Organ Donor Registration Campaign Planning & Marketing Department
2 2 Campaign Highlights Timeline: Dec. 1, 2012 – Jan. 31, 2013 Hartford Hospital developed an innovative public relations campaign to raise awareness of the importance of organ donation; Successful partnership with with CT1 Media on a cross-platform campaign -- television, print, online and out-of-home that included the first- ever live television broadcast of the hospital’s annual gala (Black & Red ) Effective leveraging of social media as well as system relationships (Wellness at Westfarms) and the Connecticut Science Center to educate consumers and engage new donors
Reinforce the hospital’s mission to serve the community and advance health care in Connecticut and the region Register 1,000 new organ donors by Jan. 31, 2013 Motivate HH and HHC employees to register to become organ donors and to motivate their friends and families to do the same Educate consumers and providers on the critical need for organ donation and motivate them to become organ donors and to advocate for organ donation 3 3 Campaign Goals
Our Staff, including Hartford Hospital and Hartford HealthCare employees Consumers and Community Members, who may not be aware of the need for donors or have been influenced by the inaccurate myths and misconceptions surrounding organ and tissue donation Healthcare providers, including physicians, nurses and mid-level who can help educate on the value and importance of organ donation Markets: Our Top Three Audiences 4 1,000 new donors
Connecticut’s donor designation share of individuals 18 and older is only 39% (50% is Donate Life’s goal for each state) Roughly 20 percent of people over the age of 65 mistakenly think they are too old to donate an organ, while nearly 12 percent believe they are too old to receive one *** Our goal is to raise awareness of the critical need for organ donors and help dispel myths regarding organ donation Opportunity in Connecticut * Donate Life America, National Donor Designation Report Card 2012 **International Journal of Health Services, Volume 38, Number 4, Pages 641–652, 2008 Insurance Status of U.S. Organ Donors and Transplant Recipients: The Uninsured Give, But Rarely Receive Herring, Woolhandler, and Himmelstein ***National Survey of Organ and Tissue Donation Attitudes and Behaviors, conducted by The Gallup Organization, 2005 Markets: Audience Insights 5 39% 61% 42.7% 53.3%
It is clear that promoting organ donation and altruistic behavior while encouraging action that is consistent with the patient’s worldview is an integral part of health promotion. Ambulatory setting may be particularly well suited for discussions about organ donation because people under the age of 50, who comprise over a third of deceased organ donors, utilize ambulatory services at disproportionately high rates.* * Thornton et al. Healthcare providers PCPs, OB-GYN, Nurses Markets: Audience Insights 6 Healthcare providers can play an integral role in increasing the number of organ donors Two factors underlie the organ shortage: a limited pool of eligible donors and difficulty converting eligible donors into actual donors.
Can help dispel some of the myths surrounding organ donation and hospitals such as “ If I am an organ donor, the hospital staff won’t work as hard to save my life so that they can use my organs” Opportunity to target these internal audiences to both register themselves for organ donation and help educate and motivate their family members and friends to do the same Internal audiences Hospital and health system employees and their families and friends Markets: Audience Insights 7 There is tremendous opportunity to engage tens of thousands of HH and HHC employees and their families and friends to become donors and to advocate for organ donation
Key talking points on organ donation 18 people die every day waiting for a donor There are more 110,000 people waiting for a donor One donor can help up to 50 people Organ donors give others a second chance; sharing donor and recipient stories Organ donors are LIFE SAVERS. Hartford Hospital honors donors through flag raisings and more Messaging: What We Will Say 8 Donate Life. BecomeADonor.org LIFE SAVER: Doug Zimmerman Doug Zimmerman was a registered organ donor. After his death in 2010, his last act was to give the gift of sight and healing to others with the tissues he donated. Hartford Hospital honored Doug during a flag raising ceremony with his wife and parents on the day Doug passed away.
