Application of marketing strategies and methods in recruitment of voluntary apheresis platelet donors

Abstract

Objective To explore the application of marketing strategies and methods in recruitment of voluntary apheresis platelet donors. Methods From November 2016 to October 2017, a total of 2 762 voluntary blood donors, who had donated apheresis platelet at the Foshan Central Blood Station, were included in study group. During that period, the marketing strategies and methods already applied to recruitment of voluntary apheresis platelet donors. And from November 2015 to October 2016, a total of 2 621 voluntary blood donors, who had donated apheresis platelet at the same blood station, were included in control group. During that period, the marketing strategies and methods were not applied to recruitment of voluntary apheresis platelet donors yet. Marketing strategies and methods for the recruitment of voluntary apheresis platelet donors included: mobilization of apheresis platelet donation population, optimization of blood donation environment, improvement of blood donation service mode, improvement of blood collection techniques and service levels of blood collection staff, adjustment of blood donation souvenirs, improvement of post-donation services, etc.. A retrospective analysis method was used to investigate the incidences of adverse reactions of voluntary apheresis platelet donors, the proportions of voluntary blood donors who repeatedly donated apheresis platelet more than twice in one year, and proportions of voluntary blood donors who donated 20 U of apheresis platelet at a single blood donation in the two groups, respectively. By the way of questionnaire, the satisfactions of blood donation of voluntary apheresis platelet donors in the two groups were investigated. By chi-square test and correction for continuity chi-square test, the incidences of adverse reactions of voluntary apheresis platelet donors, the proportions of voluntary blood donors who repeatedly donated apheresis platelet, the proportions of voluntary blood donors who donated 20 U of apheresis in a single blood donation, and satisfactions of blood donation of voluntary apheresis platelet donors between study and control group were compared, respectively. Results ① In this study, the incidence of adverse reactions of voluntary apheresis platelet donors in the study group was 0.4% (11/2 762), which was lower than 0.9% (24/2 621) in the control group, and the difference was statistically significant (χ2=5.574, P=0.018). ② The proportion of voluntary blood donors who repeatedly donated apheresis platelet in the study group was 16.6% (458/2 762), which was higher than 12.0% (314/2 621) in the control group, and the difference was statistically significant (χ2=17.074, P<0.001). Among the voluntary blood donors in the control group, the proportion of donors who donated twice and three times or more was 5.6% and 11.0%, respectively, which were higher than 2.8% and 9.2% in the control groups, with statistically differences (χ2=25.116, 4.863; P<0.001, =0.027). To compare the composition ratios of voluntary apheresis platelet donors who donated twice and three times or more in the two groups, there was statistically significant difference (χ2=9.055, P=0.003). ③ The proportion of blood donors who donated 20 U apheresis platelet was 21.1% (584/2 762) in study group, which was higher than 8.0% (210/262 1) in control group, and the difference was statistically significant (χ2=184.43, P<0.001). ④ The total satisfaction of blood donation of voluntary apheresis platelet donors in study group was 95.0% (114/120), was higher than 85.0% (102/120) in control group , and the difference was statistically significant (χ2=6.667, P=0.010). The composition ratio of the different degree of satisfactions of voluntary apheresis platelet donors between the two groups were compared, and there was statistically significant difference (χ2=8.682, P=0.034). Conclusions The marketing strategies and methods were applied in the recruitment of voluntary apheresis platelet donors, which could reduce the incidence and severity of adverse reactions of apheresis platelet donation, and increase number of voluntary apheresis platelet donors and satisfaction of apheresis platelet donation. So, the blood collection and supply institutions can not only develop the potential apheresis platelet donors, but also increase the number of apheresis platelet donors who could donate twice or more, which ensures continuous and healthy development of apheresis platelets donation, as well as adequate supply of apheresis platelets in clinical. Key words: Blood donors; Marketing; Blood platelets; Blood donation team; Recruiting