United Blood Services now Vitalant

By: 
CAROLYN DRYER, Editor

Dave Green
President and CEO
Vitalant

Blood Systems announced Sept. 24 that its 10 blood center brands, including United Blood Services, will unite as one cohesive brand under the new name Vitalant. As one of the nation’s oldest and largest comprehensive transfusion medicine organizations, Vitalant serves local communities across 40 states, including Arizona and Nevada. Its 127 nationwide donation centers and 30,000 mobile blood drives total more than 780,000 donors who supply 1.8 million donations per year.

With the new name comes a new logo for donor locations.

Vitalant President and CEO Dave Green said earlier this week, “We’re trying to bring multiple organizations that come together these past years one logo, one name.

As to the name Vitalant, Green said in discussions with all of those organizations, “it is a name, we believe, that encompasses a vital part of life that encompasses the giving nature of our donors in support of the patients that need a blood product, a continuum of that element between donor and patient. It is, in our minds, the very human element and, therefore, we felt Vitalant captures the essence of all those human elements.”

Based in Scottsdale, Vitalant operates from coast to coast and is organized into different divisions, Green said.

Blood operations — under that, 10 blood programs are being brought together. Each of the programs include donor centers “where we recruit  blood donors and draw donors,” Green said. “Each operates blood drives from those locations. Each of them have a component, where they prepare blood for distribution. Each has a blood distribution center that supplies the local hospitals. That is throughout the country in 40 states. That is the blood operations division.”

Green said, “We also have a research division in three different communities: San Francisco, Denver and Pittsburgh. The research program looks at ways to improve transfusion medicine practices.

“We also have what is called BioCare — distribution organization that provides infusible products for patient care across the country.

“Our third organization is actually a jointly owned testing organization — Creative Testing Solutions. It provides infectious disease testing for 75 percent of the nation’s blood supply.

Those four different groups and the blood service and research group are changing their name. Research is called Vitalant Research Institute.

Testing and BioCare are not changing their names.

Vitalant employs around 6,000 for all divisions, even those not changing names.

The marketing campaign now begins, introducing the name and the initial campaign.

“We Are Vital — introduction of the new name to the community we serve,” Green said. “The purpose of that campaign is to engage people who haven’t donated before, people who really don’t know the legacy brand who haven’t had a relationship and building the relationship with donors we’ve had over the years.”
Green has been with the parent organization, Blood Systems, for about four and a half years and in the CEO role 18 months. The board selected him for the CEO role after the previous CEO retired.

Interested individuals can visit the website www.vitalant.org. It is a nonprofit.

Donor centers and staff will be the same, Green said.

“This is really trying to leverage all the talents across the country to benefit the communities we serve,” Green said.

He said having so many different names as the organization has grown over the past few years was difficult, so the decision was made to use one name.

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