[Marketing in the world of blood donation].
Public and non-profit organizations have long debated how marketing concepts and management styles apply to their sector of activity as they are largely derived from principles of consumerism and economic decision-making proper to the private sector. The arrival of marketing in the world of blood donation is no exception. The purpose of this article is to illustrate concretely how marketing techniques can contribute in achieving the objectives of a blood donation program: a marketing model that is adapted to the realities of blood donation in Quebec. Although types of marketing are as varied as the fields they are used in, the major marketing activities of this program fall under positioning, operational or relationship marketing. The process is presented in the form of a cycle that includes four major phases containing all marketing functions, that is, raising public awareness, acquiring a clientele, client retention and loyalty building, and establishing the relationship. Finally, the information and effective management of information are at the heart of the marketing process. In fact, research, understanding our customers and their expectations, and measuring our performance are essential for the success of any marketing initiative.
Daigneault
Sylvie
S
Héma-Québec, Québec, Canada. Sylvia.daigneault@hema-quebec.qc.ca
D001782:Blood Donors / Q000706:statistics & numerical data; D001803:Blood Transfusion / Q000592:standards / Q000639:trends; D006801:Humans; D008389:Marketing of Health Services / Q000458:organization & administration / Q000639:trends*; D009939:Organizations, Nonprofit / Q000458:organization & administration / Q000639:trends