Rhode Island Blood Center: B-Positive
Blood Centers
Written by Amanda Gaines   
Thursday, 01 November 2007
Rhode Island Blood Center: B-Positive - Health Executive - RedCoat Publishing
Lawrence Smith details how a forward-thinking attitude turned this regional blood center into one of the most successful in the nation.
Innovation, interest, and excitement are not generally three words one would associate with regional blood centers. But that’s how Rhode Island Blood Center’s CEO, Lawrence Smith, sees it. The front-end of the business is what you’d expect—donor recruitment and blood collection—but it’s more the back end Smith is referencing.

“We process blood, separate it into components for transfusion, and manipulate it by eliminating white cells, pooling platelets, and washing red cells,” he said. “And then there is the testing side of it.”

Rhode Island Blood Center: B-Positive - Health Executive - RedCoat Publishing
Lawrence Smith, CEO
Rhode Island Blood Center provides all FDA-required blood testing for infectious diseases, such as hepatitis, HIV, and syphilis. In addition, the center offers specialty testing services in one if its freestanding laboratories. Its red cell reference laboratory, for example, performs higher-level identifications of blood matched specifically to patients who may have particular antigens or antibodies and need a more sophisticated cross match. The blood center also operates HLA (white cell typing) and DNA labs.

“This testing is an additional level we can offer to the hospitals that transfuse blood,” Smith said. “We feel as part of our business strategy that by being a full-service, regional blood center we can support hospitals and transfusion centers throughout New England.”

Innovation
The relationship Rhode Island Blood Center has with the hospitals and transfusion centers in Southern New England, particularly Rhode Island, is multifaceted. In one hand, as the only blood center in the region able to perform all the aforementioned tests onsite, the center holds a full house in the card game of competition. In the other hand, the center’s board of directors is composed of CEO and/or designees from Rhode Island hospitals, giving the center’s suggestions a wining-hand appeal.

So when presenting an innovative recruitment and collection program to its board in 2000, Rhode Island Blood Center’s approach needed to make the grade on a number of levels. “We knew if we could make a convincing presentation to our board, we could grow our recruitment and blood collection programs, increase our production and manufacturing capabilities, and expand our testing facilities and laboratories, we would have their support,” he said.

Fortunately, the entrepreneurial spirit with which Smith and his team presented the proposal was matched in the board room, and Rhode Island Blood Center’s plan to approach recruiting donors and collecting blood with a nontraditional methodology was approved. In the past eight years, the center has committed to automated blood collection technology, purchased four self-contained mobile coaches that are always on the road and a fleet of trucks and vans to set up blood drives in any size company throughout Rhode Island. The results speak for themselves.

The national average of actual blood donations, based on 1,000 potential donors, is 55. The average for Rhode Island is 95. “We’ve made tremendous investments in paid advertising programs, professionally managed marketing programs, and donor recognition programs,” Smith said. “We’ve also established four donor centers around the state in addition to our main headquarters. Providing convenience and opportunity for donors is essential. The biggest component to our success, however, is the tremendous support we receive from our community.”

Interest
At the core of Rhode Island Blood Center’s innovations is the desire to spark interest, both among potential donors and potential customers. As the only blood center in Rhode Island, the organization’s location is key. Its current facility was built as a steel processing plant in the early 1920s, and although it has a strong foundation, the building is in need of upgrades and additions to accommodate its inhabitants.

“When we made the commitment to our advertising and marketing platform, it was to increase our donations from 60,000 per year to 100,000,” Smith explained. “It’s difficult to accommodate that many units and the testing laboratories in a 45,000-square-foot space. We’re hoping to add about 20,000 square feet to our facility.”

The ultimate debate, however, comes down to relocating or restructuring the existing facility. Centrally located in Providence, Rhode Island, Blood Center provides easy access to both Rhode Island inhabitants and its customers, the hospitals and transfusion centers across New England. Smith and his team are currently in discussions with architects and design firms to look at their options.

“We’ve been looking at what other real estate is available in the Greater Providence area, as well as what it would cost to stay at our current location and renovate,” he said. “I think the deciding factor will be cost.”

Excitement
Having a strong board and leadership team to oversee the Rhode Island Blood Center is a key element to its success, but Smith believes that success is more a reflection of the quality of people working at the center itself. At every level, the staff is committed to the mission of the blood center. As the organization continues to invest in new technologies to, for instance, collect components of blood and blood stems cells, as well as performing boutique tests for the biotech companies in Massachusetts, another level of investment is required.

“We’ve focused on investing in and committing to training and hiring adequate staff, which has allowed us to provide a more fully realized menu of products and services to our customers,” Smith said. “From our vice presidents down through our department directors, our people have been in place for a long time and are knowledgeable in the industry.”

Many of Rhode Island Blood Center’s employees are engaged in national blood banking activities and organizations, keeping the center well informed of national issues and on the cutting edge of what’s possible in the industry. “Innovation is what keeps it interesting and exciting for all of us. Implementing new technologies that are good for our donors, our hospitals, our customers, and their patients—it’s fulfilling,” Smith concluded.
 
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