The Australian Red Cross Blood Service - Case Study Example

? Marketing Consumer Behaviour Report Marketing Consumer Behaviour Report Context and Problem/Opportunity According to the Australian Red Cross Blood Service, less of a tenth of Australian citizens donate blod on a regular basis. This is hardly enough to cater or the requirements of Australia’s hospitals as accidents in which vicitims require blood transfusions are calamities that occur on a regular basis. In Australia, it is estimated that one in every three citizens will need a transfusion at some point in life. Most medical practitioners are of the view that the section of the population that should be donating blood on a regular basis is its youth. This is because the youth as well as young adults have strong constitutions that are not as affected as those of older adults when they donate blood. However, the Australian Red Cross Blood Service has found that the youth are usually reluctant to donate blood for a variety of reasons (Australian Red Cross Service, 2007). This organization also found that most Generation Y members, who, at present, make up the youth and young adult population, are not likely to donate blood unless they receive some type of benefit for their assistance (Russell-Bennett, Hartel, Russell, & Previte, 2012). The Australian Red Cross Blood Service faces several challenges in ensuring that there are adequate supplies in blood banks. There is a need to inform Australians of the need to donate blood on a regular basis, but is forbidden from using the mass media to bear this message to the public. Literature Review In general, people today are less likely to make altruistic contributions to the betterment of society. Most people feel irritated when confronted by people seeking for money or other physical goods. The donation of blood calls for a person to do more than the mere donation of money (Kottasz, 2004). This is why blood donations are perceived in a different way from money donations. People tend to donate money more often than they donate blood. This is because consumers have different perceptions about the entire process of blood donation (France, France & Himawan, 2007). It has been established by researchers that the positive response of consumers when approached to donate blood is mainly dependent on the importance of the donation, how the consumers perceive the organization in charge of the blood donation exercise, and the consumers’ ideals or values as far as altruism is concerned. Researchers have also found that consumers who experience a feeling of empowerment or satisfaction at donating blood were also more likely to make other blood donations in future (Tscheulin & Lindenmeier, 2005). This trait was also found among the volunteers who gave of their time to assist in blood donation activities. It can therefore be said that blood donating behavior is mainly influenced by a citizen’s social values, perception of the charity establishment conducting the exercise, and the urgency of situation. In order to influence Australian citizens, the Australian Red Cross Blood Service has to use these principles to inspire more blood donation. This is particularly important because the amount in blood reserves is always subject to constant change. Organizations such as the Australian Red Cross Blood Service constantly have to increase their supplies due to changes that take place in the general society. For instance, Australia has an aging population that keeps growing. Also, the rise in the number of ooportunistic infections that are reported as well as age related illnesses make increased demands on the existing blood supplies. The emergence of new medical technologies that takes place every year also means that medical costs will escalate. The Australian government has to find ways of supporting organizations such as the Australian Red Cross Blood Service in efforts to increase the number of regular blood donors in spite of these additional costs in healthcare. In the recent past, numerous blood services organizations across the world have started to make use of social marketing plans to create donor programmes that appeal to the public. Instead of seeking to cajole and persuade reluctant citizens to donate units of blood to reserve supplies, these programmes use social marketing theories to shape the behaviour of citizens and effect about change (Keohane, 2011). Through these programmes, citizens are converted from being inert participants to actively taking part in regular blood donation exercises. Factors that are used in such social marketing plan mixes are: Social Product: Instead of discussing the product, which is blood, the marketing mix concentrates on what potential blood donors feel or think of blood donation. This allows blood service organizations to be able to better understand their potential clients and their attitudes. Price: The aspect of price basically addresses the subject of what the potential blood donor is ready to give to acquire the social product. With social responsibility being stressed on, a demand vision can be generated to compel young people to stop viewing blood donation as simply being an activity that is altruistic to being one that is ‘fashionable’. Place: The aspect of place seeks to address the way in which the consumer is reached by the social product. Where blood donation exercises are concerned, ‘place’ refers to blood collection areas. Blood service organizations can make it easier for potential clients to participate in donation exercises by using mobile clinics. Promotion: Promotion has to do with the utilization of public relations, social media sites, entertainment vehicles, and person-to-person or group communication endeavours that promote blood donation exercises. These methods present the entire exercise as an exercise in character building. Public: This is in reference to the targeted group. The members of this group are addressed as identity-builders so as