steps and delegate Set a regular schedule of team meetings Value, recognize, and reward participation

Using Hospital Campaign Resources/ Campaign Best Practices Genna Cavanaugh and Shelly Morningstar, Akoya

Using Hospital Campaign Resources Scorecard – Going for GOLD Enrolled hospitals earn recognition through actions More than 40 suggested donor registration activities to earn points Campaign Scorecard for recording actions Scorecard Phase IV.pdf

Using Hospital Campaign Resources Toolkit – Campaign materials and templates Communications materials on HRSA website Guide and Scorecard Coming soon in Spanish Toolkit badge icon Link for partner websites Learning Series webinars Campaign coaching

Using Hospital Campaign Resources Paths to Recognition – effective activities promote achievements Send an blast from your CEO announcing the Campaign Make presentations at departmental and physician meetings Include articles in employee and community newsletters Post a web banner with link to DLL registry

Using Hospital Campaign Resources Leveraging national observances and calendar of events Schedule monthly donor designation drives/events Coordinate registry drives with community health outreach events Feature weekly/monthly blasts with Hospital Campaign updates Involve local media partners Spread the opportunity: enroll partners in the Campaign

Campaign Best Practices Collaboration, engagement, communications Collaboration between all participants −Hospitals −Hospital Associations −Donation Organizations Dual campaign support from hospital team members −Development −Public Relations/Marketing Community engagement included Internal/external communications drive all messages to state donor registry

Campaign Best Practices Specific participation, registry goals – and tracking methods Stress the importance of donation/registry enrollment Set and share Hospital Challenge goal Share and replicate successes

Open Mic Q&A Discussion and Q&A

THANK YOU! Join Us for Our Next Webinar Learning Series Webinar Wednesday, January 21, :00 – 3:00 p.m. Happy Holidays!