Methodology: Tactics Internal & external Communications Internal & external Communications Donor registration events Donor registration events PSAs Social Media Outdoor Live show with Fox TV Print Surround target audience with clear messaging and deliver strong CTA: BecomeADonor.org Surround target audience with clear messaging and deliver strong CTA: BecomeADonor.org Landing Page BecomeADonor.org Landing Page BecomeADonor.org Television (Golden Globes)
Print: Strategically place Donate Life messaging in high readership publications with high frequency: Hartford Courant – two weekly insertions from 12/2 to 1/27 Hartford Business Journal Hartford Magazine Life Publications Connecting in print with patient stories 10
Out-of-Home Marketing: Strategically place Donate Life messaging in heavily trafficked areas: Billboard location on 84W in Hartford Bus billboards on public city buses throughout Hartford from 12/23 through 1/31 Collateral and registration events at Westfarms Mall and Connecticut Science Center Connecting with consumers on-the-go 11
Integrated Marketing with CT1 Media: Vendor sponsorship of the Black & Red Gala provides increased visibility: Additional print ads in the Hartford Courant and Hartford Magazine 15-second PSAs on FOX CT Online banner ads on courant.com, ctnow.com, ct.com and mobile sites for FOX CT and WCCT Billboard on the Hart. Courant building for 18 days Telethon broadcast from Black & Red Gala Connecting with a media partner 12
Social Media Community Create an online community where donor stories can be shared from 12/30 to 1/27 Feature content specific to organ donation: success stories, stories of those waiting, myths associated with organ donation Feature easily accessed links to allow registration Connecting where they connect 13
Engage users online to help reach our goal of 1,000 NEW organ donors Drive traffic to a mobile-friendly campaign landing page featuring a clear call-to-action to register to become an organ donor Geo-target specific characteristics & demographics via Facebook and online health content websites such as WebMD Allows us to track registrations on a weekly basis in addition to web traffic and click through rates Connecting on the web 14
Special events, Facebook posts, onsite collateral, and more! Engage both HH and HHC employees online, Rxtra, Network News, e-newsletters, special events and collateral to motivate them to become organ donors Employee engagement tactics Facebook and other social media posts to share out Connecting with our employees 15
Live event with Fox to benefit HH’s transplant program at the Black & Red featuring Earth, Wind & Fire Create kiosks for guests to register to become organ donors on site (iPads) Distribute green ribbons to attendees Create take-aways to promote BecomeADonor.org to share with family members and friends Connecting LIVE @ the Black & Red 16
UCONN Donate Life Game Jan. 19, 2013 – 4 p.m. (XL Center) Branded BecomeADonor and Hartford Hospital signage, T-shirts and collateral at game Opportunity to register 300 organ donors Distribute collateral driving attendees to BecomeADonor.org Engage attendees pre- and post- game via Facebook posts and donor community campaign Connecting at the XL Center 17
18 Measures: Track, monitor and evaluate 18 Number of new organ donor registrants Level of employee participation Traffic to landing page Social media engagement Ratings for live show
Final Results 19 New Organ Donors 1,240 Registered 1,240 new donors – 25% OVER the goal and nearly 10 times the amount of donors registered during the same time period in 2011-2012 Increased average reach of the Hartford Hospital Facebook page by 721% and created a record amount of interaction with the page including post comments and shares. Increased “likes” of the Hartford Hospital Facebook page by 762 people Over 2,000 visitors to BecomeADonor.org landing page with 479 people “liking” the page via an integrated Facebook icon.
Overview of timeline 20 ActivityNovemberDecemberJanuary Environmental Factors Influencing Timing Holidays and gift giving season. 1/5 - Black & Red Gala UCONN Basketball Donate Life game Communications Plan: Finalize recommendations/budget/schedule and develop supporting integrated media, public relations and social media plan. Creative Development/Production: Based on finalized marketing plan, develop all creative for all patient and employee tactics. Consumer Tactics: Launch campaign. Internal Tactics: Launch campaign.