Growing Your Hospital Drive!

Growing Your Hospital Drive!

Andrea JohnsonCommunity

Representative

aka “The Blood Lady” or “The Goddess of

Bloodletting”

What a Hospital is Really Like

Think Outside the ER Favorite shows: ER, House,

Grey’s Anatomy, Miami Medical, Trauma, HawthoRNe, Chicago Hope We love them all and they are so

true to real hospital operations! Not!

I will give you a real insiders view to working your hospital blood drive

Lots of donors in one large place! Captive audience

Thousands of employees (17,000 at MDACC), patient

families & volunteers They understand patient needs They import blood all the time

They get it……..RIGHT??

Low Hanging Fruit, right?

Not always……. Hospital employees are just like

everyone else Busy, over worked, under paid, under

appreciated They already save lives Under advertised/over messaged Typical blood donor fears Ignorant of their hospitals blood

needs Not enough time, drive not close

enough Economic struggles CP’s that don’t care

MDACC Summer Example

608 employees donated in 2006 = 3.8%

Our employee donor base averaged one donation per year

Most employees didn’t know we had 3 donors centers within walking distance

45% of our employees only donated during blood drives held in common areas throughout the hospital

Are you kidding me????

Why focus on hospitals ? I should be planting

seeds at a large business or church

They are a large business! Multiple buildings Will host at least four drives per

year Can be booked in critical times They use blood and can always be

coerced, I mean convinced

Where do we start? Research Develop a plan to meet your

needs Develop a plan to meet

their needs Planning session with CP Implement & Track Celebrate meeting your

goals!

Research Every hospital has its own

culture to cultivate MD Anderson Cancer Center Texas Medical Center – just a few……Memorial Hermann HospitalTexas Children’s HospitalVeteran’s Affairs HospitalSt. Luke’s Episcopal HospitalShriner’s Orthopedic Hospital

Common Ground Mission, Vision, Values Patient-centric message Executive support Include internal

communications department MDACC disclaimer!

Plan for Weather Changes

Pre-plan Spend the time to get it

right Ask questions Research online and walking

the halls Look at MDACC website

Online You Should Find….

Number of sites Type of patient they serve Mission, Vision, Values Slim idea of culture Publications & social media utilized Example: M. D. Anderson employs more than

17,000 people, including nearly 1,400 faculty members. With faculty and staff working in more than 25 buildings in Houston and Central Texas, M. D. Anderson is one of the largest cancer centers in the world.

Basic Questions to Ask

How many employees? Clinical Non-clinical

How many buildings/sites? What is the past history, problems you

may not be aware? What forms of advertising/internal

marketing do they currently use? Do you have a strong volunteer

department? Are they open to new ideas?

Basic Info to Have Ready

How much blood they have imported from you in the last three years

How much you have collected from them in the last three years

Any special incentive program offered to hospitals…. Ex. paying bills on time

Materials you can offer Observations you have made

Develop a Growth Plan to Meet Your

Needs Critical months to make

goal More sites=more

drives=more units One large hospital drive =

two or three less smaller drives, more efficient

Develop a Growth Plan to Meet Their

Needs WIFM More sites=more

drives=more units for their patients

Allows non-clinical employees to participate in patient care

Meets their core values

Cultivating Session with Chairperson

Be Creative Consider a campaign – hospitals love them

Catchy slogan Outside the Box Thinking Strategy Get Some Help Promote! Promote! Promote!

Get Some Help Planting More Seeds Form a committee Utilize volunteer dept.

They can assist with waiting rooms/family members

Internal communications External communications Find out what other recruiters do

at other hospitals

Outside the Box Thinking

WHAT HAS

ALWAYS BEEN

DONE

Expand on their mission, vision, values

Tailor your ideas and materials to fit their culture

Focus on departments not just the hospital

as a whole

Don’t forget anyoneExplore all

options for

promotions

Ask as many

people as possible to

donate blood

Be willing to do whatever it takes

Find out facts

about where

the blood

goes at their

hospital

Planting the Seeds Drops/Blitzes / face- to- face Signage

Posters / Tabletops / Banners E-mail blasts Intranet / Hospital TV slides/Video Managers Forum/Meetings Speakers Bureaus Publications – online & print Sign Up Tables Social media (Facebook, Twitter,

Yammer)

Implement & Track

Develop a timeline/outline for CP

Make it as easy as possible for the CP

Praise and Thank ahead of time

Keep the CP informed Visit the drive and provide

feedback Provide drive data quickly

Tracking ExampleFrequency - May - Sep 2007

1037

791

19737 8 2 1 1

0

200

400

600

800

1000

1200

TotalDonors

One Two Three Four Five Six Seven

Celebrate Meeting Your Goals!

Enjoy the fruits of your labor!

Open Forum

Passing out the CD’s with form

Go Get ‘Em!Andrea Johnson713-794-1362

asjohnso@mdanderson.org

The University of Texas M. D. AndersonCancer Center

Blood Bank