A communicational campaign for the voluntary donation of blood plasma with the aim of increasing the availability of plasma. The campaign increased the number of annual donations from 865 in 2016 to 1,693 in 2019, with 2,030 projected for 2020.
Abstract #
“Donate Plasma, Donate Smiles” is a blood plasma donation campaign from the Laboratory of Hemoderivatives (LH.) LH is a public pharmaceutical company of the Universidad Nacional de Córdoba (Argentina) created in 1964. Its mission, for five decades, has focused on Quality of Life marketing (QoL marketing). Its commercial policies distinguish it from other competitors. These include: international quality products under strict compliance with Good Best Manufacturing Practices, low prices, and priority supply to the public sector. They also include exchange agreements with blood banks and hemotherapy services guaranteeing national and Latin American supply. This campaign’s purpose has been to improve the quality of life of people by making medicines derived from human plasma.
“Donate Plasma, Donate Smiles” began as a communicational campaign to increase the availability of plasma and raise awareness of the importance of voluntary and altruistic donation. In this context, its approaches the concept of quality of life from two perspectives. The first is access to high-quality blood-derived medicines produced in the country, available at much lower cost. The second is the quality of life of patients under treatment with these drugs. Over time, the campaign became more comprehensive. It also sought to create and retain communities of regular volunteer donors through relationship marketing.
The full name of this case study is “Laboratory of Hemoderivative: Commitment to the Quality of Life Social Marketing Campaign ‘Donate Plasma, Donate Smiles’.”
Access #
Access this case study in chapter two of the book “Applied Social Marketing and Quality of Life Case Studies from an International Perspective”. Find descriptions of this priced publication at https://isocialmarketing.org/docs/applied-social-marketing-and-quality-of-life-case-studies/ and http://link.springer.com/book/10.1007/978-3-030-83286-5.
Location #
Argentina
Key Words #
Hemoderivative products, Blood products, Quality of life, Plasma donation
