Case Study Report

Case study report: marketing in blood donation
1. Introduction
Blood transfusion is an irreplaceable important method to save people, ancient and modern, has experienced hundreds of years. Safe blood transfusions save countless lives security; conversely, not safe transfusion also harm many patients with health and life. Whatever the blood industry as a medical professional, a service organization, or an enterprise, it is one of the most intriguing industry. what else we can do？ Establish a well-organized system of quality blood transfusion service agencies, recruit voluntarily blood donors, effective detection of blood, reasonable and clinical use. The basic is   ensure blood safe, how to recruit become more important.
Promotional objective
  How to recruit these low-risk voluntary blood donors is a critical link of the whole blood safety, and to achieve this point, can be use marketing methods and strategies into non-profit welfare organizations. According to the marketing environment analysis, market research, market segmentation, target market, market positioning, marketing planning and evaluation,we can work out methods from some aspects which is recognition, recruiting, selection and retention of the donors.
2.1 recognition of donors
  The motivation of promote people to donate blood sum up in the following aspects: altruism and humanitarian, monetary compensation, the mass media guide, curious about the psychological effect. So some scholars to summarize to donate blood for the five types of motivation : love, honor, curious, passivity and reward.
2.2 selection of donors
  According to the theory of market segmentation, there are three types of donors: paid donors, family and friends donors and voluntary blood donors. Paid donors rely on blood donation to live,so they have high-risk spread the disease by their blood. Family and friends usually donate blood in the blood of the shortage areas, due to the emotional reasons forcing blood donors to... [continues]

Read full essay