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Organ and Tissue Donation

THOUGHT LEADERSHIP Awareness

Thought leadership has become a In February 2018, 62-year-old Sandra Levine was
buzzword among executives - every- placed on a waiting list for a liver transplant after con-
one wants it, but not everyone has a tracting the liver disease cirrhosis. She was in the liver
clear understanding as to what it is. transplant program at the South Florida Transplant
Thought leaders are subject matter Center at Broward Health Medical Center.
experts that are widely respected and “When you are facing death,” said Levine, “every-
regarded for their insights. When a thing else doesn’t matter.”
thought leader speaks, people sit up According to the U.S. Government Information on
and take notice. Organ Donation and Transplantation, every 10 minutes
But how does one become a another person is added to the national transplant wait-
thought leader? Crafting a public ing list and every day 20 people die waiting for a trans-
relations plan is a great way to start. plant.
In fact, PR and thought leadership “Organ donation is extremely important,” said Dr. Cosme Manzarbeitia
strategy go hand in hand. The key to BY SHIRA KASTAN Cosme Manzarbeitia, M.D., director of abdominal
thought leadership can be summed transplant and hepatobiliary surgery at Broward Health
up in one word: Visibility. Here are Medical Center and part of the Broward Health Physician Group. “Without donors
several tips to assist you achieve your ments will increase, but focus on there is no transplant.”
thought leadership goals. high-profile events where your target Several months later, on September 6, 2018, Levine underwent a successful liver
audience will be present. Don’t dilute transplant at Broward Health Medical Center and was given a second chance at life.
Be Accessible your message by accepting every Broward Health Medical Center established the first liver transplant program in
Nurture relationships with the speaking opportunity. Broward County in 2004, and has since performed more than 350 liver transplants.

media, bloggers, and industry event Create Content Consistently Currently there are 21 patients on the liver transplant list.
organizers. Utilize traditional and “Broward Health Medical Center has a long history of not only providing trans-
new media platforms to share your Consistency breeds dependability, plants, but also supporting organ donation,” said Heather Havericak, Interim CEO of
expertise. but beware of self-promotion. You Broward Health Medical Center. “We will continue to encourage patients, staff and
don’t want to come across as self- the community to choose the gift of life and become registered organ donors.”
Maintain a Strong Online serving. Broward Health Medical Center has been recognized for its continuous support and
Reputation and Boost dedication to the cause of organ, eye and tissue donation, as well as its successes with
Your SEO Lead the Conversation donation and transplantation. In November 2018, Broward Health Medical Center
If people can't find you online, Part of being a leader is to own the received a Silver Unit of The Year Award at the Miracles of Life Awards by the Life
they won't seek you out. Leverage conversation. Take the lead, take a Alliance Organ Recovery Agency for its advances with donations.
your social media accounts to engage stand. Incorporate data into the con- According to the Life Alliance Organ Recovery Agency, one of Broward Health’s
with your audience, especially when versation to prove your point and organ procurement organizations, 48 lives were saved in 2018 due to organ, tissue
they comment or reach out to you. If provide solutions to industry prob- and eye donation from Broward Health Medical Center.
a negative comment or complaint lems.

arises, act quickly to resolve the Conduct Surveys
issue. 2019 Heroes in Medicine Awards
Share your survey results with
Collaborate on Projects journalists and show how this new Luncheon Set for May 17
Combine your name with other information will impact your indus-
high-profile executives in your try. These findings can also be repur- at Kravis Center
industry to increase your impact. posed into blog posts, social content
Whether it’s an article, or speaking and infographics.
engagement, collaboration is an Developing a solid reputation takes The 16th Annual Heroes in Medicine
effective way to boost your visibility. time and energy. Done right, thought Awards presented by the Palm Beach
leadership can help you earn the County Medical Society and Services
Guest Post Strategically respect of your target market and (PBCMSS) honors the heroes who place
Determine which websites or trade peers and position you as an industry the needs of others above themselves
publications your audience go to, heavyweight. and have made significant, positive
and find out how you can contribute. impacts on the people they serve in the
Shira Kastan Goldstein is President of greater health care community.
Select Your Speaking ADG Strategy Group which offers According to the event’s chair John
Engagements Wisely Strategic Consulting, Government and Dalton and co-chairpersons Greg
Be selective. As your experience External Affairs and Communications Coates and Judy Dunn, nearly 30 hon-
grows, requests for speaking engage- and PR services. She can be reached at orees in several categories will be hon-
shira@adgstrategy.group.
ored May 17, 2019, at the 16th annual
luncheon at which time the Hero of the
Year will be announced. James Galvin,
M.D., was named as Hero of the Year Heroes in Medicine co-chairpersons Judy
for 2018. Dunn and Greg Coates flank John Dalton, the
The mistress of ceremonies Liz 2019 chair of the annual event.
Quirantes, CBS 12 News, will welcome
guests to the Kravis Center’s Cohen Pavilion in West Palm Beach. The reception and
silent auction begin at 11 a.m., followed by the luncheon and awards ceremony at 12

noon. Tickets are $125.00 per person, and sponsorships also are available for this
highly regarded event. Heroes in Medicine recognizes the Founding and Presenting
Sponsor–Rendina Healthcare Real Estate and Benefactor Sponsor–Tenet: Palm Beach
County.
These prestigious awards honor people and organizations throughout Palm Beach
County who use skills and resources to provide outstanding services. Net proceeds
from the awards luncheon support the services of the Medical Society and Project
Access, a physician-led network of physicians and other health care providers who
offer care at no cost to local uninsured children and adults in need and other vital
services of the PBCMSS. Since 2005 when Project Access began, hundreds of physi-
cians and other health care providers have provided more than $13.5 million of free
care, with over $1 million provided last year. For every $100 contributed to Project
Access, $800 in free care is provided — care which has offered support, hope and
even saved lives.
At Rogers Beha viorall Health, our mmen tall health experts
provide patients with specialized, eevidence-based For information and tickets, contact Katherine Zuber, Palm Beach County Medical
treatment with demonstrated outccomes. Reach out Society, at (561) 433-3940, email Heroes@PBCMS.org or go to www.pbcms.org.
today, and together we can help ouur patients not only
ersbh
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g/Miami | 305 929 0
face their challenges, we can rise aabove them. rogersbh hor.org/Miami | 305-929-0600
6 April 2019 southfloridahospitalnews.com South Florida Hospital News