1. The Ohio State University Comprehensive Cancer Center and The James Cancer Hospital Partnering for our Patients
Good afternoon and thank you for allowing me to tell you a little bit about what Ohio State CCC did to partner with our hospital & physicians.

2. Building the Partnership
So prior to 2008, The OSUCCC and the James were set up as 2 separate entities with 2 distinct leaders. A single leader over the James and a single leader over the CCC. While each was deemed each other’s “deputy director” the reality was that we operated a CCC and a hospital separately. I tell you this because this is how we started the transformation to a true partnership between the hospital and the CCC.

3. Two Major Issues to Resolve
Getting the physicians and staff of The James Cancer Hospital to understand what a Comprehensive Cancer Center is
Educating physicians, scientists and staff of both organizations on what it means to be research organization first and a hospital second
So now under a single leadership model as the CEO of the James and the Director of the CCC, he set out on a mission of education all 2,500 employees. He spent the better part of a year going from group to group explaining how we differentiate ourselves from the surrounding community hospitals. We worked with marketing and developed a massive campaign around this topic. There wasn’t an employee in the place that walked away not understanding their new role and purpose no matter which part of the organization your formally fell into. No longer was the CCC the red-headed step sister – but now, together we were “the cancer program” At this time, we were just under 2 years away from our competitive submission of the CCSG and one of the goals was by the time of submission, to really increase our accruals to clinical trials. By the end, there wasn’t anyone that also didn’t understand what a Core Grant was – for when our submission time came and went, Dr. C went from meeting to meeting with the 1300 page grant in his hand and showed everyone. FROM 2003 – 2007 NO DISEASE TEAMS SO IT WAS A FREE FOR ALL
“I WANT A TRIAL OPENED AND IT WAS OPENED”
IT WAS NOT A GOOD ENVIRONMENT FOR OPENING TRIALS B/C THERE WAS NO TRUE PRIORITIZATION BY DISEASE SITE
DID WE HAVE THE RIGHT PATIENTS

4. Clinical Trials Campaign
Goal: Dramatically increase clinical trial awareness and participation at The OSUCCC - James
Objective: Increase clinical trial accruals 20% each year for the next two years
“2010 by the year 2010”
So as I said, we worked with Marketing to develop a campaign that focused on the issue. The campaign was entitled “2010 by 2010” – Our core grant was due on January 25, We had about 18 months to increase the awareness of all stakeholders regarding the importance and availability of cancer clinical trials

5. Three-Pronged Approach
Internal – CCC-James faculty and staff
Proactively engage faculty and staff in the campaign
Encourage staff to discuss and promote clinical trial participation with their patients
Patients and Family Members
Encourage patients and their families to ask their doctor about participating in a clinical trial
Referring Physicians
Increase awareness of new/open trials at The James
Increase patient referrals
The campaign was designed around a 3 pronged approach – target our own faculty and staff proactively and get them excited about the campaign. Get them talking with their patients
Target Patients & Family members - educate them and then empower them to talk to their clinical team about how they could participate in a clinical trial and finally, make sure our referring physicians are aware of all that we have going on here and how they can help their patients be part of a trial. Key point ws to let them know their patient would return to them once they finished the trial.

6. Target Audiences External referring physicians
Internal CCC-James staff
James physicians
The goal here was to educate everyone that came in contact with the patients and their families.
Patients and Families

7. Internal – CCC-James faculty and staff “2010 by 2010”
All physician and staff training sessions
James new employee orientation
Monthly updates (Cancer Connection)
Messaging from Caligiuri
How did we do it: the CEO and the AD for Clinical Research met with every physician and every nurse to explain the mission, every new employee that walked in the door heard it at orientation; our monthly newsletters “Cancer Connection” focused on a major issue every month and everyone in the organization received a copy;

8. Ask your doctor about clinical trials
Physician & Staff Talking Points
Clinical trials are vital to improving how we treat cancer patients
Clinical trials can provide patients with access to the most advanced treatments
The James is one of the country’s leaders in providing access to new clinical trials
Patients and family members should ask their doctor about clinical trials at The James
They made sure they really understood what it meant to participate in clinical trials. Once they were educated they felt more comfortable talking to their patients about why clinical trials are important. Everyone was given a button to put on their white coat to remind themselves to talk about clinical trials but also to let the patients and families be comfortable asking about them.

