How to increase number of plasma donors?

Marijana Lazic
Jun 7, 2023
4 min read

Updated: Jan 29, 2024

Are you unsure where to focus your Plasma Center Marketing investments: New Donors or Donor Retention? Wondering how to improve your Plasma Center's marketing effectiveness? Curious about the essential marketing KPIs and trends driving success? Read bellow about key elements of your marketing activities:

1. UNDERSTANDING A PLASMA DONOR

Understanding the changing habits of consumers, as well as the evolving preferences of plasma donors, is crucial for achieving success by meeting their expectations, needs, and motivations.

Plasma donors are motivated by various factors, including altruism, the opportunity to make a positive impact on society, and financial compensation for their contribution and gifts.

For effective campaign, essential is to know:

1. Plasma Donors Motivations in depth

2. Plasma Donors’ behavior (frequency, triggers, capacity for promoting a brand etc.)

3. General Consumers trends is essential for effective campaign.

4. Competitors offer

For understanding donors’ behavior start with Google Analytics and Donor Management System, as well as more in dept Social Media Insights and Marketing Automation and call Centers data.

General new consumer trends are: Sustainability and Eco-consciousness, Personalized and customized experiences, Rise of virtual and augmented reality, Health, and wellness (such as fitness apps, healthy food options, mindfulness practices, and self-care products), Contactless and cashless payments, Remote work and digital nomadism, Ethical and transparent brands.

Question is how Plasma Center can benefit from those trends?

Contact our Marketing Consultant to conduct a comprehensive evaluation of your marketing strategies and receive expert recommendations for enhancing your approach.

Plasma donors and Marketing — Marketing for Plasma donors

2. GLOBAL CONSUMER TRENDS

In today's interconnected world, global consumer trends wield a significant impact on plasma donors' behavior. As marketers, staying attuned to these evolving trends is crucial, enabling us to tailor our strategies and outreach to effectively engage with this vital demographic and drive positive social impact.

Understanding consumer trends will help you identify buyer persona as well.

When identifying buyer personas for a plasma center, it is crucial to consider key demographic and psycho-graphic factors that influence donors’ motivation. Once you identified buyer persona, you need to understand in which part of sales funnel that buyer persona is, and what she need.

While it may not be feasible to gather extensive information for every donor due to time and resource constraints, it is essential to strive towards collecting valuable data as much as possible for having successful conversion, mostly thanks to Donor Management system or CRM.

3. LOYALTY/BONUS PROGRAM

When creating a loyalty program for a plasma center, it is important to define a clear goal that aligns with the center's objectives. This could involve awarding incentives to:

a) new donors to encourage repeat visits,

b) targeting donors who come in at a medium frequency to reinforce their commitment, or

c) prioritizing and rewarding the most frequent donors who contribute on a monthly basis.

The emerging trend in loyalty programs centers around personalized gifts, acknowledging that a one-size-fits-all approach is no longer effective. By attentively understanding the unique needs of each individual donor, only adept listeners can curate motivational gifts that truly resonate and inspire.

Loyalty programs play a vital role in cultivating a strong and committed donor base for plasma centers. To create an effective loyalty program, plasma centers should focus on understanding donor preferences, designing attractive rewards, and leveraging technology to streamline program management and engagement.

First step is to know donors and second step is to understand competitors. After what you can create your Unique Selling Proposition with your Compensation offer or/and Loyalty program, knowing your previously set up goals.

4. GOALS, CAMPAIGNS AND CHANNELS FOR PLASMA DONORS

SMART Goals: Setting clear goals, designing impactful campaigns, and leveraging the right channels are crucial for success.

Defining Goals: Before launching any marketing efforts, it is essential to establish specific, measurable, achievable, relevant, and time-bound (SMART) goals. These goals can vary depending on the center's objectives, such as increasing the number of new donors, improving donor retention rates, enhancing brand awareness, or expanding outreach in the local community.

Crafting Campaigns: Once the goals are in place, it's time to create compelling marketing campaigns that resonate with the target audience. A successful campaign should have a well-defined message, a strong call-to-action, and a strategic approach to reach and engage potential donors. Whether it's through traditional advertising, digital marketing, social media promotions, or community events, each campaign should be tailored to address specific objectives and capture the attention of the desired demographic.

Selecting Channels: Choosing the right marketing channels is a critical aspect of any plasma center's strategy. The selection process should involve careful consideration of the target audience's preferences and behaviors. While digital channels like social media, email marketing, and search engine optimization (SEO) can offer extensive reach and precise targeting.

Tracking and Evaluation: To measure the effectiveness of marketing campaigns, it's crucial to implement robust tracking and evaluation mechanisms. Plasma centers should leverage analytics tools to monitor campaign performance, track website traffic, measure engagement, and evaluate the return on investment (ROI). This data-driven approach enables centers to make informed decisions, optimize campaigns in real-time, and continuously improve their marketing strategies.

Did you know that Google Reviews have a significant impact on your website's search engine optimization (SEO)? Positive Google reviews from satisfied customers can enhance your online reputation and credibility, leading to higher search rankings and increased visibility.

Encourage your valued customers to share their experiences and leave reviews on your Google Business profile to take your SEO game to the next level!

AI & PLASMA CENTERS

To drive their growth and maximize their impact, leveraging the power of Artificial Intelligence (AI) is a game-changer. Here's how plasma centers can integrate AI into their growth strategy:

1️⃣ Donor Acquisition: AI-powered algorithms can analyze vast datasets to identify potential plasma donors more efficiently. By leveraging demographic, geographic, and behavioral data, centers can target their marketing efforts, optimize campaigns, and attract a larger pool of eligible donors.

2️⃣ Personalized Donor Engagement: AI-driven systems can help centers personalize donor interactions. By analyzing donor preferences, communication history, and health data, centers can tailor messaging, appointment reminders, and post-donation follow-ups. This enhances donor engagement and builds lasting relationships.

3️⃣ Demand Forecasting: AI algorithms can analyze historical data, seasonal trends, and external factors to predict future demand for plasma products. Accurate demand forecasting enables centers to optimize collection schedules, allocate resources effectively, and ensure a steady supply to meet patient needs.

4️⃣ Process Optimization: AI-powered automation can streamline various operational processes in plasma centers. From inventory management and quality control to scheduling and data analysis, AI systems can enhance efficiency, reduce human error, and enable staff to focus on critical tasks.

5️⃣ Data-driven Decision Making: AI algorithms can process large volumes of data, extracting valuable insights for decision making. From identifying trends in donor behavior to optimizing supply chain logistics, AI empowers plasma centers to make informed strategic choices that drive growth and operational excellence.

By embracing AI, plasma centers can unlock tremendous potential for growth, operational efficiency, and ultimately, a positive impact on patients' lives.

Building a Bright Future for Plasma Centers

The potential to make a lasting impact on the lives of patients in need of life-saving plasma treatments lies within our grasp. Essential points that can pave the way for a bright future are