pfac marketing and recruitment team strategies (siegel ... · method that encourages patient/family...
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Dana-Farber’s PFAC Marketing and Recruitment Team:
Strategies That Enhance Collaboration and Promote Patient and Family Engagement
A presentation by Renee Siegel, MSW, LCSW, Program Manager, PFAC
Deanna Abrams, Parent, Co-Chair, Pediatric PFAC
Today’s Session: What to Expect
Understand background and context
Learn how to develop a project management
method that encourages patient/family engagement
Review annual marketing and recruitment methods
Discuss outcomes, successes, lessons-learned,
and next steps
Overview of Dana-Farber’s PFACs
Diversity of professional experience
3,000+ volunteer
hours
Co-Chairs Dedicated
Partnership
Parents & Caregivers
Thought leaders
Bereaved caregivers
Sharing perspectives
Passionate advocates
Patient voice
15-20 members
Background and context • Dana-Farber’s PFACs were first established in the
1990’s• PFAC members participated on Dana-Farber led
committees • PFAC’s reputation, credibility, and maturity continued to
grow • Dana-Farber transitioned to more of a project culture
(2011-2014)• Demographics of PFAC evolved and 90% of our Council
members worked full-time outside of their volunteer role (less flexibility for committees)
Background and context
• Completed an assessment in 2015 • Conducted 1:1 interviews with staff, leadership, and
clinicians
• The assessment led to three conclusions:ØThere was limited awareness of PFACs role and how
and when to engage membersØStaff mostly heard about PFAC through word of
mouthØThere was limited marketing about PFAC
An idea to create a PFAC marketing team…
Developed the team infrastructure • Determine and engage key stakeholders• Determine project manager and roles of each member• Establish a platform and schedule for the team to meet• Establish a project plan for tracking and accountability
Answered key questions • What is the mission?• Who is the audience?• What are our goals, objectives, and timelines?• How do we ensure the project team is patient and family • driven?
1. Understood our stakeholders
Director and Associate Director of Content/Creative Services (2)
Adult PFAC Members (5)
Project Manager (1)
Pediatric PFAC Members (3)
2. Set up a format that would guarantee participation
Given the group consisted of patients, caregivers, and DFCI partners we wanted the schedule and platform to be as flexible as possible
We established bi-weekly 30 minute phone calls, which members were not required to RSVP or attend every meeting
The agenda for each call is pulled directly from the project plan and participants are assigned updates
PFAC members’ ideas are always considered and they given the necessary staff support, resources, and connections to be successful
3. Followed the mission of PFAC• To help disseminate information and implement services
that affect our patients and their families. • To support patients and their families becoming informed
advocates for their care.
• To offer a patient and family voice. • To initiate ideas for policies, programs, projects, and
services within the patient care environment.• To provide ongoing opportunities to hear the voices,
experiences, and perspectives of patients and families.
4. Developed a project plan
First project plan (2015)GOALS1. Internal audience (patients and staff):
– Educate staff about goals and mission of
councils
– Educate staff about how to seek guidance
from the councils
– Help key staff recruit patients and family
members to serve on councils
2. External audience: – Position Dana-Farber as leader in
patient/family centered care
– Voice of the patient heard and respected
throughout organization
– Recruit patients and family members to
serve on council
Tool Description Responsible party Status, Timing
Notes
PPT
deck
Create template
presentation to
present at key staff
meetings
Communications Complete PFAC now
owns this, can
update as
needed
One-
pager
One-page summary
that outlines how
to request
guidance from
PFAC
Communications Complete Renee prints
out as needed
ITI Partnering with
PFAC, with box on
how to request
guidance from
PFAC
Communications Complete
Digital
sign
We’re here for you Communications Complete Sign educates
staff on how
PFAC can help.
Run on staff
screens only.
5. Determined marketing methods
External Marketing and
Recruitment
Blog posts
Update external
website and include bios
Targetedrecruitment messaging
Attend conferences
Social media
External publications
Internal Marketing
Presentations to managers,
providers, disease centers
Promotional materials (one-
pager, notecard)
Networking (inviting staff
to observe PFAC meetings)
Patient newsletter
Update PFAC intranet site
Digital sign
How to Partner with PFAC
A presentation by the Patient and Family Advisory Councils
For Dana-Farber staff members
TEMPLATE
Who are we?The Patient and Family Advisory Councils (PFACs) are a
selection of patients, family members, and caregivers.
