• Home
  • ARCRA Webinars
  • September 25 ARCRA Webinar - Update on the Transformation of Health and Safety Services to today's Training Services

September 25 ARCRA Webinar - Update on the Transformation of Health and Safety Services to today's Training Services

09/30/2020 5:49 PM | Anonymous

by John Hendrickson


Jack
 McMaster, President, American Red Cross Training Services provided an update on the transformation of Health and Safety Services to today’s Training Services and the challenges in the age of COVID-19. Jack shared how the restructuring to build efficiencies and develop core content combined with building the technology and product platform have helped Red Cross programs be the training of choice. From 2016 to the present the contribution margin has moved from losses to positive revenue to the organization.
 The Military Training Network has trained 200,000 enrollees at no charge in FY19 because of the financial soundness of the program. The Water Safety Centennial Campaign has refocused efforts on lifeguard training especially in underrepresented communities.  In 2020 COVID-19 has suppressed in classroom training significantly, though there has been some improvement recently. In 2021 with a vaccine, we should increase training rates again, and then be back to 2019 levels or more in 2022.

Here is a summary of the presentation:

Jack McMaster presented on the last 10 years, 2010 to the present, on the transformation of what was known as Preparedness, Health & Safety Services to the rebranded “Training Services,” that it is today, a $100 million portfolio, which now encompasses portions of Disaster Services and Blood Services as well.

He spoke to the Red Cross Vision:

  • In an emergency there are always trained individuals nearby, ready to use their Red Cross skills to save lives.

and

Training Services Vision:

  • America’s best commercial safety provider
  • Deepen and extend Red Cross reputation for training that improves lives
  • Best training provider with which to work

He noted that, among other things, a regular internal Training Services staff survey shows continuing improvements in the staff’s view of Red Cross as “a great place to work.”

Red Cross’s market share continues to grow. As of FY 2019, Training Services experienced $153 million in revenue, with breakout by product lines as:

  • 63% First Aid/CPR/AED
  • 12% Aquatics
  • 11% ARC Store and other non-training
  • 8% Other training
  • 6% Hospital Resuscitation Suite (area with significant growth potential)

From 2016 to the present the contribution margin  has moved from losses to positive revenue to the organization. 

Training Services has been built into a standalone strategic business unit nationwide. It has consolidated and built front end systems, including the Call Center through which all customer communication now comes. It has built efficiencies and developed core content. Further, it built a technology and product platform invested in future scalability. And since 2017, it now capitalizing on growth opportunities.

Top 10 Changes 2011 to 2019

10. Back Office Transformation

  • Established a National Call Center with centralized inbound business and consumer sales nationwide
  • Integrated front office and back office service
  • As soon as the 800# was turned on, it was immediately receiving 100,000 calls a month; and at the same time became much more efficient.
  • Established a Business Group Sales Team for telemarketing to small and medium size companies in addition to the sales force assigned to large companies and other organizations.

9. Transformation to a cloud-based platform with Salesforce

  • Produced a fully refreshed software enabled platform, through Salesforce, which changes the nature of what we are able to do.
  • Example: Mapping where we are and where demand exists, allowing us to pinpoint where people are asking for training and no one is there providing.

8. Training Services has experienced a near 5X Productivity increase since 2012

7. Reengineered RedCross.org

  • Resulted in >$40 million in Training and Store Revenue
  • Now dominate the field in search for training in the first aid/CPR world

6. Award winning Digital App Platform

  • Propelled our reach from ~6 million to >800 million touches annually
  •  Includes providing help in disasters and needs for blood

5. Seamless re-brand of PHSS as “Training Services”

4. Mission enhancements

  • Swim lessons with focus on areas with higher drowning rates
  • Development and promotion of Junior Lifeguard, Lifeguard and Water Safety Instructor
  • AED placement with those conducting training, >4,000/year
  • Walmart funded 2,500 to receive Nurse Assistant Training
  • Launched a revitalized nation-wide Certificate of Merit Lifesaving Award program, to include award ceremonies with both the rescuer and the rescued person present. Continues to grow.

3. Assumed industry product leadership

  •  Introduced “Big Red,” the first feedback mechanism, which improved skills learned and confidence in them.
  •  Allowed licensed training partners to post their classes on redcross.org.
  • Reintroduced the Aquatic Examiner Service to the Aquatic market, where the examiner reviews and reports to management on pool safety as well as lifeguard protocols and performance.
  • Launched the Hospital Resuscitation Suite, which added ALS and PALS, which opened up the market for Red Cross in an area where AHA had dominated over the entire US Military Training Network, which and includes all VA hospitals. MTN trained 200,000 enrollees in 2019.
  • 2. Achieved a multi-year productivity transformation FY12 to FY19

  • 23% growth in enrollees
  • 4X productivity gains

1. Next five years à Good becomes Great

  • Leverage Industry’s only Salesforce SASS Platform
  • Grow service delivery (instructor) superiority with feedback loops
  • Achieve omni-channel segmented marketing mastery
  • Extend Product superiority – new hospital & workplace offerings, eBooks, subscriptions, training supplies, online and segment targeted content
  • Expand Nurse Assistant Training LTP – blended model with online test prep.

Reach more than 30% market share for Hospital market resuscitation

In 2020 COVID-19 has suppressed in classroom training significantly, though there has been some improvement recently. In 2021 with a vaccine, we should increase training rates again, and then be back to 2019 levels or more in 2022.

You can click here view the recording of the webinar.

431 18th St, NW, Washington, DC 2006  PO Box 1581  .  Vienna, VA 22180
E-mail: admin@arcretireeassoc.org
Tel: 202-303-7184 ARCRA & Retiree Connection

© American Red Cross Retiree Association All rights reserved

Powered by Wild Apricot Membership Software
function SetMyDate() { // Array of day names var dayNames = new Array("Sunday", "Monday", "Tuesday", "Wednesday", "Thursday", "Friday", "Saturday"); // Array of month Names var monthNames = new Array( "January", "February", "March", "April", "May", "June", "July", "August", "September", "October", "November", "December"); var now = new Date(); document.getElementById("YOURELEMENTID").value = dayNames[now.getDay()] + ", " + monthNames[now.getMonth()] + " " + now.getDate() + ", " + now.getFullYear(); }