2 percent per year – influenced by a number of factors, including the reduction of waiting times at local hospitals, new operating procedures and increased use or requirements, the marketing manager for Canadian Blood Services (CBS) is concerned about a growing demand for blood an aging population. Peak load optimization seasons with low supply voltage seasons as coincident summer and winter holidays. Two issues require attention: the first involves the increase in the absolute number of donors who are currently in the 400.0 … Read more »

2 percent per year – influenced by a number of factors, including the reduction of waiting times at local hospitals, new operating procedures and increased use or requirements, the marketing manager for Canadian Blood Services (CBS) is concerned about a growing demand for blood an aging population. Peak load optimization seasons with low supply voltage seasons as coincident summer and winter holidays. Two issues require attention: the first involves the increase in the absolute number of donors who are currently in the 400,000 range. Evidence that the proportion of Canadians (four percent), the blood is lower than in other countries such as Sweden donate (five percent). The second need is to retain more donors and increase the number of donations per donor per year. CBS still problems that arise. From the tainted blood scandal of the 1980s and the subsequent Krever inquiry They work to restore public confidence. The core of the problem is the understanding of consumer behavior towards blood donation. The manager must understand the consumer decision process, examine segments, determine a target segment and develop communications to increase both the absolute number of donors and the repetition of the identified donor donations.
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Ron Mulholland
Source: Ivey Publishing
13 pages.
Release date: 25 November 2011. Prod #: W11531-PDF-ENG
Canadian Blood Services HBR case solution