title: [Blood donation: a marketing perspective].
abstract: 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.
authors.affiliation: Pontificia Universidade Católica do Rio Grande do Sul, Porto Alegre, Brazil. silvia_ludwig@terra.com.br
authors.forename: Silvia Terra
authors.initials: ST
authors.lastname: Ludwig
authors.forename: Alziro César de Morais
authors.initials: AC
authors.lastname: Rodrigues
mesh_terms: D001294:Attitude to Health; D001771:Blood Banks; D001782:Blood Donors / Q000523:psychology* / Q000600:supply & distribution; D001938:Brazil; D006801:Humans; D008389:Marketing of Health Services; D009042:Motivation