Episode Transcript
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Speaker 1 (00:03):
This is the CEOs You Should Know podcast. I'm Val Porter.
Say hello to Rachel Petrocelli, President and Chief Development Officer
of UPMC's Children's Hospital of Pittsburgh Foundation. Tell us a
little bit about yourself and your role with Children's Hospital. Hi, Val,
thank you so much for having me. Great to see you.
It's wonderful to be a part of this and have
this opportunity. I do represent UPMC Children's Hospital Foundation and
(00:28):
the Foundation is the sole fundraising arm of UPMC Children's
Hospital of Pittsburgh. The hospital is rooted in philanthropy. It
started with gifts from the community back in the late
eighteen nineties, so for more than one hundred and thirty
forty years it has relied on the generosity of a
community to help support our patients and families. The Foundation
(00:51):
is the conduit for that, and we really help to
empower the hospital to elevate pediatric healthcare to be excellent
and to provide that margin of excellence that it's known for, groundbreaking, groundbreaking,
pioneering research, leader in the standard of care and childhood illnesses,
(01:12):
but also thinking about how do we take care of
the whole child and the family exactly. Yeah, a lot
of things that we do at Children's Hospital in that
regard are not reimbursed by insurance, and that's where the
community support is so important and so valuable. And how
long have you been with Children's twenty one years? Wow,
(01:33):
that's a great run for you. Did you always want
to work in a philanthropic role a nonprofit organization? Was
that always kind of what you wanted to do? I
did not. I thought I was going into college. I
wanted to be an attorney at first. Then I changed course.
I went into business, pursued business, thought I was coming
out maybe in sales marketing type communication roles. And it
(01:55):
was my now mother in law who encouraged me to
pursue fundraising. That was her profession, and she opened my
world up to the opportunities in development and it was
such a good fit for me, and I embarked on
a career that has spanned my whole professional work and
(02:16):
it's been just a wonderful opportunity. But the last twenty
one years at Children's have been so rewarding and so fulfilling.
Are you originally from Pittsburgh? Did you grow up here?
I grew up in Erie, Pennsylvania. Oh, Okay, well, not
too far from where I grew up in Franklin, so
absolutely practically neighbors. Now. I've known you for a long
(02:39):
time as part of DVEs Radiothon for Children's Hospital, and
it's great to see the community. We get people from
all over the country making donations. You know, maybe they
grew up here and have had an experience in the
past at Children's Hospital. How are you able to engage
the local community and donors in the mission of the hospital.
(03:00):
I love that question now because it allows us to
talk about really the impact Children's Hospital has on so
many lives. One thing that's pretty unique I think in
our region is that UPMC Children's is the only pediatric
hospital dedicated to the care of children, adolescents and young adults.
(03:21):
So our responsibilities to serve the half of western Pennsylvania,
and we are also a destination of care, so people
come from all over the world for a lot of
our work in rare diseases, with transplant, with heart care,
(03:43):
these are marquee programs that we're seen as experts or
among the experts in the field. So I think that
from the standpoint of how we are able to connect
with our community, I can't walk into any room and
reveal that I were for UPMC Children's without someone saying,
you know, they took such great care of my child,
(04:05):
or my best friend was there, or my sister or
my brother were there. Like, there's not a person that
doesn't have a UPMC Children's Hospital experience or story to share,
and it resonates deeply. And the nostalgia that people hold
from even through their childhood opportunities as kids to support
(04:26):
the mission through fundraising things like our free care telethon,
doing things with their schools, their communities, that all of
that makes people feel good and they hold that nostalgia
close to their hearts too. So I love that that
our mission resonates deeply with people. What are some of
the things that you have been able to establish at
(04:47):
children's hospital that you're excited about? Oh boy, I think so.
Radiothon's got to be one of them. Radiothon to see
the growth of Radio thon years with a fantastic partner
in DVE has just been such an exciting trajectory to follow,
(05:10):
and that for the last couple of years, raising more
than a million dollars from this community from thousands of
listeners that give and renew that gift every year. Yes,
that's the part that's really impressive. So I love that
we're able to do that, and that support helps us
with those non reimbursed programs that I mentioned. And there
(05:31):
are a lot of things that the average person wouldn't
even consider. Oh, insurance doesn't pay for that. Absolutely. Let's
talk about even child life. So a child coming in
who's hospitalized, that hospitalization could last a few days, but
there are children that are there for months. Their illness
(05:53):
has disrupted their childhood, it might even be threatening their lifespan. Yeah,
that's heavy stuff, but children don't always get wallow in
that illness like adults. We wallow, yeah, or we sit
there and think about all kinds of things. We get
lost in our head. We watch TV as we're dealing
(06:13):
with our own listing, and children want to play. They
crave the ability to be distracted to think about something else.
