Noelene Kotschan is the CEO and Founder of PinkDrive NPC, a non-governmental organization she established in 2009. Her journey into the health sector began with a simple yet profound belief: “Early detection will help prolong a life.” PinkDrive was born out of this vision, with a mission to prevent as many people as possible from succumbing to breast, cervical, prostate, and testicular cancer. Noelene’s focus has always been on those who lack access to adequate healthcare, particularly in areas where medical services are scarce. Through PinkDrive, she has become a significant force in raising awareness and providing education about gender-related cancers in South Africa. At EliteX, we are proud to have A Noelene Kotschan as part of Prominent Business Leaders in Africa, 2024.
Noelene Kotschan | CEO and Founder | PinkDrive NPC
Noelene’s path to becoming a leader in the health sector was not a straight line. With 25 years of experience in marketing and promotions, including 14 years at Persetel (now Business Connexion), she ventured into the world of entrepreneurship by starting her own company, Sho-Sho-Lo-Za Marketing. Specializing in event management, public relations, and corporate social investment (CSI) initiatives, Noelene’s career took a turn when she decided to give back to the community through cause-related events. This decision ultimately led to the creation of PinkDrive NPC, South Africa’s first mobile mammography and educational unit. Her work emphasizes the importance of early detection and has made a tangible impact on cancer awareness and education across the nation.
Noelene’s inspiration to pursue this path came from personal experience. Having lost loved ones to cancer, she made it her mission to make a difference in the cancer space. She envisioned PinkDrive as a leader in the industry, providing much-needed services to those in need. Her greatest achievement to date is the launch and continuous operation of the PinkDrive Mobile Cancer Screening Trucks, which have been on the road for the past 14 years. Seeing the gratitude of the communities they serve keeps her motivated and driven. Noelene attributes her success to the support of her family, especially her husband, Roy, who has been her pillar of strength throughout her journey. She believes in honesty, integrity, and a positive attitude, qualities that have become integral to her life and work. As a fundraiser, caregiver, and advocate for cause marketing, Noelene’s commitment to her mission is unwavering. Her work not only reflects her passion for life but also her belief in the power of women to uplift a nation.
“It takes a mother to raise a child, and it is women who uplift a nation.”
Starting PinkDrive NPC came with significant challenges. Noelene Kotschan faced the difficult task of establishing the organization as a recognized non-profit and becoming a trusted Corporate Social Investment (CSI) partner. She knew there were no shortcuts to achieving this status, especially in South Africa. One of the major hurdles was securing an endorsement from the Department of Health to provide medical services in specific areas. However, Noelene believed in the power of tangible results and knew that by making a real difference in the community, PinkDrive could build a strong reputation and achieve success.
Education and awareness were also significant obstacles. Many communities were unaware of the importance of gender cancer screening or the services that PinkDrive provided. Even after a diagnosis, ensuring that patients could access the necessary treatment within the public health system was another major challenge. Despite these difficulties, Noelene and her team persisted, working tirelessly to overcome these barriers and provide critical services to those in need.
A turning point in PinkDrive’s journey came with the introduction of their first Mobile Cancer Screening Truck. This innovation allowed PinkDrive to reach communities that had previously been inaccessible, bringing essential cancer screening services to those who needed them most. This move transformed PinkDrive from merely a cancer awareness organization into a true change-maker in the cancer sector. Staying ahead in the industry requires strategic collaboration. Although PinkDrive does not receive direct funding from the National Department of Health, it works closely with local healthcare facilities, government bodies, and community organizations to extend the reach of cancer screening services. This collaboration has positioned PinkDrive as a key service provider in South Africa’s healthcare sector, enabling it to deliver crucial cancer screening services in under-resourced areas.