Our principles: dignity and respect, information sharing, participation, and collaboration
TEMPLATE
When is PFAC involved?• We work on projects of all sizes and shapes that affect patient- and
family centered care.• Typically, we get involved at the planning phase of the project.• We appreciate 1-2 weeks notice before becoming involved in a project.• If you know a patient or family member who is interested in making an
impact, please connect them with us. We are currently recruiting for both Councils.
How staff partner with us?• Request to be on our PFAC monthly meeting agenda • Invite PFAC to join a committee, project, task force or work group
Contact• Renee Siegel, MSW, LCSW, Program Manager
TEMPLATE
Promotional materials
Blog posts written by members
Built out and specified goals
SMART Goals
Internal Marketing
§ Deliver “Partnering with
PFAC” presentation at 2-3
disease center meetings in
2018 (vs. 2 in 2017)
§ Deliver 2018 training to DFCI
and BWH staff on engaging
with patients and families by
Q1 (similar to 2017)
External Marketing
§ Complete and publish 1
podcast and 2 blogs in 2018
§ Present at 1 patient centered
care or related conference in
2018
Recruitment &
Diversity
§ Add 1-2 new Adult or Pedi
Council members through
staff referral by Q2
§ Connect and meet with 2
outside PFAC councils to
discuss best practices in 2018
Adapted our methods
Created messaging for targeted populations
Adapted presentations depending on audience
Designed materials specifically for Pedi PFAC
Small group discussion
1. Break out into groups of 3-4 people2. Discuss marketing or recruitment efforts you have used
for your PFACs or other programs3. For those of you who do not work with PFACs, is there
an opportunity to engage a patient and/or family member in marketing discussions?
4. Develop 1 marketing SMART Goal for a program
What the team has produced
• Produced a PFAC video• Published 30 public articles and blogs • Presented to over 1,600 staff, leaders, faculty, and
donors• Educated internal and external stakeholders• Maintain quarterly newsletter that is distributed to 50,000
patients and caregivers
PFAC results
ü Recruited and retained new PFAC members for both Councils
ü All members actively involved in at least 1-2 projects or committees
ü Staff presentations for PFAC meetings are scheduled 2-3 months in advance
ü PFAC has a stronger presence and their work has contributed to improvements in the patient experience
Key takeaways
• Project management method has kept the group organized and accountable
• Using a flexible platform for participation has increased engagement
• Finding opportunities to empower the patient voice and perspective has produced meaningful content
• Outcomes benefit all stakeholders involved
Thank you!To our team: Gina Paglucia (APFAC), Chloe Hall (PPFAC), Hillard Boskey (APFAC), Michael Buller (Communications), Gillian Buckley (Communications), Penny Blaisdell (APFAC), Sara Dickison Taylor (PPFAC), Kim Drapkin (APFAC), Tony Serge (APFAC), Becky Sail (APFAC)
Questions?
Appendix
Links • Side by Side Newsletter: https://www.dana-
farber.org/uploadedfiles/newsroom/publications/side-by-side-winter-2019.pdf
• PFAC’s webpage (blog posts at the bottom): https://www.dana-farber.org/for-patients-and-families/becoming-a-patient/patient-safety-and-advocacy/patient-and-family-advisory-councils/
• Adult PFAC webpage: https://www.dana-farber.org/for-patients-and-families/becoming-a-patient/patient-safety-and-advocacy/patient-and-family-advisory-councils/adult-patient-and-family-advisory-council/
• Pediatric PFAC webpage: https://www.dana-farber.org/for-patients-and-families/becoming-a-patient/patient-safety-and-advocacy/patient-and-family-advisory-councils/pediatric-patient-and-family-advisory-council/
How to Partner with PFAC
A presentation by the Patient and Family Advisory Councils
For Dana-Farber staff members
TEMPLATE
Who are we?The Patient and Family Advisory Councils (PFACs) are a
selection of patients, family members, and caregivers.
Our principles: dignity and respect, information sharing, participation, and collaboration
TEMPLATE
Our mission• To help disseminate information and implement services
that affect our patients and their families. • To support patients and their families becoming informed
advocates for their care.
• To offer a patient and family voice. • To initiate ideas for policies, programs, projects, and
services within the patient care environment.• To provide ongoing opportunities to hear the voices,
experiences, and perspectives of patients and families.