And the programs that we're able to offer, which are
a compliment to the medicine that they're receiving, the medical
care they're receiving, are things like art therapy and music therapy.
(06:33):
Our child life specialists come in to help normalize what
their experience is on their level, whatever their developmental ability is.
Foster play, foster distraction, foster empowerment, so that they can
help a child understand what their body is going through
and the treatment that they're going to have in terms
(06:56):
that they understand, so they're not left wondering what's going
to happen that is not reimbursed by insurance, and it
sure certainly would not be an experience as a parent
you'd want to have for your child if those resources
weren't there. And some of the over the years, some
(07:16):
of the stories that we've heard through radiothon the impact
that the art therapy or music therapy has on patients,
it's just astounding, you know, it's just I get a
little emotional when I think about it. But it truly
is great work that they do, and it's only possible
through the donors. Absolutely. I remember early on when we
(07:38):
were raising money for our art therapy program. So up
until twenty fifteen, we didn't have an art therapy program
and we had music therapy, and that had all been
really supported for the most part by philanthropy donations that
we had received, but we hadn't yet started our art
therapy program. And we received a gift from our our
(08:00):
medical staff, so our physicians felt passionately about wanting to
be was this introduced into the offerings we could bring
to our patients and as we started to ramp that up,
I remember a mom sharing that just how just relieved
(08:21):
and emotional she was and seeing her teenage son, who
was battling a very very painful disease, be able to
get through an hour without pressing his pain pump because
he was engaged in doing something with an art therapist
that really did distract him from what his body was processing.
(08:45):
And she was so grateful for that one hour where
he didn't really focus on his pain. And those are
priceless moments, and it just shows how much that impacts
not only the patient but the family. Indeed, our radio
and TV studio we do we do. We have dream
big studio and for anyone who hasn't had the ability
(09:07):
to come in to Children's to see the studio, it's
a closed circuit television studio. It's sort of in the
center of our hospital and then we call it that
sort of the town square off of our atrium, and
we have the ability to provide programming that's designed for
children by children, so we incorporate our patients in the programming.
(09:29):
It's run by our child Life team. We have a
dedicated staff for the Dream Big Studio. But the highlight
of the day every day is bingo. Fel one o'clock
that hospital stops. You better not be a physician thinking
you're going to round on patient storing bingo, because you're
not going to get their attention. They're playing Bingo, said
the alarm. That's right. They can watch from their patient room,
(09:52):
they can call in to the studio, and at the end,
the prize cart makes its rounds to the patient room.
So it's really a way that we bring that connectivity
for patients who are even maybe in medical isolation and
not able to get out and about through the rest
of the hospital. So that's all funded by philanthropy. What
(10:12):
are some of the current goals that you have for
the foundation. I appreciate you asking because we are just
months away from concluding the largest fundraising campaign that we've
embarked on since we aim to raise the money for
the new hospital. So nearly four and a half years ago,
we launched a campaign called This Moment Put a Child's
(10:34):
Future First with the aspiration of raising more than two
hundred million dollars. Wow, a lot of money, but those
dollars are to support the hospital's strategic priorities, which have
included building a new heart institute that is patients centered,
state of the art with technology that we will be
(10:58):
one of a few centers in the Tree able to
provide for our patients. We are also investing heavily in research,
especially during uncertainty in terms of government funding, and it's
highly competitive. There's a need because there's a gap of
resources to ensure that good ideas don't just sit on
(11:21):
the shelf. We can make advances in childhood health by
investing in early stage, higher risk ideas to get a
proof of concept and once that has some legs, then
they can have greater success in applying for the larger
grants from the NIH the National Institutes of Health. Research
(11:44):
is always going to be an important priority, and during
this campaign it's been a significant focus. In other areas
the patient experience, some of the things that we just
talked about child life music therapy, art therapy support sort
of care is another program, again not funded by insurance,
that is a resource for families when their child's diagnosed
(12:08):
with a life changing, life altering diagnosis or a life
threatening diagnosis. And then last is community health. So we
have a lot of things that we do across the community,
not with just limited to the hospital itself in Lawrenceville,
but out in the community, helping families access care where
(12:32):
it might be harder, where they're sort of medically underserved communities.
