Design of a strategy to attract and retain volunteer blood donors at the Central Hospital of the Armed Forces.
DOI:
https://doi.org/10.35954/SM2016.35.1.4Keywords:
Blood Donors, Blood BanksAbstract
The shortage of blood components and blood products can be life-threatening and this leads to the need to recruit and keep the components in stock before they are needed.this situation is of concern to the Hemotherapy and Transfusion Medicine Service of the Central Hospital of the Armed Forces where the design of a marketing strategy to attract and retain voluntary and repeated blood donors and thus transform a model of replacement blood donation into a model based on voluntary donation is proposed. Design: A descriptive, prospective study with analytical elements was carried out.Data were obtained from the donor registry of the Hemotherapy and Transfusion Medicine Service of the Central Hospital of the Armed Forces in the period 1/1/2012 to 31/12/2013 and from a survey applied to donors to know the perception of the quality of the service in the period 4/09/2014 to 19/09/2014. Main results: replacement donors correspond to 87.3% in 2012 and 86% in 2013. There is a significant reduction in the donor rate of 19. 1 x 1000 for a number of users of 151,276 in the year 2012 and the donor rate for the year 2013 is 14.9 X 1000 for a number of 150,268 users. Predominates: male sex and the average age is 30.7 years.All donors would donate blood again.From the perception of the donor against the attention received, the facilities and other perceptions as are the refreshments, signage, opening hours and image of the donation, the respondents consider it from good to excellent. Recommendations: Create a database with donor data for the purpose of proactively managing donors and donation. Implement the marketing strategy designed to manage the recruitment and loyalty of voluntary, replacement and temporarily excluded donors.
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