Providing health checks as incentives to retain blood donors — Evidence from two field experiments

Leipnitz, Sigrun; Vries, M. De; Clément, Michel; Mažar, Nina

doi:10.1016/j.ijresmar.2018.08.004

Cited by 24 publications

(21 citation statements)

References 53 publications

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“…This raises the possibility of providing further health screening as part of standard blood donation procedure, as a way to engage older donors. Previous research has demonstrated the effectiveness of cholesterol screening to increase donation rates, although not specifically with older donors [23]. Although as Zeiler et al [12] reported, committed older donors may be disappointed to be permanently deferred from blood donation, our findings suggest that older donors understand that their health may eventually preclude them from donating and are likely to accept when this happens, even if they are disappointed.…”

Section: Discussioncontrasting

confidence: 49%

Still willing and able to contribute: donor perspectives on donating blood in later life

Thorpe

Masser

Nguyen

et al. 2021

ISBT Science Series

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Background and objectives With greater numbers of Australians living longer with healthier lives, older adults could make a greater contribution to wholeblood and plasma donor panels. Understanding the experiences and attitudes of middle-aged to older Australians towards blood donation may provide opportunities to develop strategies to engage, recruit and retain older donors.Methods Semi-structured interviews were conducted with 34 donors aged 50 and over with diversity of donation experiences and age at which they first donated. The interviews focussed on becoming and remaining a donor, donating in later life and intentions to continue donating.Results For some older people, being a blood donor is an important social role associated with a sense of themselves as healthy, knowledgeable and able to make a valuable contribution to the community. The majority of participants believed that age should not be a barrier to continued donation and that eligibility should be based on health and not age. ConclusionOlder donors intend to continue to donate for as long as they are eligible or until they perceive themselves ineligible. Recommendations are provided for strategies to engage with older donors.

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Section: Discussioncontrasting

confidence: 49%

Still willing and able to contribute: donor perspectives on donating blood in later life

Thorpe

Masser

Nguyen

et al. 2021

ISBT Science Series

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“…Prior to publication, early theorizing and findings of this research on interventions to control food portions were shared at numerous academic talks and conferences with academics in the fields of nutrition, health, medicine, and agricultural and applied economics. Non-academic audiences Leipnitz, de Vries, Clement, and Mazar (2018), IJRM Exemplifies the value of sharing research ideas and preliminary findings with non-academic audiences while the research is still ongoing. Randomized field trials on blood health-check services for blood donors were used in extensive cooperation with the German Red Cross Blood Donation service to test different incentive strategies for blood donation.…”

mentioning

confidence: 99%

Creating Boundary-Breaking, Marketing-Relevant Consumer Research

MacInnis¹,

Morwitz²,

Botti³

et al. 2019

Journal of Marketing

109

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Consumer research often fails to have broad impact on members of the marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by rigorous research. The authors propose that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what consumer researchers study, why they study it, and how they do so. The authors identify these boundaries and describe how they can be challenged. By detailing five impactful articles and identifying others, they show that boundary-breaking, marketing-relevant consumer research can influence relevant stakeholders including academics in marketing and allied disciplines as well as a wide range of marketplace actors (e.g., business practitioners, policy makers, the media, society). Drawing on these articles, the authors articulate what researchers can do to break boundaries and enhance the impact of their research. They also indicate why engaging in boundary-breaking work and enhancing the breadth of marketing’s influence is good for both individual researchers and the fields of consumer research and marketing.

