University of Houston
Marketing Research Presentation
November 9, 2009
INTRODUCTION
GO TO MARKET STRATEGY
Permanently
Increase the Blood Supply
In The Gulf Coast Region
INVESTIGATION
VISUALIZATION
REALIZATION
The gathering phase of the methodology. Finding appropriate
information to create a foundation from which to move forward.
Marketing Materials Review
Customer Insight
Touchpoint Analysis
The freethinking stage. Allowing new ideas
developed from the strong foundation to take shape.
Separation Statement Creation
Positioning and Messaging Development
Strategic Plan Creation
MARKETING
MATERIALS
REVIEW
Cube Explanation
THE
CUBE
CUSTOMER
INSIGHT
Group 1
Group 2
Group 3
Group 4
Group 5
Group 6
Group 7
Group 8
Group 9
Anglo females, 25-45 years of age
Anglo males, 25-45 years of age
African-American females, 25-45 years of age
African-American males, 25-45 years of age
Hispanic females, 25-45 years of age
Hispanic males, 25-45 years of age
Dormant donors – have not donated in last two years
Infrequent donors – donated 1-2 times in past year
Frequent donors – donated 3-6 times in past year
Donors vs Non-Donors
• Donors see people
• Non-donors see needles
• Donors see a bigger world picture
• Non-donors see inconvenience
•
Donors see themselves making a difference
•
Non-donors see others carrying this burden
Donors vs Non-Donors
Donors
Non-Donors
Lack Of
Awareness
Non-Donors
•
Not comprehending key media-based messages –
still looking for answers to the “why me?” question
•
Lack significant knowledge about process of giving,
protections in place, frequently asked questions on
the risk of infection or contamination
•
Likely to change behavior if they are educated on
how blood is managed, collected, distributed
Non-Donors Don’t Know
 Level of blood shortage
 Location to donate right now (passivity)
 What happens to their blood after giving
 That whole blood cannot be purchased
 What the media messages really mean
 Who really needs blood
 Why they should give blood
Hispanic Insight
• INS and documentation fears supercede the desire to donate
• These fears can be quieted with “plain-speak” explanations in
their native language
•
The newness of the idea has tremendous appeal to this
community oriented market
• Hispanics want to know that their contribution counts in ways
that matter
•
This is the strongest market for the family assurance program
African American Insight
•
•
Culture does not include the tradition of donating blood
•
The perception of inequity in blood value is strong in this
community
Therefore, they are unaware of the need, and barely informed of
the benefits of blood donation
• School, church, community and spiritual leaders are strong
influences in the African American culture
•
The newness of the idea has tremendous appeal, but information
and clarification is needed to turn this into a viable market
Anglo Insight
•
Culture includes the tradition of donating blood
• However, it takes a very low position on the priority list
because “others” are taking care of it
•
Anglos need recognition, reward, acknowledgement and
demand more incentives and thank-you mechanisms
•
Require personalization – a face – to make it palatable
•
Requires more information to even consider this act of giving
TOUCHPOINT
ANALYSIS
Gulf Coast Regional Blood Center (Cy-Fair College Mobile)
Gulf Coast Regional Blood Center (Cy-Falls High School Mobile)
Gulf Coast Regional Blood Center (Cy-Fair Facility)
Gulf Coast Regional Blood Center (Headquarters)
Gulf Coast Regional Blood Center (Northwest Facility)
Gulf Coast Regional Blood Center (Humble Facility)
Gulf Coast Regional Blood Center (Conroe Facility)
Gulf Coast Regional Blood Center (Memorial City Facility)
Gulf Coast Regional Blood Center (Brenham Facility)
Gulf Coast Regional Blood Center (Sacred Heart Mobile - Conroe)
The University of Texas Medical Branch at Galveston
St. Luke’s Episcopal Hospital
St. Luke’s Episcopal (Mobile)
The University of Texas M.D. Anderson Cancer Center
Was the location easy to find? Was the signage
effective? What was your first impression?
Locations were difficult to find
Signage was light if at all
Internal and external visuals were inconsistent
What happened when you entered the facility?
Were you greeted? Who was your first contact?
Were they helpful?
Reception area was cluttered with brochures
and cards
Usually welcomed as you entered the facility
No contact after the initial introduction
No explanation of what to expect
Describe the waiting area? Were there any signs or posted
information summarizing blood facts and figures? Any
visuals showing how your participation helps the
community?
Waiting area had the same clinical feel as a
doctor or dentist office
Usually plenty of magazines
Not much blood related information
Nothing to make you feel welcome
Again, no explanation of what to expect
Describe the process of filling out the paperwork. How did
the process make you feel? Was there any attempt to ease
your fears or provide you with information?
Usually a cold reception from the screener
Process was inconsistent from facility to facility
Information varied on the questionnaires
Iron test was a turn off
Did the Phlebotomist discuss the procedure before they
began? Was there anything to view while you were giving
blood? Was there anything done to help make the time
pass?
Very clinical
After the initial prep, there was very little contact
There was the feeling of moving you through the process
Information was inconsistent
Usually no blood related information
Was your next visit discussed? Was the closest permanent
facility (if applicable) to you discussed? Were the next
local blood drives discussed? Were you given relevant,
easy to understand materials regarding your donation?
Pointed to the snacks (drink, cookie, chips)
“If you feel ok you can leave”
 No instructions regarding your next visit
Information was inconsistent from place to place and it
was usually not easy to understand or relevant
Usually no blood related information
SEPARATION
STATEMENT
Current Description
Five organizations
working
toward
competing
for
a common goal.
Desired Market(s)
Those that do.
Those that would.
Desired Market(s)
“Doers” and “Woulders”
Donors
I
Do
Non-Donors
I
Would
I
Won’t
Promise to the Desired Market(s)
To remind the “woulders”
to do and the “doers”
to do again.
