university of houston marketing research presentation november 9, 2009

University of HoustonMarketing Research Presentation

November 9, 2009

INTRODUCTIONINTRODUCTION

GO TO MARKET STRATEGYGO TO MARKET STRATEGY

PermanentlyPermanentlyIncrease 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

MARKETINGMARKETINGMATERIALSMATERIALS

REVIEWREVIEW

Cube Explanation

CUBETHE

CUSTOMER CUSTOMER INSIGHTINSIGHT

Group 1 Anglo females, 25-45 years of age

Group 2 Anglo males, 25-45 years of age

Group 3 African-American females, 25-45 years of age

Group 4 African-American males, 25-45 years of age

Group 5 Hispanic females, 25-45 years of age

Group 6 Hispanic males, 25-45 years of age

Group 7 Dormant donors – have not donated in last two years

Group 8 Infrequent donors – donated 1-2 times in past year

Group 9 Frequent donors – donated 3-6 times in past year

• Non-donors see needles

• Donors see people

• 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-DonorsDonors vs Non-Donors

Donors vs Non-DonorsDonors vs Non-Donors

Donors Non-Donors

Lack Of Awareness

• 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-DonorsNon-Donors

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

Non-Donors Don’t KnowNon-Donors Don’t Know

• 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

Hispanic InsightHispanic Insight

• Culture does not include the tradition of donating blood

• Therefore, they are unaware of the need, and barely informed of the benefits of blood donation

• The perception of inequity in blood value is strong in this community

• 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

African American InsightAfrican American 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

Anglo InsightAnglo Insight

TOUCHPOINTTOUCHPOINTANALYSISANALYSIS

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 HospitalSt. 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 findSignage was light if at allInternal 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 facilityNo contact after the initial introductionNo 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 officeUsually plenty of magazinesNot much blood related informationNothing to make you feel welcomeAgain, 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 screenerProcess was inconsistent from facility to facilityInformation varied on the questionnairesIron 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 clinicalAfter the initial prep, there was very little contactThere was the feeling of moving you through the process Information was inconsistentUsually 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 visitInformation was inconsistent from place to place and it

was usually not easy to understand or relevantUsually no blood related information

SEPARATION SEPARATION STATEMENTSTATEMENT

Current Description

competing forcompeting forFive organizationsFive organizations

a common goal.a common goal.working towardworking toward

Desired Market(s)

Those that Those that dodo. .

Those that Those that wouldwould..

““Doers” and “Woulders”Doers” and “Woulders”Donors Non-Donors

I Would

I Do

I Won’t

Desired Market(s)

Promise to the Desired Market(s)

To remind the “woulders” To remind the “woulders” to do and the “doers” to do and the “doers”

to do again.to do again.

Support for the Promise

Create an experience that Create an experience that fosters never ending fosters never ending

support.support.

Personality

Warm.Warm.

Committed.Committed.

Aspiring Vision

Commit for Life.Commit for Life.

1) Donate 1 time per quarter

2) Allow us to contact you

3) Spread the word

Steps to “Commit for Life”Steps to “Commit for Life”

GOLDENGOLDENTHE

THREAD

THE

THREAD

Donor Life Cycle

AwarenessAwareness(emotional(emotional

appeal)appeal)

RecognitionRecognition(applause,(applause,

appreciation)appreciation)

ExperienceExperience(uplifting, educational)(uplifting, educational)

RetentionRetention(direct emotional(direct emotional

appeal)appeal)Commit for LifeCommit for Life

Awareness Conversion

AwarenessAwareness

RecognitionRecognition

ExperienceExperienceRetentionRetentionThe objective of the

donor life cycle is to turn awareness into knowledge

AWARENESSAWARENESS

1.Emotional

Appeal

Concept One

FacesFaces

Toj fise rnvisd viesnv dsivhs ifvnam snfeiuhbv fd nvjn

vieyf dkjfsdfdkf dfdks fdjf efns dvnuefu webkdfvn; xioh

k djfi sernv isd vies nvds iv hsifvna msnfeiuhbv fdn vjn

vdsi vhs ifvna ies nvd sivhs uwe bk dfv sdvnuef uwe

bknvjsdvnuef uwe bknvj rnvi s dvi esn.

Ixioh v kdj fis e rnvisd vies nvds ivhsi fv na msnfei

jfisern vis dvie snvd ef ns dvnu efuw ebkd fvn;xi fd nv

jnv ieyf efns dvn uefu web k dfv n;xioh kdjfi sern visd

vies nvd sivh sifv na ms nfei uhbv fd nv jnvi eyfe fnsd

vnu ef uw ebk dfv n;xioh kdjfi er nvis dv ies nvd sivhs

ifvn ue fuw.

Concept Two

ReasonsReasons

Concept Three

ImagineImagine

Toj fise rnvisd viesnv dsivhs ifvnam

snfeiuhbv fd nvjn vieyf dkjfsdfdkf dfdks

fdjf efns dvnuefu webkdfvn; xioh k djfi

sernv isd vies nvds iv hsifvna msnfeiuhbv

fdn vjn vdsi vhs ifvna ies nvd sivhs uwe

bk dfv sdvnuef uwe bknvjsdvnuef uwe

bknvj rnvi s dvi esn.

Ixioh v kdj fis e rnvisd vies nvds ivhsi fv

na msnfei jfisern vis dvie snvd ef ns dvnu

uefu web k dfv n;xioh kdjfi sern visd vies

nvd sivh sifv na ms nfei uhbv fd nv jnvi

eyfe fnsd vnu ef uw ebk dfv n;xioh kdjfi

er nvis dv ies nvd sivhs ifvn ue fuw.

EXPERIENCEEXPERIENCE

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 whileremaining 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.

RECOGNITIONRECOGNITION

3.Applause.

Appreciation.

The Donor The Recipient

The EmployeeThe Volunteer

Hero Quadrants

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.

RETENTIONRETENTION

4.Direct

EmotionalAppeal

Donor Retention Program

1. Commit Card1. Commit Card2. Appointment Card2. Appointment Card

3. Communication

3. Communication

4. Donate4. Donate5. Encourage Friends/ Family5. Encourage Friends/ Family

RESULTSRESULTS

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 7164 Out of 71