But let's just talk about the disruption of snap benefits
and how that affects patient families. We are definitely committed
to try and screen the vulnerability that families have in
(12:54):
the struggle that they have in meeting their food needs,
and when we're able to do that, we can also
so respond by giving them resources such as gift cards
to grocery store or to make sure they're connected to
other organizations that provide those services. It is so important,
it's imperative that we are abridged to helping families meet
(13:18):
their basic needs. If we're going to expect that the
care their child needs and can help them get better
is going to be successful, they have to be able
to meet those basic needs. So you talked about your
current efforts, are you already looking forward to other long
term goals for the foundation in the hospital. Love that
(13:40):
you asked that too, because I love looking futuristic, always
have a foot planted in today, but looking for what's
ahead in the future, and have started to have those
conversations with the hospital president, Diane Hupp and Terry Dermoty.
Doctor Dermody is our chief of pdatrics and our chair
(14:01):
of the Department of Pediatrics, thinking strategically about what the
next set of priorities are because this campaign will conclude
at the end of June, where we have work to
do yet in these months ahead, so it's not too
late for anyone listening to get on board help us out.
But we used the name of our campaign this Moment
(14:25):
because it was designed to address the needs the priorities
of this time post pandemic, where the hospital is going,
but healthcare is ever changing, the demands are ever evolving,
and where there's a partner to help empower the hospital
(14:45):
to do the work that it needs to to make
a difference in the lives of children and our families.
Can you think of a specific story, a specific patient
that has made an impact on you and that kind
of represents why you do what you do. I was
just gonna say there are probably so many, there's so
many patients, but I think the patient that is nearest
(15:08):
dearest to my heart is my own daughter. Okay, So
I had been working at Carnegie Mellon University in development
and had our and gave birth to my first daughter,
my first child, and everything was fine. Three months into it, though,
she started to present with some issues that led us
(15:30):
on an odyssey of visits and experts at UPMC Children's.
And up until that point I had no significant issue
as a child myself or nor did my brother that
we needed a children's hospital. And while we were getting
the care for my daughter, I could see really the
(15:53):
expertise that was only twenty minutes from my home, and
how grateful I was for that because, as I mentioned
EERI so if my husband and I had gone back
to Eerie and started our family there, that would have
meant traveling few hours may to Pittsburgh frequently, multiple times
(16:14):
a week. And she's now twenty four, and she's medically
very well and she's doing great. She is the reason
that after a few years, when she was about three,
that I came to Children's and as a career professional
(16:35):
and fundraising I had been very proud to represent the
causes and raise the money for those organizations. But until
I got to Children's I hadn't really appreciated the depth
of connection to the mission. It's differently that I feel today. Yeah.
Can you talk about some of the leadership lessons that
you have learned in your job? Oh, there's so many
(16:57):
leadership let's see I have. Oh. I think one of
the things that I have gained that I think has
informed my leadership style is to bring more stability consistency
(17:22):
in my day to my day to day work and
interactions with my team. I have worked with some fantastic
people and I've had to you know, I've had the
ability to work like all of us, you know, the
leaders that we've been less enthralled, and you take notes
from them too what you don't want to do. And
(17:43):
I have found that, you know this, some steadiness builds
trust and builds confidence in your team. And when you
get the best work from them, when they trust you
and they have confidence in your leadership, in your decision
making and where you're going, and if you show up differently
(18:03):
day to day, that breaks that trust. And I try
and be very consistent that way. I also love to
see anyone that I have the ability to work with,
like lean into it and lead. And there's a lot
of members on our team. We are fifty six people
(18:24):
strong at the foundation, and not everyone is an official
director manager level type role, but many leaders in our
organization I have. I have a phenomenal team and they
exercise those skills with the smaller projects or even just
(18:45):
building culture within our organization leading initiatives, and I love
to see them thrive. And part of my job and
seeing and mentoring people is just always been very fulfilling. Rachel,
thank you so much for joining me today. Oh thank you, boy,
that went fast. That's Rachel Petrocelli, President and Chief Development
(19:06):
Officer of UPMC Children's Hospital of Pittsburgh Foundation. This has
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