Dana-Farber's PFAC Marketing and Recruitment Team: Strategies That Enhance Collaboration and Promote Patient and Family Engagement
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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
Learn how to develop a
Understand background project management
and context method that encourages
patient/family
engagement
Discuss outcomes,
Review annual marketing
successes, lessons-learned,
and recruitment methods and next steps
Overview of Dana-Farber’s PFACs
Partnership Sharing
perspectives
Co-Chairs Dedicated
3,000+
volunteer
hours
Diversity of
professional Parents &
experience Caregivers
Thought Bereaved
leaders caregivers
Passionate
advocates
15-20
members
Patient
voice
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:
Ø There was limited awareness of PFACs role and how
and when to engage members
Ø Staff mostly heard about PFAC through word of
mouth
Ø There 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) Tool Description Responsible party Status,
Timing
Notes
GOALS PPT
deck
Create template
presentation to
Communications Complete PFAC now
owns this, can
1. Internal audience (patients and staff): present at key staff
meetings
update as
needed
– Educate staff about goals and mission of
councils One- One-page summary Communications Complete Renee prints
– Educate staff about how to seek guidance pager that outlines how out as needed
to request
from the councils guidance from
– Help key staff recruit patients and family PFAC
members to serve on councils ITI Partnering with Communications Complete
2. External audience: PFAC, with box on
how to request
– Position Dana-Farber as leader in guidance from
patient/family centered care PFAC
– Voice of the patient heard and respected Digital We’re here for you Communications Complete Sign educates
throughout organization sign staff on how
– Recruit patients and family members to PFAC can help.
Run on staff
serve on council screens only.5. Determined marketing methods
Blog posts
Update
External external
publications website and
include bios Presentations
External to managers,
providers,
Marketing and disease centers
Recruitment
Promotional
Targeted materials (one-
pager,
Social media recruitment notecard)
messaging
Internal
Attend Marketing
conferences
Networking
Update PFAC (inviting staff
intranet site to observe
PFAC meetings)
Patient
newsletterDigital sign
TEMPLATE
How to Partner
with PFAC
A presentation by the Patient and Family
Advisory Councils
For Dana-Farber staff membersWho are we? TEMPLATE 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
– Renee_siegel@dfci.harvard.eduPromotional materials
Blog posts written by members
Built out and specified goals
SMART Goals
Internal Marketing External Marketing Recruitment &
§ Deliver “Partnering with § Complete and publish 1 Diversity
PFAC” presentation at 2-3 podcast and 2 blogs in 2018
§ Add 1-2 new Adult or Pedi
disease center meetings in Council members through
2018 (vs. 2 in 2017) § Present at 1 patient centered staff referral by Q2
care or related conference in
§ Deliver 2018 training to DFCI 2018 § Connect and meet with 2
and BWH staff on engaging outside PFAC councils to
with patients and families by discuss best practices in 2018
Q1 (similar to 2017)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 people 2. Discuss marketing or recruitment efforts you have used for your PFACs or other programs 3. 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 a total of 6 new PFAC members ü 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/
TEMPLATE
How to Partner
with PFAC
A presentation by the Patient and Family
Advisory Councils
For Dana-Farber staff membersWho are we? TEMPLATE 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
– Renee_siegel@dfci.harvard.edu2018 Marketing/Recruitment Goals and Objectives
INTERNAL (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 representExample project tracking
EXTERNAL MARKETING
Tool Description Responsible Status, Timing Notes
party
Low Ensure that PFAC members PFAC Ongoing Remind council members quarterly
volume/persiste mention their involvement on members
nt marketing the Council; for example, blog
posts, LinkedIn, twitter, email
signatures, presentations,
etc. (ALL appropriate
opportunities)
External Publish PFAC work in external VOLUNTEERS Ongoing -1-2 opportunities per year
publications or magazine articles, journals, or NEEDED -APFAC diversity workgroup poster presentation at
external other external media conference; repurpose for a brief (completed; June
presence 2018)
Identify relevant conferences -Beryl Institute Visit on May 22nd (completed; May 2018
– article expected in July)
Attend one patient care conference IPFCC (completed;
June 2018)
Social Media Supply content for regular PFAC January & June At least four times per year
Posts social media posts: Facebook, members 2018
Spanish Facebook, Instagram,
etc.
Personal Develop personal stories for VOLUNTEERS Q2, Q3, Q4 3 blogs in 2018, 2 podcasts
stories/blogs DFCI blog and podcasts NEEDED -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 Send recruitment message in Michael January & June - Twice per year
messaging Adult & Pedi E-Bulletin - Diversity message sent in E-Bulletin (completed; June
2018)Creating a PFAC video
Identifying words:
advocate, patient, What does patient
survivor, caregiver centered care mean
to you?
Why did you join
What does your work
the Council?
on the Council mean
to you?
How were you
touched by
cancer?
What is the
mission of How do the councils engage
with DFCI to enhance patient
PFAC? centered care?Day of video shooting
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