Presentation on theme: "Marketing Plan For Red Cross Biomedical Blood Services"— Presentation transcript:
1 Marketing Plan For Red Cross Biomedical Blood Services Michael E. NavickyforPADM 7040
2 ObjectivesProvide the nation with a variety of blood products that are as safe as possible.Set new standards for safety and quality.
3 OrganizationBiomedical Services is a separate division of the American Red Cross. Biomedical Services is further divided into:Blood ServicesTissue ServicesNational Testing LabsResearch and DevelopmentThe American Red Cross operates 36 Blood Services regions nationwide.
4 CustomersThe American Red Cross provides 6,000,000 units of blood each year to over 3,000 hospitals. They will deliver blood anywhere in the nation there is a need.The nationwide need is 38,000 units per dayPer patient need can widely range depending on the medical conditionThe American Red Cross collects and distributes half the nations blood supplyWhile those in need are customers the donors should also be treated as such. The Red Cross served 3.85 million donors in 2003.
5 CompetitionCompetition from other volunteer donation organizations is low in fact they work together with many:America’s Blood CentersArmed Services Blood ProgramSome for profit companies pay donors for their contribution. Companies do this because certain medical products require blood components to be synthesized.As will be mentioned later the American Red Cross prefers unpaid donors because of the inherent safety.
6 Strengths and Opportunities These are both also challenges but it shows we aren’t at max capacity just that we need to attract others to donate:60% percent of U.S. population eligible only 5% donate.The average donor is a college-educated white male, between the ages of 30 and 50, who is married and has an above-average income.Discards only 2% of blood collected mostly false positives but guarantees a safe blood supplyTechnology advances always offer opportunities for good a couple are:Nucleic Acid Testing, this more accurate AIDS/HIV test will reduce the amount of discarded blood.Newer and better blood substitutes decrease dependence on donationsThe Red Cross implemented a $287 million upgrade program in 1999 that improved its infrastructure and ability to serve customers that will take it far into the 21st century
7 ChallengesRestrictions on large groups that are inherently willing to donate. The military in particular, with 2/3 of the military having been deployed over the last few years most members are ineligible to donate for at least a year.Donors can be deferred for several reasons for different periods of time depending on the condition a few examples are:Receive a blood transfusion in the United Kingdom after 1980, you are permanently disqualifiedGet a tattoo in a state with no tattoo regulations, wait 12 monthsHave a fever, wait until the fever is overA detailed list can be obtained at this website:Blood has a shelf life of 42 days, technology may help extend this but constant giving is requiredSeasonal lulls, the winter and summer months both see a decline in giving because of busy schedules, vacations, etc.Both also opportunities but challenge is to educate, provide access and incentive for broader donations60% percent of U.S. population eligible only 5% donateThe average donor is a college-educated white male, between the ages of 30 and 50, who is married and has an above-average income.
8 Primary Marketing Tools Website provides a vast amount of informationSeveral ways to make a donationWill identify the closest center to your homeWill give you opportunity to enroll in mailings and phone calls that will remind you when you can donate againWill provide help to organizations interested in organizing a blood driveDonation process itself to include readings and videos2003 Save a Life TourUsed to raise awareness, the tour consisted of two vehicle convoys each with a mobile museum and a rolling classroom. The tour lasted from May to November and visited 300 communities and attracted 38,000 visitors. Some counties visited boosted donations by 20%.
9 Building MembershipThe customer for this product will always be available and the American Red Cross has established itself as a premier source of quality blood products.While the Red Cross needs to continue informing its customer base of its safe and quality blood supply the real marketing challenge is attracting eligible donors.Primary challenge seems to be awareness of the blood supply situation and donation process
10 Better Use of Marketing Offer/market opportunity matrix (Fig 3-6, page 81) two situations in which to apply this matrixBlood for those in need: The offering of blood to those in need can change little. Already considered safe, reasonable gains in safety and availability are expected. New markets for blood appear to be almost non-existent considering the high-demand and limited supply.Donors of blood: Both the offering and the market can change and expand to attract new donors.
11 Better Use of Marketing (Con’t) Blood Donors offer/market matrix continuedCurrent offering includes:Experience a slightly uncomfortable physical experienceTime out of your day/inconvenience of donatingAll in exchange for helping others, feeling good about yourself, saving a life.Current market includes:White males, years of age, married with an above average income and college education
12 Better Use of Marketing (Con’t) suggested changes to offering Changes could come from:Less time out of your day/more convenient donatingLess discomfortDifferent compensationThe Red Cross rules out monetary compensation accepting only volunteer donations. This practice will not change due to Red Cross culture and policyLess discomfort is not something to focus on as discomfort is already minimalLess time out of your day and more convenient donating should be the major focus.More use of mobile donation centers.More blood drives at locationsGo to the donors don’t have them come to you
13 Better Use of Marketing (Con’t) suggested changes to market Changes could come from targeting different:Age groupsEthnic groupsIncome levelsEducation levelsMore research would determine which groups to target.An additional short coming seems to be that the Red Cross relies on new groups to approach the Red Cross in order to organize drives.Red Cross representatives should seek out and approach community leaders that would be able to motivate large groups of donors.
14 Frequently Asked Questions from the Blood Services website Why doesn't the Red Cross pay its blood donors to increase the blood supply?Scientific data shows that people who donate blood for altruistic reasons are the safest blood donors. As an extra layer of safety to the blood supply, Red Cross accepts only volunteer blood donors(http://www.redcross.org/faq/0,1095,0_379_,00.html)Why does the Red Cross sell blood and blood products that are given freely by donors?The American Red Cross is a nonprofit organization that supplies almost half of the nation's blood supply by working with more than 4 million donors and 3,000 hospitals. We rely on the generous gifts volunteer blood donors provide us. In order for the Red Cross to make that gift available to patients in need, we must collect, store, test and process the blood. There are significant costs associated with each of these processes, and in order for us to continue making one person's donation available to someone else who needs it, we must charge for the testing and processing of the blood to recoup these costs.
15 How can you help?Go to this website or call this number for information on drives, locations or the donation process itself.American Red Cross:1-800-GIVE-LIFE ( )It will take an hour of your time and one pint can help save as many as three lives.