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.
Collect 5,000 samples in first year and 50,000 samples in five years
Charged with determining marketing plan to recruit donors to meet/exceed goals
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Estimate three main areas of concern with potential donors will be
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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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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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
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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Review current budget if rewards is most important
: average score of at least 4 on survey question 4
Focus on education
Donors are eligible to win a sizeable item(i.e., iPad, Colts tickets)
Local sports franchises(Indianapolis Indians, Pacers, etc.)
Other organizations that make sense include the symphony, Zoo, The Palladium, etc.
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average score of at least 4 on survey question 3
Develop capability to collect samples at current Clarian health fairs
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Begin the “CHEP Squad”
Incent current volunteers to meet monthly goal of 4 donors
Three tiers for first 6 months
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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: Contact local stations for story/publicity around promotions/events/etc.
: Contact local newspapers to print story
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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Ideal Annual Budget
Reduced Annual Budget
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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
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* 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
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?
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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.
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