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Indiana BioBank (IB) Marketing Plan. Max Levin Henry Lu Heesun Jung. Background & Objective. Starting the CTSI BioBank, Indianapolis Funds in place from Lilly Endowment This biobank is unique because of its ties with Electronic Medical Records. Project Background. Biobank Goal.

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Indiana BioBank (IB) Marketing Plan

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Indiana biobank ib marketing plan

Indiana BioBank (IB)

Marketing Plan

Max Levin

Henry Lu

Heesun Jung


Background objective

Background & Objective

  • Starting the CTSI BioBank, Indianapolis

  • Funds in place from Lilly Endowment

  • This biobank is unique because of its ties with Electronic Medical Records

Project

Background

Biobank

Goal

Collect 5,000 samples in first year and 50,000 samples in five years

Project

Objective

Charged with determining marketing plan to recruit donors to meet/exceed goals

- 1 -


Understanding donors

Understanding Donors

Estimate three main areas of concern with potential donors will be

1. Security

2. Rewards

3. Convenience

 Need to focus marketing plan around what donors find most important

Problem: How do we find out what potential donors are most concerned with?

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Survey

Survey

Part I: This survey is intended to help a local non-profit understand people's views on donating blood to a biobank to be used in research. A biobank is an organization that collects samples from a donor and stores them along with the donor's electronic medical records(after all personal identification information is removed to ensure donor privacy) for future use in scientific research. The goal of a biobank is to solve medical problems such as diseases and disorders through studying the samples it has collected. Please answer the following questions as if you were considering donating a sample to the biobank.

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Focus of marketing plan security

Focus of marketing plan : Security

average score of at least 4 in survey questions 1, 2, or 5

Focus on educating the donor

Explain benefit of EMR to the biobank

Transparency around sample usage

Address security strengths of biobank

  • Mention if the technology is “state of the art” and why the biobank believes it will protect them

  • Address security in marketing communications

Look for partnership with trusted source

People may be more skeptical of insurance companies, pharmaceutical companies, etc.

Recommend partnering with Indiana Bloodbank, other non-profits

Could require higher advertising investment to increase donor comfort level

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Focus of marketing plan rewards

Focus of marketing plan : Rewards

Review current budget if rewards is most important

: average score of at least 4 on survey question 4

Focus on education

  • Focus marketing on the powerful possibilities of the biobank

Raffle option

Donors are eligible to win a sizeable item(i.e., iPad, Colts tickets)

Partnership

Local sports franchises(Indianapolis Indians, Pacers, etc.)

Other organizations that make sense include the symphony, Zoo, The Palladium, etc.

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Focus of marketing plan convenience

Focus of marketing plan : Convenience

average score of at least 4 on survey question 3

Partnership

  • Indianapolis Bloodbank makes most sense

    • Possible use of their mobile blood collection

    • Possible sample sharing of expired/unusable collections

  • Also consider Simon Malls partnership allowing to collect samples while people shop

Develop capability to collect samples at current Clarian health fairs

- 8 -


Implementation plan

Implementation Plan

PLAN 1

Begin the “CHEP Squad”

Why

Incent current volunteers to meet monthly goal of 4 donors

How

Three tiers for first 6 months

Result

At least 2400 donors at a cost of $4475 for CHEP incentives (assumes 50% participation)

 Reassess and adjust after 6 months

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Implementation plan1

Implementation Plan

PLAN 2

Partnership

  • We believe Bloodbank offers most synergy and makes most sense

  • Other possible partnerships include: EMR software company, Medco

PLAN 3

Awareness

1) Television

: Contact local stations for story/publicity around promotions/events/etc.

2) Print

: Contact local newspapers to print story

3) Radio

a. Everyday people, helping everyday campaign

: Stresses how an average person’s samples have the potential to solve major diseases, disorders, etc.

b. Target NPR morning show

: Cost is around $90 per 30 sec ad, allow budget to determine frequency

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Budget summary

Budget Summary

Ideal Annual Budget

Reduced Annual Budget

- 11 -


Forecasting

Forecasting

1. The “CHEP Squad” is estimated to produce nearly all of the programs goal at 4800 donors per year

2. Ability to exceed goal will depend on Wishard health fair implementation : Access to 26,000 encounters

3. Expand to all Clarian locations for year 3 and apply recruitment best practices from Indianapolis

4. Expansion of news letter to maintain excitement with past donors and encourage future donors with success stories

- 12 -


Indiana biobank ib marketing plan

Appendix


Budget chep squad

Budget : CHEP Squad

Ideal

Reduced

Semi-Annual

Semi-Annual


Budget newspaper ad cost

Budget : Newspaper Ad Cost

Ideal

Reduced

Monthly

Monthly


Budget radio ad cost

Budget : Radio Ad Cost

Ideal

Reduced

Weekly

Weekly

* Advertise every week for the first 26 weeks, than bi-weekly after that

* Advertise every week for the first 13 weeks, than bi-weekly after that


Survey part 1

Survey (Part 1)

1 = Not important at all 2 = Not very important

3 = Indifferent

4 = Slightly important5 = Extremely important

1. When considering whether or not you would donate to the biobank, how important is believing your privacy will be protected if you donated to the biobank?

2. When considering whether or not you would donate to the biobank, how important is believing your donation and information would be secure if you donated a sample to the biobank?

3. When considering whether or not you would donate to the biobank, how important is convenience (such as the biobank coming to your location) in your decision to donate a sample to the biobank?

4. When considering whether or not you would donate to the biobank, how important would a gift such as a t-shirt or a free car wash be in your decision to donate a sample to the biobank

5. When considering whether or not you would donate to the biobank, how important is knowledge of how your sample is going to be used?

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

- 4 -


Survey part 2

Survey (Part 2)

Part II: General Information.

6. Have you ever donated to a bloodbank before?

7. Have you ever donated to a biobank before?

8. Please feel free to write any other comments, questions, and/or concerns regarding donating to the biobank.

Yes No

Yes No

- 5 -


Indiana biobank ib marketing plan

Sources

  • http://www.printplace.com/printing/brochure-printinglp1.aspx?utm_source=paidsearch&utm_medium=ppcgoogle&utm_campaign=Brochures

  • http://gotprint.net/g/showStaticPage.do?page=services_brochure_design.html

  • http://voice123.com/doc/prices.html


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