Cause Marketing and Blood Donation: A Study of a Modern Blood Bank in India

Abstract

The shortage of blood in the country remains a big question in our Indian society. Unlike western countries, voluntary blood donations in the country reflect abysmal figures. Some modern blood banks in the country have arisen and have come a long way in filling this gap and improving the awareness and importance of voluntary blood donations. One such case is that of one of India’s leading modern blood bank, Prathama Blood Centre, located in the city of Ahmedabad. They have the state-of-the-art facility with the latest technology, which helps in componentalization of blood into different parts used in varied indications. The bank is against replacement during blood distribution unlike the reputation of other blood banks or related organizations. Prathama is also the first bank to introduce the concept of societal marketing in blood banking in the country. Overall, their actions are commendable as they are doing a great service to the society. However, there are certain sections of the public who are skeptical about the activities of blood banks including Prathama. Their perception is that the entire process is commercialized and there is not much to talk about or praise their profound services. In this light, this work is an attempt to highlight the current state of blood banking in the country with a focus on the operations of Prathama Blood Centre. A constructive survey of the public about their opinion and perceptions about blood donations & Prathama has also been carried out. Although the blood bank is supposed to work on societal lines it has to professionally manage its activities and operations to maintain quality service and its reputation as one of India's leading modern blood bank. This work shall be highly useful to policy makers and managers associated with the blood banking sector and also those who are pursuing research in the area of societal marketing and blood banking.