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SUMMARY NOTES of the meeting of the Canadian Blood Services (CBS) Regional Liaison Committee held in Toronto on Tuesday, May 30, 2006 at 3:00 p.m. PRESENT: Renee Naiman, Co-Chair (CBS) John Bromley (CBS) Lorna Tessier (CBS) Beryl Fernandes (CBS) Bill Coleman (CBS) * Paula Arscott (CBS) * Oeishi Bhattacharjee (CBS) * * part attendance REGRETS: Dr. Lucie Martineau Fran Walsh Angela Covato Dr. Allison Collins Gursharn Kandola Julia Sek Heather Muir, Co-Chair Dr. Jeannie Callum Fred Vecchio Robert Clement Yolanda Russo Dianne Knox Amanda Moore Biniam Kidane Dotty Nicholas

1.0 WELCOME AND OPENING OF THE MEETING 1.1 Round Table and Introduction of New Members • • • Roundtable of introductions occurred. Welcome to Amanda Moore, Biniam Kidane and Dotty Nicholas who have joined the committee as new members. The Co-Chairs thanked everyone for attending today’s meeting and ensured that all members were provided with a copy of the agenda and the minutes of the meeting held on February 21, 2006. Special pins reading ‘Regional Liaison Committee’ were distributed to all those present. As part of Canadian Blood Services new brand image a pad/pen was also distributed to all.

1.2 Review of Agenda • The meeting agenda was reviewed and approved.

1.3 Approval of Summary Notes • The summary notes of the meeting held on February 21, 2006 were approved as circulated.

2.0 BUSINESS ARISING 2.1 Pandemic Flu Update • Lorna Tessier provided an update on the work being done at Canadian Blood Services in preparation for the Pandemic Influenza and a follow up of identified items from the previous presentation to the RLC, Central Ontario at the last meeting. The major points from her presentation are as follows: What is Pandemic Influenza: • A pandemic is a world wide outbreak • A flu virus that causes a pandemic • We may have a very short ‘lead time’ till arrival of pandemic strain in Canada. • It will take months to produce a vaccine for a new flu strain. Issues for CBS: • Staff & volunteer shortages • Donor shortages • Ban on public gatherings may close centres, collection sites • Changing needs for blood products • Shortage of supplies • Vaccine, antiviral shortage • Entire country may be affected very rapidly Preparations being done at Canadian Blood Services: • Surveillance data is monitored daily (except Sunday) during this pre pandemic period. Surveillance sources include World Health Organization, Health Canada, Centers for Disease Control (US), Global Public Health Intelligence, provincial and national health websites, and other sources • Consult broadly on Pandemic Flu planning with Hospitals, Worldwide blood organizations, Community representatives, Ministries of Health, National and Regional Liaison Committees. • Working closing with our Hospital customers and Donors and keeping them up to date. Infection control practices are being implemented at our clinics and donors are made to feel they are in a safe environment. • Our Staff and Volunteers are being educated on Influenza and training them on infection control. • Our stakeholders (e.g. Regional and National Liaison Committees) are being consulted and the feedback received is used to develop communications strategy and tools, information is posted on the internet website, posters are put around at clinics, “Getting Prepared” pamphlets for staff, donors and volunteers have been prepared (a copy of Getting Prepared No. 1 was distributed at the meeting).

2.2 2005/06 Highlights • Renee Naiman provided an overview of the Customer Excellence Achievements for 2005/06:

Collections • The target for Central Ontario was collection of 150,000 units and the region collected 150,197 units i.e. 100.1% of target. • The target for collection of apheresis platelets was 6,600 units and collections were 6,740 units. Hospital Issues • A total of 174,928 red cell units were issued accounting for a regional fill rate of 97.5%. It is to be noted that although the fill rate stands at 97.5% patient needs were met at 100%. • A total of 127,694 platelets were issued accounting for a regional fill rate of 96.3%.

Budget • The budget was $ 40.4 million and actuals came in at $ 41 millions. Overages in budget spending occurred in clinic costs. Donor Polling/Satisfaction • The Ipsos Reid survey in March 2006 shows an improvement in the percentage of overall donor satisfaction when compared to the previous survey in August 2005. Donor satisfaction (Top Box Scores i.e. 7 out of 7) rose to 26% in March 2006 over the previous 18% in August 2005. The next survey is in August 2006. • To improve levels of donor satisfaction a number of initiatives are rolling out Thank/Inform/Invite Initiative where the donor are Thanked for making a donation at every opportunity possible, Inform the donor of the anticipated donation process time, Invite and provide every donor the opportunity to re-book an appointment. Everything Speaks Initiative – the appearance is checked at all clinics and any one staff at a clinic is asked to review details and provided feedback. Update on other Events • During Black History month in February a very successful clinic was held at the Thistletown Collegiate and extended thanks to Dr. Jeannie Callum and Dotty Nicholas for their help in coordinating the events/arranging the host speaker at this clinic. • The 2006 Donor Award Events have been successful and invited Recipients speakers to deliver their message at these events which was very powerful. • The WYT? program is a very powerful recruitment tool. • “In Honour” clinics are generating interest from local media. • A public bill to be passed in the Senate to declare National Blood Donor Week each year in the week that coincides with World Blood Donor Day (WBDD) on June 14th. Highlights of WBDD and the blood system to be published in the National Post on Wednesday, June 14th.

