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Growing Your Hospital Drive!. Andrea Johnson Community 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 - PowerPoint PPT Presentation
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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
The University of Texas M. D. AndersonCancer Center
Blood Bank