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“…Sales promotion: it was investigated the effectiveness of the donation promotion strategy, where the main idea is health testing (Leipnitz et al, 2018), donor examination as a tool for incentives (van Dongen et al, 2013), the implementation of loyalty programs for donor retention (Greffin et al, 2018), the effect of small gifts (Garbarino et al, 2013).…”

Section: Figure 1 Number Of Publications By Yearmentioning

confidence: 99%

“…2015-2019: focus on donor retention and the use of modern marketing communication tools. Most of the articles are devoted to modern marketing tools in the service of blood ( Figure 5): Internet media (Aravindakshan et al, 2015), mobile applications (Yuan et al, 2016), interpersonal communications (Abril, 2016), motivational interview (France et al, 2017), e-mail (Bachegowda et al, 2017), Donor Day (Kranenburg et al, 2017), social networks (Sumnig et al, 2018), radio (Sumnig et al, 2018), mobile melodies (Appiah et al, 2018), motivational interview (France and France, 2018), WhatsApp (Rodrigues et al, 2019), text messages (Gemelli, 2018;Moussaoui et al, 2019), loyalty programs (Greffin, 2018), tools for attracting new donors (Senaldi, 2019) and retaining existing ones (Leipnitz et al, 2018;Hashemi et al, 2019).…”

Section: Figure 1 Number Of Publications By Yearmentioning

confidence: 99%

Analysis Of The Marketing Activities In The Blood Service: Bibliometric Analysis

Khomenko

Saher

Polcyn

2020

HEM

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This paper summarizes the arguments and counterarguments within the scientific discussion on the marketing activities of blood service for over the last 20 years. The main purpose of the research is to understand the content and characteristics of existing research in the field of marketing in blood service to determine the direction of future research for both scientists and practitioners. Systematization of the literary sources and approaches for solving the problem of marketing in blood service indicates that a large amount of research in the field of marketing activities of blood service for the last 20 years requires a synthesis of existing research. The relevance of this scientific problem decision is that one of the criteria for the health level of the country’s population is the availability of a sufficient number of blood donors (Global, 2017). Moreover, marketing activities of blood service allow to attract and retain the required number of donors and receive from them a sufficient amount of blood and its components. Investigation of the topic of the marketing activities in the blood service in the paper is carried out in the following logical sequence: it was determined the influence of authors, journals, and articles about marketing in the blood service, studied and identified marketing clusters in the blood service, conducted the content analysis and presented the visualization of scientific literature on marketing activities in the blood service. Methodological tools of the research methods were 2000-2019 years. The object of research is 262 relevant articles published in 25 journals over the period 2000–2019 because, namely, they explain the essence of marketing activity in blood service facilities. The paper presents empirical analysis publications on marketing in the blood service during the last 20 years, which showed that the most influential journals were Transfusion, Vox Sanguinis, and Transfusion Medicine Reviews. The most famous authors are Wakefield M.A., Gillespie T.W., Glynn S.A., Lemmens K.P.H., Bednall T.C., Sojka B.N., Masser B.M. The classification literature on marketing in the blood service is presented in the areas of recruitment and retention strategies, influence, and incentives for planned behavior, decision-making on donation. Each five-year plan covers research in the following areas: understanding donor behavior to develop engagement and use strategies, finding ways to recruit new donors, marketing tools to work with donors, focusing on donor retention, and using modern marketing communication tools. The research empirically confirms and theoretically proves that it is advisable to focus on the introduction of the most modern tools of marketing communications (messengers, mobile applications, ringtones on mobile phones, social networks) in combination with traditional (radio, brochures, videos, SMS messages, motivational interviews, and loyalty programs). It is also recommended to pay attention to average when building the loyalty of existing donors to increase the amount of blood donated by more donors and improve the quality of donors and blood safety. The results of the research can be useful for blood services and companies who promote unpaid voluntary donation. Keywords: blood donor, blood service, marketing, marketing activities, motivation, promotion, recruitment, retention.

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Providing health checks as incentives to retain blood donors — Evidence from two field experiments

Cited by 24 publications

References 53 publications

Still willing and able to contribute: donor perspectives on donating blood in later life

Still willing and able to contribute: donor perspectives on donating blood in later life

Creating Boundary-Breaking, Marketing-Relevant Consumer Research

Analysis Of The Marketing Activities In The Blood Service: Bibliometric Analysis

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