Cadernos de Saúde Pública
On-line version ISSN 1678-4464
LUDWIG, Silvia Terra and RODRIGUES, Alziro César de Morais. Blood donation: a marketing perspective. Cad. Saúde Pública [online]. 2005, vol.21, n.3, pp. 932-939. ISSN 1678-4464. http://dx.doi.org/10.1590/S0102-311X2005000300028.
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.
Keywords : Blood Donors; Social Marketing; Strategies.