WPFL Learning Series Webinar Hospital Campaign Best Practices Gaining Commitment: From year one to year two Donor Alliance & Swedish Medical Center September 18, 2013

Introductions Jennifer Moe, Communications Outreach Coordinator, Donor Alliance – Former Director of Communications/PR for seven years – Moved into Community Relations role charged with running Hospital WPFL program in CO & WY – Have worked in organ and tissue donation industry (starting at PR firm that represented Donor Alliance) since 2003

Introductions Nicole Williams, Assistant Vice President of Marketing & PR, Swedish Medical Center – Spent the first 10 years of career as a reporter/anchor for television news – Served as the PIO for Utah's Division of Public Safety and Homeland Security – Was the Community Relations Coordinator at DA for two years – Has been at Swedish Medical Center for two years

Campaign year one: 2012 Donor Alliance had WPFL Leadership presence Built Tool Kit based on HRSA criteria – Web banners, social media icons and messaging, guidelines, logos, donor family stories, the flag raising program & more Ran into road block prior to sending letter to Colorado Hospital Association to get out to hospital CEOs OPO management wanted to utilize staff efforts to urge compliance and timely referrals, rather than drive registrants (already at a 67% DDR) Hospital Development was on board but learned we need full OPO support to be successful Challenge was trying to integrate a not fully supported campaign

The Catalyst for Change OPO Saw one of our largest donor hospitals taking charge with big results Re-pitched the idea to upper management Access to “new” role with specific goal to run program Framework already in place SMC Moved into AVP role at SMC Had passion on topic and access to upper level management to gain support Spearheaded campaign internally with little to no push back

Campaign year two: 2013 We needed to get on board with rest of country Instituted survey to all PIOs end of January 2013 Didn’t start big, but first move was to engage the Colorado Hospital Association Built solid relationship with VP of Communications Made simple ask: May we provide you with information to supply to your list of all Hospital Public Information Officers (PIOs)

The 2013 campaign: Timeline January 30: Issued role introduction with link to survey March 6: CHA sends to nearly 150 PIOs at all CO hospitals (even rural) March 28: Forms begin to come in and follow up link provided April 1: Called those who signed up to check on status and ask to send photos and reports of activity

The Survey

Role of the Hospital The MISSION of Swedish Medical Center is to provide compassionate, high-quality patient care that meets the caring and cost effective expectations of our patients, physicians, employees and volunteers, and to preserve and strengthen the Swedish tradition of community service.

Role of the Hospital Tender topic - Not all healthcare providers support donation - Not all healthcare providers agree with brain death Families extremely appreciative - Felt a sense of caring from hospital staff Staff morale increased - Closure for care teams Low to no cost to facility Drives Social Media interaction

Role of the Hospital Conducted Grand Rounds which included Dr. Mary Warner, the Medical Director of the ICU Presented grand rounds to Physicians and clinical staff with a recipient to tell her story 4/2: Held Donate Life education coffee carts for the ICUs and the ED with a donor family present 4/11: Participated in the 9news Health Fair along side chaplains/end of life planning booth; HD handed out over 100 pamphlets about donation Held a DDR in cafeteria during lunch hour on 4/11 Flew the Donate Life Flag all month – ongoing flag program year-round since 2012 Promoted donation on our Web site, through Social Media and intranet

Role of the Hospital DA is a great resource for any and all items we ‘re- purposed’ – the process was very turnkey with the WPFL packet Donor families are eager to participate – let them, their stories and emotions are contagious and getting them an audience in the hospital does more than any other thing you do The cost of a house flag is less than $20; the impact it has on the family who just lost someone in your care is immeasurable

The 2013 campaign: Changes What was done from year one to year two? 1.Decided as whole OPO to support campaign from C-suite, down 2.Had dedicated position working on building connection with CHA and PIOs 3.Giving hospitals what they asked for 4.Regular and relevant communication

The 2013 campaign: Outcomes

The campaign: Materials

Key Take Aways: What worked in CO 1.Enlist top level support in OPO, involve Hospital Associations early and give them something to do 2.Find a good “list” to reach out to state-wide PIOs at once 3.Ask your hospitals “what they want” 4.Engage C-suite level or Marketing representatives within hospital to have best impact with buy-in and implementation (Donor Resource Teams are passionate but likely don’t have power to make true change) 5.Flag ceremonies proven very successful among families 6.How to “sell these ideas” to other hospitals What do YOU see as most valuable “tools and tactics” we can learn from your hospitals and OPO programs to make our Phase III even better?

Thank you! Jennifer Moe Communications Outreach Coordinator Donor Alliance Nicole Williams Assistant Vice President of Marketing & PR Swedish Medical Center