PowerPoint Presentation

Organ Donor Registration Campaign

Planning & Marketing Department

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22Campaign HighlightsTimeline: Dec. 1, 2012 Jan. 31, 2013Hartford 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 hospitals annual gala (Black & Red )Effective leveraging of social media as well as system relationships (Wellness at Westfarms) and the Connecticut Science Center to educateconsumers and engage new donors

2Reinforce the hospitals mission to serve the community and advance health care in Connecticut and the regionRegister 1,000 new organ donors by Jan. 31, 2013Motivate HH and HHC employees to register to become organ donors and to motivate their friends and families to do the sameEducate consumers and providers on the critical need for organ donation and motivate them to become organ donors and to advocate for organ donation

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Campaign Goals3Our 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 Audiences41,000new donors4Connecticuts donor designation share of individuals 18 and older is only 39% (50% is Donate Lifes 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 donationOpportunity in Connecticut * Donate Life America, National Donor Designation Report Card 2012 **International Journal of Health Services, Volume 38, Number 4, Pages 641652, 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, 2005Markets: Audience Insights5

39%61%42.7%53.3%5It is clear that promoting organ donation and altruistic behavior while encouraging action that is consistent with the patients 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 providersPCPs, OB-GYN, NursesMarkets: Audience Insights6Healthcare providers can play an integral role in increasing the number of organ donorsTwo factors underlie the organ shortage: a limited pool of eligible donors and difficulty converting eligible donors into actual donors. 6Can help dispel some of the myths surrounding organ donation and hospitals such as If I am an organ donor, the hospital staff wont work as hard to save my life so that they can use my organsOpportunity 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 audiencesHospital and health system employees and their families and friendsMarkets: Audience Insights7There 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

7Key talking points on organ donation18 people die every day waiting for a donorThere are more 110,000 people waiting for a donorOne donor can help up to 50 peopleOrgan donors give others a second chance; sharing donor and recipient storiesOrgan donors are LIFE SAVERS. Hartford Hospital honors donors through flag raisings and moreMessaging: What We Will Say8Donate Life.BecomeADonor.org

LIFE SAVER: Doug ZimmermanDoug 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: TacticsInternal & externalCommunicationsDonor registrationeventsPSAs

Social MediaOutdoorLive show with Fox TVPrintSurround target audience with clear messagingand deliver strong CTA: BecomeADonor.orgLanding Page BecomeADonor.orgTelevision (Golden Globes)Print: Strategically place Donate Life messaging in high readership publications with high frequency: Hartford Courant two weekly insertions from 12/2 to 1/27Hartford Business JournalHartford MagazineLife PublicationsConnecting in print with patient stories10

10Out-of-Home Marketing: Strategically place Donate Lifemessaging in heavily trafficked areas: Billboard location on 84W in HartfordBus billboards on public city buses throughout Hartford from 12/23 through 1/31Collateral and registration events at Westfarms Mall and Connecticut Science CenterConnecting with consumers on-the-go11

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 CTOnline banner ads on courant.com, ctnow.com, ct.com and mobile sites for FOX CT and WCCTBillboard on the Hart. Courant building for 18 daysTelethon broadcast from Black & Red Gala

Connecting with a media partner12

12Social Media CommunityCreate an online community where donor stories can be shared from 12/30 to 1/27Feature content specific to organ donation: success stories, stories of those waiting, myths associated with organ donationFeature easily accessed links to allow registrationConnecting where they connect13

13 Engage users online to help reach our goal of 1,000 NEW organ donorsDrive traffic to a mobile-friendly campaign landing page featuring a clear call-to-action to register to become an organ donorGeo-target specific characteristics & demographics via Facebook and online health content websites such as WebMDAllows us to track registrations on a weekly basis in addition to web traffic and click through rates

Connecting on the web14

14Special 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 outConnecting with our employees15

Live event with Fox to benefit HHs transplant program at the Black & Red featuring Earth, Wind & FireCreate kiosks for guests to register to become organ donors on site (iPads)Distribute green ribbons to attendeesCreate take-aways to promote BecomeADonor.org to share with family members and friendsConnecting LIVE @ the Black & Red16

16 UCONN Donate Life GameJan. 19, 2013 4 p.m. (XL Center)Branded BecomeADonor and Hartford Hospital signage, T-shirts and collateral at gameOpportunity to register 300 organ donorsDistribute collateral driving attendees to BecomeADonor.orgEngage attendees pre- and post- game via Facebook posts and donor community campaignConnecting at the XL Center17

1718Measures: Track, monitor and evaluate18

Number of new organ donor registrantsLevel of employee participationTraffic to landing pageSocial media engagementRatings for live show18Final Results19New Organ Donors1,240

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.19Overview of timeline20ActivityNovemberDecemberJanuaryEnvironmental Factors Influencing TimingHolidays and gift giving season. 1/5 - Black & Red Gala

UCONN Basketball Donate Life gameCommunications 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.2021

21Questions?

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