9. Patients and Families Clinical Trials Brochure
Fact sheet in new patient packets
Clinical trials testimonial posters Link to patient stories on cancer.osu.edu
Clinical trials video and welcome video on lobby kiosk and in patient rooms
Emerging Med phone calls (Melanoma)
As part of the campaign, brochures were developed and placed in every clinic. We sent information on CT’s in the new patient packets we had life sized posters made and scattered them about the hospital and clinics. There were videos that played in patient rooms and in the lobbies

10. Patients and Families Overview information about clinical trials
New Patient Brochure
Overview information about clinical trials
Why The James
How to search for trials
Contact information
This is an example of a brochure that went in the new patient packet . The idea being to get them the information in advance of appoint and come in with questions for their clinical team.

11. Patients and Families Testimonials will focus on reasons people participate
Clinical Trials
“Ask Your Doctor”
Advanced Treatment
“I wanted the most advanced treatment available”
Prevention
“I don’t want to get cancer”
Altruism
“This is my chance to do the right thing”
To Save My Life
“It was my last hope”
Family
“I did it so my daughters would benefit”
Once patients were enrolled onto clinical trials, we work with the physicians to approach the patients about the possibility of helping us with the campaign. We had many people volunteer to be part of the campaign and their messages were clear – they wanted to help themselves as well as the next generation

12. Patients and Families James clinical trial patients
Testimonial Posters
James clinical trial patients
Display posters in lobbies and reception areas
Patient stories on
Call to action: Ask Your Doctor About Clinical Trials
We then began to interview real patients and testimonial posters (such as these) were created and placed in the lobbies and reception areas; they were also placed on our website

13. Lobby Banners “I participated in a clinical
Trial at The James so I could keep living an active life”

14. Lobby Banners
“I participated in a clinical trial at The James so I could continue to cheer for the Buckeyes! GO BUCKS!”

16. Patients and Families Informational videos Available on cancer.osu.edu
Clinical Trial Videos
Informational videos
Available on cancer.osu.edu
Played in the James lobby and, other waiting areas
Continuously looped on a dedicated hospital cable channel
In addition to those testimonials, we also did a video series that continuously played in our lobby and waiting areas and were continuously looped in the patients rooms

17. Referring Physicians
Expansion of clinical trial listings in marketing materials
Monthly blast to referring physicians and cancer colleagues
Provide information on open clinical trials at CCC meetings
The third part of the campaign focused on referring physicians – our AD of clinical research as well as our Community Relations Liason visited the community physicians and we held informational sessions on campus for them to attend to learn more about clinical trials and the James and why they are so important. Key message was that once done with the clinical trial, patients return to the community

18. Referring Physicians Highlight Open Clinical Trials
In addition, we added mailings and blasts weekly giving the providers more information about what studies we had open and then to highlight new studies that opened that week

19. Next Steps Implemented disease teams
Empower disease teams to manage their own portfolios (protocol prioritization)
Continue with physician and staff training
Grand Rounds focusing on clinical research
Ohio Cancer Clinical Trial Legislation
RESEARCH FIRST
Messaging from the top was really Key – We formed Disease Teams which of course had growing pains however, they were empowered to manage their own portfolios; keep the training going (physician to physician and staff to staff) given the constant new arrivals of physicians as well as staff; ensure that some of our grant rounds speakers are presenting on clinical research; and then one of the most important things was to work with govt relations team to enact the Ohio Cancer Clinical trial legislation so that it was easier for

20. Thank You
To learn more about Ohio State’s cancer program, please visit cancer.osu.edu or follow us in social media: