Synergistic Effect of Integrated Marketing Communications along with PPP Model on Blood Supply at the Blood Banks-an Empirical Outlook

Someone needs blood in every two minutes, the recipients include Accident victims, premature babies, and patients undergoing major surgeries etc; availability of blood is directly proportionate to the rate of voluntary blood donation. Voluntary donation is very minimal as it is enveloped with numerous restraining factors [myths]. As a result only the replacement donation found in majority of the cases. Identification of major restraining factors and their extent of influence on people's decision about voluntary blood donation are of paramount importance, wherein Integrated Marketing communication [IMC] Strategies can be adopted to eradicate myths and unique public private partnership model can be formed to enhance blood supply at blood banks.

A survey was conducted to ascertain factors restraining voluntary blood donation; formulate IMC strategies to eradicate myths and formulate Public Private Partnership model to augment blood supply at blood banks.

Data were analyzed using statistical techniques such as factor analysis, cronbach's alpha, correlation coefficients, KMO (Kaiser-Meyer-Olkin Measure of Sampling Adequacy) and Bartlett's test, Scree Plots and percentage analysis.

the assessment unearthed various factors restraining people from voluntary blood donation; factors such as, pain, fear of transmitted diseases, misuses of donated blood by the blood banks were prominent.

recommendations include initiatives, such as, print aids, trust building efforts, advocacy by eminent persons, awareness inception programs etc; all of which contribute to nullifying effect of restraining factors and eradicating the myths; formulation of unique public private partnership model for augmenting the blood supply at blood banks.