Innovation plays a crucial role in PinkDrive’s strategy. As advancements in gender cancer screening continue, PinkDrive ensures that its equipment is regularly updated and that its medical staff is trained to provide the latest screening services. This commitment to staying current with technological and medical advancements ensures that PinkDrive remains at the forefront of cancer screening in South Africa. To ensure sustainability, PinkDrive relies on donor funding, sponsorships, and fundraising campaigns. Noelene has developed an advanced pipeline of events to maintain financial stability while promoting gender cancer awareness and screening services. The organization also focuses on strategic alignment with financial goals, organizational growth, and adherence to relevant acts and policies. Additionally, PinkDrive is committed to environmental sustainability, with plans to power their new Cancer Screening Mobile Fleet using solar-generated energy, in line with South Africa’s National Development Plan.
“My key lessons in life are to never give up, always look for the positive in a bad situation, accept the challenge of change and be willing to run with it.”
Attracting and retaining top talent in the non-profit sector can be challenging, as it lacks the financial benefits of the corporate world. However, Noelene understands that those who choose to work in this sector are driven by a passion for making a difference. It is this passion that fuels both the organization and its people, creating a strong and dedicated team. One of the most difficult decisions Noelene had to make as a leader came in 2019, when economic challenges and a significant decrease in funding forced PinkDrive to reduce overheads. The Board decided to move all permanent staff to contract positions to ensure the organization’s long-term sustainability. Despite the challenges, PinkDrive managed to retain all staff members who chose to stay, navigating through this difficult period and the subsequent COVID-19 pandemic. This outcome was a testament to the commitment and resilience of both the management and staff.
Noelene Kotschan manages to balance her professional and personal life through careful planning and discipline. She emphasizes the importance of planning ahead and setting boundaries, such as ending work at a specific time each day and avoiding time-wasting activities. To maintain a healthy work-life balance, she also makes a point to switch off technology and accepts that there is no such thing as a perfect balance. By managing her time effectively, Noelene ensures she can fulfill her demanding role while still making time for herself and her loved ones.
When asked about advice for aspiring business leaders in Africa, particularly those in the non-profit sector, Noelene stresses the importance of collaboration. She believes that in South Africa, where the Corporate Social Investment (CSI) resources are limited, working together can achieve far more than individual organizations acting alone. By uniting forces, non-profits can make a greater impact and better serve their communities.
Looking ahead, Noelene sees great potential for the future of business in Africa, particularly in the non-profit sector. She believes that South African organizations can learn valuable lessons from other African countries that have successfully implemented programs on the ground with fewer resources. Collaboration and forums are increasingly being sought across the continent, and Noelene sees PinkDrive playing a vital role as a leading player in gender cancer screening. Technology, according to Noelene, will be a key driver of growth for African businesses. She reflects on PinkDrive’s pioneering use of technology when it launched the first Mobile Mammography Unit and supporting Mobile Educational Unit in Sub-Saharan Africa in 2009. Today, PinkDrive operates multiple mobile health trucks and educational vehicles that provide essential cancer screening services across South Africa. As technology continues to evolve, Noelene believes that it will play an even more significant role in reaching rural communities with critical health services, including cancer screening.
Corporate Social Responsibility (CSR) is another area where Noelene is passionate. She firmly believes that every company, regardless of its size, has a role to play in CSR. Her vision for the future is one where CSR campaigns are not just encouraged but mandated, with every company in South Africa contributing to social good. Noelene hopes that the South African government will recognize the value of these campaigns and support their widespread adoption.
As for the legacy Noelene hopes to leave behind, it is one of profound impact through PinkDrive. She recalls being asked by a 13-year-old named Robyn what legacy she would leave behind. Noelene’s answer is clear: PinkDrive is her legacy. Her journey into the non-profit world was born out of personal tragedy—losing her husband to terminal brain cancer and her father to leukemia. These experiences fueled her determination to make a change in the cancer space, leading to the creation of PinkDrive.
Noelene’s message to South African businesswomen is one of unity and forward-thinking. She urges them to stand together and look toward the future. The lessons she has learned in life—never giving up, finding positivity in difficult situations, embracing change, being a good citizen, and sharing wealth in the form of money or knowledge—are the principles that guide her in both her personal life and her business endeavors. Through PinkDrive, Noelene Kotschan is leaving a legacy of hope, resilience, and dedication to the fight against cancer in South Africa.
“Early detection of Cancer became my mission, and SO PinkDrive was born.”