Example Of Canadian Blood Services Case Study

A case study of blood donation statistics and trends for the past one year reveal an increased donation to the blood bank. However, there was a significant challenge that showed an increase in demand for blood products growing at a rate of two percent per annum. This meant that in a short while the overall production would not meet the growing demands as the population continues to grow.
It was identified that blood demand grew to the frequency of increased surgery procedures, research, and implementation of new ways of performing surgery as seasonal variations in emergencies. From CBS perspective and previous decisions arrived at, the total marketing budget was estimated at approximately 4.5 million dollars. This catered for advertising costs, national recognition, retention programs, recruitment programs and professional fees and production.
The report also indicated that donor motivation was based on various reasons. For instance, new blood donors were more willing to donate than older ones. Also, most of the donors reported that they donated for good will that they might also need the blood in future or had a close relative patient in need of blood. From research conducted by Ipsos, donors were more likely to donate blood due to self-motivation often through peer encouragement. Others donated as a means of self-fulfillment to give back to the society while others it was a habit. The low donation figures were often as a result of holidays and winter when people were most likely away from their normal activities. This made it difficult for a convenient donation environment.
With all the effort from the management board and this factors into consideration, the challenge becomes how to increase the blood donation in a convenient manner so that at any one time there is enough blood to take care of patient’s needs. It was observed that during holidays, there were more emergency cases and at the same time, the rate of blood donation went down. A new marketing strategy to counter this concern would be to make a conducive environment for those on holidays to be encouraged to donate blood. Using methods such as customized blood collection buses that can reach remote locations where people go on holidays is one way of meeting this goal. Through studying the behavior of people during holidays especially those who are frequent donors so that once the blood levels reach an alarming level, the collection can be concentrated in areas they are capable of achieving results.
Another solution is to implement a comprehensive blood bank database. Using mobile phone applications as a linking platform, people who are inclined to donate can register their blood types and groups. This way an emergency shortage of blood can be controlled by contacting the possible donors of the specific blood group. Through the mobile platform and social media, events can be used to create interactions with people on advantages of blood collection. Members who will have donated blood for a period, for instance, say 30 times can be awarded a medal recognized internationally. This will raise awareness and help people know the advantages of donations.
Implementing this alternative will help improve in handling the situation at the moment as more decisions are sought after to determine newer solutions. Its implementation can be done by slowly integrating the new methods as an addition to the already established marketing plan. However, this calls for an increase in the revenue allocated for marketing and general expenditures which the management board must provide.