Doação de sangue: uma visão de marketing

Silvia Terra Ludwig · Alziro César de Morais Rodrigues

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Blood donation and transfusion practices Nonprofit Sector and Volunteering Organ Donation and Transplantation

Abstract

This paper emphasizes how marketing can make a difference in repeat donations by volunteer blood donors, since the greatest challenge for health institutions is to maintain and increase blood donation. In this context, understanding volunteer donors' motivations is highly important, and the studies reported here demonstrate that several variables are relevant to blood donation. The huge number of patients in need of blood transfusions and the lack of sufficient blood and blood products justify the interest in this study, considering both donors' and blood banks' perspectives. Moreover, recognition of the importance of actions and orientation for donors is fundamental for developing a marketing strategy. It is thus relevant for health institutions to identify donors' actual needs and wishes.

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References

1988Communication and Control Processes in the Delivery of Service Quality 1985A Role Theory Perspective on Dyadic Interactions: The Service Encounter 2002Motivations to donate blood: demographic comparisons 1977A review of blood donor motivation and recruitment 2002The contribution of sociodemographic, medical, and attitudinal factors to blood donation among the general public 1994Administracao estrategica de servicos: operacoes para a satisfacao do cliente 1999Analysis of donor return behavior 2003Attitudes toward blood donation incentives in the United States: implications for donor recruitment

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2012Motivation and social capital among prospective blood donors in three large blood centers in Brazil 2011Estratégias de captação de doadores de sangue: uma revisão integrativa da literatura 2018Redes Sociais e Promoção da Saúde: Utilização do Facebook no Contexto da Doação de Sangue 2010Development of a questionnaire for assessing factors predicting blood donation among university students: a pilot study.2023Barriers and motivations for blood donation: an integrative review

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