to change them into being and career shapers; with the aim of converting them to supporters of blood donation exercises who will promote it to others on a regular basis Partnership: This aspect addresses the importance of the teamwork that exist between religious, governmental, or corporate organizations that share responsibilities in order to promote donation activities in society. Policy: This aspect deals with the adjustments that will be necessary to maintain the social marketing plan Pulse Strings: This point addresses the finances that will be used to fund the marketing programme. To make sure that the above aspects are all successfully used to maintain a blood donation programme, the programme has to be monitored often; and new and better incentives added as it develops. Theory/Model/Framework The theory of planned behavior proposes citizens are only likely to donate blood on a more regular basis if: (i) They believe that something good will result from such contribution (behavioral beliefs). (ii) They are stimulated to meet the expectations of organizations like the Australian Red Cross Blood Service (normative beliefs). (iii) There are factors in place that encourage potential blood donors to take part in it. For instance, in some developing nations, there have been financial incentives to encourage ordinary citizens to offer blood samples on a regular basis (control beliefs). The behavioral beliefs of consumers affect their reactions towards blood donation campaigns. Normative beliefs, on the other hand, come from social pressures to respond positively to blood donation promotions (Giles, McClenahan, Cairns & Mallett, 2004). Control beliefs allow potential donors to exercise control over their decision to participate in blood donation based on the available incentives. If a blood donor has a favourable attitude about participating in altruistic endeavours, he is more likely to be a regular donor. An involved society that encourages participation in such programmes will also propmpt its members to become regular blood donors (Williams, 2011). If both of the above named initiatives are lacking in a society, the use of incentives to reward regular blood donors can result in positive reactions from citizens. The positive reactions from citizens are thus preceded at all times by intention. Recommendations It is evident that the only way to get the healthiest section of the Australian population, Generation Y, to become regular donors is to offer them incentives while also stimulating their philanthropic inclinations. It is also necessary to reach them by marketing through the elements of the mass media that are more commonly patronized by the youth and young adults- such as through SMS or e-mails (Solomon, Russell-Bennett, & Previte, 2013). Organizations can also use social media sites to hold discussions and encourage suggestions on how to encourage the youth to be regular blood donors. Group leaders in youth organizations and associations should also be encouraged to reach out to their youth in their teams in spreading the blood donation message. One way in which the Australian Red Cross Blood Service can accomplish this is by presenting the donation of blood as a socially admirable characteristic. The Australian Red Cross Blood Service can also address the issues that cause certain communities to perceive blood donation as being wrong. Blood donation campaigns should also ensure that there are adequate facilities to cater for potential blood donaters. There can even be mobile clinics that move across cities to source for blood donations so that citizens do not have to move outside their neighbourhoods to contribute blood. Organizations such as the Australian Red Cross Blood Service should also ensure that they have professionallt trained personnel to conduct the blood donation exercises in well-equipped and sanitized areas (Mathew, King, Glynn, Dietz, Caswell, & Schreiber, 2007). Many people become extremely uncomfortable at the thought having needles used on them in unsanitary or bloody facilities. An unclean or unhygienic facility may be a harbor for dangerous germs. References Australian Red Cross Service. (2007). Australia needs you. Retrieved June 12, 2007 from http://www.donateblood.com.au/news-detail.aspx?ID=83 France, J. L., France, C. R., Himawan, L. K. (2007). A path analysis of intention to redonate among experienced blood donors: an extension of the theory of planned behaviour. Transfusion, 47, 1006-1013 Giles, M., McClenahan, C., Cairns, E., Mallett, J. (2004). An application of the theory of planned behaviour to blood donation: the importance of self-efficiency. Health Education Research 19(4), 380-391 Keohane, N. (2011). Changing behaviours: Opening a new conversation with the citizen. London: New Local Government Network. Kottasz, R. (2004). How should charitable organisations motivate young professionals to give philanthropically? International Journal of Nonprofit and Voluntary Sector Marketing 11 (2), 147 – 154 Mathew, S., M., King, M., R., Glynn, S., A., Dietz, S., Caswell, S., & Schreiber, G. (2007). Opinions about donating blood among those who never gave and those who stopped: a focus group assessment. Transfusion 47, 729-735. Russell-Bennett, R., Hartel, C., Russell, K., & Previte, J. (2012). It's all about me! Emotional ambivalence Gen-Y blood-donors. In Mickelsson, Jacob & Helkkula, Anu (Eds.) Proceedings from the AMA SERVSIG Internaitional Service Research Conference, Hanken School of Economics, 43. Solomon, M. R., Russell-Bennett, R., & Previte, J. (2013). Consumer behaviour: Buying, having and being. New Jersey: Prentice-Hall Inc. Tscheulin, D., & Lindenmeier, J. (2005). The willingness to donate blood: an empirical analysis of socio-demographic and motivation-related determinants. Health Services Management 18 (3), 265-174. Williams, M. (2011). Donating blood: Showing Affection or Coercion? - A peek inside the blood industry. New York: Bloodbanker.com. Read More