TEMPLATE
How we implement our mission
We listen…
We learn…
We apply…
We partner…
TEMPLATE
Pediatric Council accomplishments• Anesthesia in the
Jimmy Fund Clinic • Jimmy Fund Clinic
and Boston Children’s renovations
• Weekend Initiative• Transition off
Treatment Program
TEMPLATE
Adult Council accomplishments • Epic Workgroup
focusing on– Wait times
– Communication
– Service Delivery
• myDFCI app
• Pancreatic Patient Education Binder
• Care Card (Adult & Pedi PFAC)
TEMPLATE
When is PFAC involved?• We work on projects of all sizes and shapes that affect patient- and
family centered care.• Typically, we get involved at the planning phase of the project.• We appreciate 1-2 weeks notice before becoming involved in a project.• If you know a patient or family member who is interested in making an
impact, please connect them with us. We are currently recruiting for both Councils.
How staff partner with us?• Request to be on our PFAC monthly meeting agenda • Invite PFAC to join a committee, project, task force or work group
Contact• Renee Siegel, MSW, LCSW, Program Manager
TEMPLATE
2018 Marketing/Recruitment Goals and ObjectivesINTERNAL (patients and staff):
• Educate staff about goals and mission of councils and how to work with/partner with PFAC on specific projects o 2018 Goals with Metrics:
§ Deliver “Partnering with PFAC” presentation at 2-3 Monthly Managers Meetings in 2018 (vs. 2 in 2017) § Deliver 2018 CPIP training to DFCI and BWH staff on engaging with patients and families (similar to 2017) § Deliver Adult or Pedi PFAC personal story at Administrative Professionals Day in 2018 (similar to 2017) § Participate in 4 Global Health Initiative meetings in 2018 (vs. 3 in 2017) § Reach out to interpreter services and schedule 1 “Partnering with PFAC” (vs. 0 in 2017) § Arrange for identified staff members to attend at least 3 PFAC monthly meetings § Identify 2 disease centers to present “Partnering with PFAC” in 2018 (vs. 1 in 2017) § Develop and distribute 1 quarterly PFAC update email
EXTERNAL: • Position Dana-Farber as leader in patient/family centered care through greater awareness
o Voice of the patient heard and respected throughout organization o Potentially influence a patient’s decision to come to Dana Farber
o 2018 Goals with Metrics: § Complete and publish 3 blogs in 2018 (vs. 2 in 2017) § Increase views of PFAC videos by identifying quarterly opportunities for distribution of links § Complete and publish 1 podcast and 2 blogs in 2018 § Present at one patient centered care or related conference in 2018
Recruitment and Diversity: • Increase awareness of the role of staff (nurses, providers, psychosocial staff) in recruitment of PFAC members • Create a pipeline for staff to refer patients to PFAC • Leverage internal and external presentations to help recruit patients and family members to serve on councils
o 2018 Goals with Metrics: § Add 1-2 new adult or Pedi council members through staff referral § Add 1-2 new adult or Pedi council members through external sources § Connect and meet with 2 outside PFAC councils to discuss best practices § Attend 2 external community events
• Increase diversity on both Councils o Establish definition of diversity and desired populations to represent
Example project trackingEXTERNAL MARKETING
Tool Description Responsible party
Status, Timing Notes
Low volume/persistent marketing
Ensure that PFAC members mention their involvement on the Council; for example, blog posts, LinkedIn, twitter, email signatures, presentations, etc. (ALL appropriate opportunities)
PFAC members
Ongoing Remind council members quarterly
External publications or external presence
Publish PFAC work in external magazine articles, journals, or other external media Identify relevant conferences
VOLUNTEERS NEEDED
Ongoing -1-2 opportunities per year -APFAC diversity workgroup poster presentation at conference; repurpose for a brief (completed; June 2018) -Beryl Institute Visit on May 22nd (completed; May 2018 – article expected in July) Attend one patient care conference IPFCC (completed; June 2018)
Social Media Posts
Supply content for regular social media posts: Facebook, Spanish Facebook, Instagram, etc.
PFAC members
January & June 2018
At least four times per year
Personal stories/blogs
Develop personal stories for DFCI blog and podcasts
VOLUNTEERS NEEDED
Q2, Q3, Q4 3 blogs in 2018, 2 podcasts -Abrahim Mercill about being an international family member (moved to 2019) -Becky Sail about managing chronic disease (moved to 2019) -Gina Paglucia about caregiving (completed; April 2018)
E-Bulletin messaging
Send recruitment message in Adult & Pedi E-Bulletin
Michael January & June - Twice per year - Diversity message sent in E-Bulletin (completed; June 2018)
Creating a PFAC video
Identifying words: advocate, patient, survivor, caregiver
How were you touched by cancer?
Why did you join the Council?
What is the mission of PFAC?
What does your work on the Council mean to you?
How do the councils engage with DFCI to enhance patient centered care?
What does patient centered care mean to you?
Day of video shooting