(The Press - Enterprise) - By Michael Perrault - Dr. Rick Axelrod is quick to explain that the Blood Bank of San Bernardino and Riverside Counties' recent name change to LifeStream wasn't about brevity or a catchy brand.
Rather, LifeStream marks the culmination of nearly four years in which the private nonprofit organization's board of directors, executives and employees carefully re-evaluated its mission, strategic plan and long-term vision.
"Everything we're focused on is about saving lives and connecting donors and patients through the gift of blood," said Axelrod, LifeStream's president and chief executive officer for just over four years.
"Life" reflects the 57-year-old organization's life-saving role, Axelrod said, and "stream" goes to its effort to ensure a continuous flow of blood products.
The name LifeStream also may help alter longstanding public perceptions, Axelrod said.
"We wanted a change from people thinking of us solely as a blood bank -- with so many deposits coming in and withdrawals going out -- to being a wellness partner," Axelrod said. "We really have an interest in the wellness of our donors, hospital partners, employees and community members."
The organization's wellness initiative includes basic health screenings, mini-physicals, vaccines, weight management, smoking cessation and testing for diabetes and cancer.
Reaching Donors
LifeStream operates six blood-donation centers and seven mobile units that distribute more than 175,000 units of blood products annually to 43 hospitals, said Mary Kay Plock, LifeStream's spokeswoman.
Its reach now extends beyond San Bernardino and Riverside counties to customers in Orange and Los Angeles counties. The name change eliminates self-imposed geographical limitations, Axelrod said.
The trend for blood banks to evolve into health partners, branch into new territories and generally strive to reach out to new donors is happening across California and nationwide, industry experts say. Name changes and, in some cases, creative slogans often accompany the evolution.
Sacramento Medical Foundation, for instance, which provides blood products to 40-plus hospitals in northern and central California, changed its name to BloodSource to better capture its growing role and bring a wide range of services under one roof.
Central California Blood Center executives see their organization as a strong partner in health care, attending health fairs and educating people at other health-related events, said Chris Sorensen, director of community relations for the Fresno-based organization that supplies blood to more than 30 hospitals.
When the American Association of Blood Banks and the Association of Donor Recruitment Professionals partnered to create the theme "Giving Blood Regularly" for World Blood Donor Day on June 14, organizers suggested that blood centers consider slogans to encourage repeat donors, said Sue Churchill, former Donor Recruitment president and a member of the blood bank association's donor recruitment committee.
The day is set aside so blood banks worldwide can evaluate the effectiveness of their donor care programs and ask donors to suggest ways to increase their satisfaction and safety.
"What center hasn't at some point struggled with how to build and retain a base of returning donors willing to make a lifelong commitment," Churchill said.
500 a Day
Although LifeStream must average 500 donations a day to meet demand, it hasn't experienced a supply shortage in more than four years, Axelrod said. That's partly because of initiatives such as its Gift of Life and Academy of Giving programs.
The Gift of Life program is similar to airlines' frequent flier or credit card customer loyalty plans, enabling donors to accumulate credits that can be traded in for free health-care benefits. Participants can access tests to better diagnose ailments from heart disease to diabetes and cancer.
LifeStream's Academy of Giving program establishes partnerships with high schools to teach students the importance of community service. Students can earn $3,000 scholarships through community service and by participating in some facet of the blood-donation process.
Such educational efforts are critical to fulfilling blood needs -- and not just when there are emergencies like the recent Metrolink train crash, Axelrod said.
"Every single day is the equivalent of a Metrolink train crash for the parent who just finds out their child is diagnosed with leukemia," Axelrod said. "Every single day is a Metrolink event for the husband who finds out his wife is diagnosed with breast cancer and is going to need a mastectomy and a transfusion."
LifeStream's distribution to 43 hospitals -- up from 33 four years ago -- has prompted a boost in employees from about 300 to more than 400. It also has started a philanthropic foundation to raise $700,000 for new technologies and facilities.
Last month, LifeStream opened a $4 million center with the latest blood collection, transfusion and testing technologies. Donors can sit in chairs equipped with Internet access or have Starbucks coffee in an Internet café.
Axelrod said the name change and initiatives all are part of a strategic plan that answers three fundamental questions: "What are we passionate about? What can we be the best at? And what drives our economic success?"
About LifeStream
The new name for the Blood Bank of San Bernardino and Riverside Counties -- LifeStream -- came about after the organization analyzed its mission and answered three fundamental questions, said Dr. Rick Axelrod, president and CEO.
What are we passionate about? "We're passionate about saving lives. Everything we do is about saving lives."
What can we be the best at? "Connecting the donor to the patient."
What drives our economic success? "The number of blood products we collect."