3.0 NEW BUSINESS 3.1 Brand Update • A presentation update was delivered by John Bromley on the new brand image adopted by Canadian Blood Services. The key learnings following research of the brand were Keep it simple and bold Friendly shapes that are not intimidating Own red but consider an accent color Evolve the brand from a rationale to a more emotional “consumer badge” The new logo in use…


3.2 2006/07 Plans Calendar of Campaigns/Campaign Update • Bill Coleman provided a presentation update on the exciting campaigns planned to happen over the next few months and the events that occurred the past fiscal year 2005/06. Events/success of 2005/06 • 150,197 units of whole blood were collected. • 238 What’s Your Type session were held and this resulted in 2,500 appointments. Prescreening of donors using this excellent recruitment tool increased collections at high school clinics by 20%.

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Diverse Recruitment Strategy and established links with community leaders during Black History Month, Asian Heritage Month and partnered with UBMDR in recruitment of donors. Clinic schedules being planned up to 12 months out and this is greatly helping in the success of campaigns.

Planning for 2006/07 • Campaign committees are being formed for all campaigns run from now on and this will help in measuring the success (cost/incremental unit). • Sirens For Life campaign is planned for July and August (Police, Paramedics & Firefighters). • Stride – The Walk for Blood event is planned for Saturday, August 19th and the Running Room and Brooks will be sponsoring this event. Every walker needs to secure a minimum of five promises to donate blood. • Five Points of Life events will occur in September and the cycle ride starts in Ottawa on September 8th and then into Mississauga on September 14th. LifeSouth of Florida, U.S.A. created the Five Points of Life program to increase national awareness of the five ways people can share life with others through donation. School assemblies, donor drives, formal presentations, hospital visits, proclamations and media interviews are the key components of the ride. This year they have included Ontario in their route. • Health Care Community Challenge in September and Johnson & Johnson, Mississauga have signed on to be part of this challenge. • Brighten a Life campaign in November and December World Blood Donor Day • Paula Arscott provided an overview of the events planned during National Blood Donor Week and on World Blood Donor Day. • World Blood Donor Day is on June 14th and Canadian Blood Services has partnered with the Blue Jays and 4,500 donors will be invited to watch the game on June 14th at the Rogers Centre. Two WYT booths and 4 Info Booths throughout Rogers Centre • National Blood Donor Week (NBDW) is being celebrated June 12th – 18th. • On June 12 the Calgary community will “drop” what they’re doing to come join the celebration and 500 people will assemble in the shape of a blood drop, wearing red t-shirts. A professional photographer to take aerial shot and this will be presented to the Mayor as a ‘Thank You’ to the people of Calgary for donating blood. • June 12 to 16 local events in every region will take place with Mayoral Proclamations and banners in clinic featuring NBDW. • Staff and Volunteers are being encouraged to wear their “Drop of Appreciation” buttons • Advertising for the above events is starting to be seen. • Tickets to the Blue Jays game on June 14th were distributed to the RLC members.

3.3 Audio Computer Assisted Self Interview (ACASI) • Oeishi Bhattacharjee provided an overview of the pilot project on the donor interview using an automated compuer system which includes an audio component. The pilot was conducted in Vancouver, Calgary and Toronto. • The donor completes the Record of Donation using a computer touch screen. Questions are displayed with illustrative photos, headphones or speakers are used and the donor must listen to the entire question and then proceed to answer. The responses are shown on a review screen and a paper copy is printed and signed by the donor... • ACASI is designed to make it easier for the donor as it provides privacy. It reduces donor omissions thus enabling better documentation. For the staff, it makes it easier because it can capture the questions and answers electronically, which can facilitate any changes to the questionnaire that are needed. • A tender will be put out to pilot in the Spring of 2007.

Feedback from the RLC members • Disposable ear pieces for headsets should be used. • A review of the some of the questions currently asked should be looked at. • Can some of the information currently located in the information books handed out at the clinic be displayed on the screens that display the questions.

3.4 National Liaison Committee (NLC) Update • • • Presently Heather Muir is the representative from the Central Ontario region on the NLC and the next meeting is scheduled for June 5, 2006 in Ottawa. Due to other commitments Heather is unable to attend and it was recommended for an alternative RLC member to attend. Dianne Knox will represent Central Ontario on the NLC as a one-time only alternate. A recommendation was put forward to have an alternate to Heather Muir and Biniam Kidane was recommended. An email poll will be conducted among all the members.

4.0 FUTURE TOPICS FOR DISCUSSION • RLC members would appreciate a preview of new posters prior to roll out. • Incentives for rewarding donors. Token to take away/giveaways. RLC would like to review policy. • Progress report on Initiatives outlined at the May 30, 2006 meeting. • Diversity Update. • Formation of a sub committee for youth to review youth clinics planned. • Update on clinics held at University campuses. • Statistics on donor demographics – what motivated a first time donor to come out and donate and what keeps them coming back. What percentage of TV audience is captured? • Set meeting dates for year 2007.

5.0 NEXT MEETING DATE • The date of the next meeting will be Tuesday, October 17, 2006, 3:00 to 6:00 p.m.

The meeting was adjourned at 6:15 p.m.

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