Support for the Promise
Create an experience that
fosters never ending
support.
Personality
Warm.
Committed.
Aspiring Vision
Commit for Life.
Steps to “Commit for Life”
1) Donate 1 time per quarter
2) Allow us to contact you
3) Spread the word
THE
GOLDEN
THREAD
Donor Life Cycle
Awareness
(emotional
appeal)
Retention
(direct emotional
appeal)
Commit for Life (uplifting, educational)
Experience
Recognition
(applause,
appreciation)
Awareness Conversion
Awareness
The objective of the donor
Retention
Experience
life cycle is to turn
awareness into knowledge
Recognition
AWARENESS
1.
Emotional
Appeal
Concept One
Faces
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Concept Two
Reasons
Concept Three
Imagine
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EXPERIENCE
2.
Uplifting.
Educational.
Signage was the biggest obstacle when
evaluating the journey to donate blood.
 Increase directional signage.
 Make consistent with campaign theme.
 Provide directions on the web site for
permanent and mobile collection centers.
Signage
The greeting is the first place and the first
opportunity to make the experience uplifting.
 The reception area needs to be free of clutter.
 The receptionist greets you with a smile and
introduces you to the volunteer that is
assigned to you.
 A volunteer will greet you with a warm smile,
a firm handshake, and will be assigned to take
care of you.
The waiting area is the perfect place to begin or
continue the education process.
 The volunteer helps you fill out the necessary
paperwork and sets your expectations.
 There are signs prominently displayed in the waiting
area that are consistent with the campaign.
 The volunteer hands you a “Commit for Life” brochure
and offers to walk through it with you. Other more
specific literature will be available if you have more
specific questions.
Eat a healthy meal and drink
fluids at least four hours
prior to donating.
Complete health history
questionnaire and screening
Interview.
Undergo a brief physical
examination of blood pressure,
pulse, temperature, and a test
for low red cell concentration..
If the prescribed medical
requirements are met, a unit
(about a pint) of blood is
collected from the donor.
Enjoy refreshments while
remaining seated for about
10 minutes.
The entire process takes about
an hour.
The screening process can have a better
introduction.
 While filling out your paperwork, the volunteer will let
you know what to expect during the screening process.
 The volunteer will personally walk you to the screening
room and introduce you to the screener.
The donation process is another chance to
educate the donor on committing for life.
 The volunteer will personally pick you up from the
screening room and take you to the donation room,
offering to answer any questions.
 There are signs prominently displayed with key
messages. In facilities with televisions, a video can be
played periodically with key messages.
The wrap up is a key part of our program. The
objective is to “ask” them back.
 The volunteer will walk you to the snacks and ask you
to “Commit for Life” by signing a pledge card and
scheduling you for your next appointment.
 If you have already committed for life, the volunteer
will schedule your next appointment.
RECOGNITION
3.
Applause.
Appreciation.
Hero Quadrants
The Donor
The Recipient
The Volunteer
The Employee
Now that I understand the
difference I can make in someone
else’s life…I choose to make the
commitment of donating at least
once a quarter and becoming a
hero to myself and my community.
As a member of my community,
I will contribute by volunteering
my time. I commit to becoming
a hero by being the cornerstone
of our customer service effort.
Without my participation in helping
our donors, we cannot achieve our
goal of having enough blood for
our communities. I commit to
educate and comfort our donors,
creating a positive experience for
them. I understand that I am hero
for my company and my community.
It’s because of the heroes in our
community that I am here today.
And it’s because of the commitment
that they’ve made to help others,
that I commit to either give blood
at least once a quarter, volunteer
my time, or become a spokesperson,
so I too can become a hero.
RETENTION
4.
Direct
Emotional
Appeal
Donor Retention Program
2. Appointment Card
1. Commit Card
3.
Communication
4. Donate
5. Encourage Friends/
Family
RESULTS
2003
2004
2005
2006
2007
2008
2009
January
19,609
21,313
8.69%
21,704
1.83%
23,574
8.62%
24,462
3.77%
24,639
0.72%
25,225
2.38%
February
17,374
19,264
10.88%
21,273
10.43%
21,256
-0.08%
21,391
0.64%
25,595
19.65%
25,859
1.03%
March
18,522
20,778
12.18%
23,270
11.99%
25,260
8.55%
25,782
2.07%
26,941
4.50%
27,318
1.40%
April
17,461
19,966
14.35%
22,154
10.96%
21,762
-1.77%
22,578
3.75%
28,210
24.94%
28,185
-0.09%
May
16,281
18,901
16.09%
21,817
15.43%
22,348
2.43%
25,560
14.37%
26,385
3.23%
28,917
9.60%
June
18,423
20,025
8.70%
21,612
7.93%
21,689
0.36%
22,725
4.78%
25,326
11.45%
28,554
12.75%
July
16,596
20,724
24.87%
20,440
-1.37%
21,838
6.84%
22,240
1.84%
23,959
7.73%
26,379
10.10%
August
18,785
20,640
9.87%
23,713
14.89%
22,907
-3.40%
24,563
7.23%
26,142
6.43%
28,822
10.25%
September
18,115
21,200
17.03%
21,573
1.76%
22,737
5.40%
23,821
4.77%
24,232
1.73%
28,162
16.22%
October
19,751
22,488
13.86%
23,674
5.27%
23,268
-1.71%
26,869
15.48%
29,113
8.35%
November
20,103
22,499
11.92%
23,685
5.27%
23,459
-0.95%
26,425
12.64%
27,502
4.08%
December
19,918
20,800
4.43%
22,874
9.97%
23,140
1.16%
24,903
7.62%
26,150
5.01%
64 Out of 71