Marketing blood drives to students: a case study

Area of Science:

• Health Care Marketing
• Behavioral Science
• Public Health

Background:

• Blood donation is crucial for healthcare systems worldwide.
• International students represent an underutilized donor demographic.
• Understanding motivations is key to increasing donation rates.

Purpose of the Study:

• To explore motivators for blood donation among international students.
• To demonstrate the application of marketing principles in healthcare.
• To identify strategies for increasing student blood donation participation.

Main Methods:

• Utilized a mixed-methods approach combining focus groups and surveys.
• Gathered data from international and Hungarian students in Budapest.
• Analyzed responses to identify key motivational factors.

Main Results:

• Altruistic impact (saving lives) is a primary motivator.
• Information on donation utilization and practical benefits (e.g., free blood tests) are effective reinforcements.
• Addressing safety concerns through professional communication is vital.

Conclusions:

• This study offers novel insights into international student blood donation motivations.
• Marketing strategies can effectively boost student participation in blood drives.
• Further research is recommended to validate findings across diverse demographics and regions.