Social marketing efforts to boost blood donor rate in developing countries – A case study of mauritius

The demand for blood and blood products in most countries continues to increase because of the rise in human life expectancy and the implementation of new and aggressive surgical methods requiring large quantities of blood and blood products. The fragile balance between blood supply and demand have forced blood banks to constantly search for more efficient ways to recruit blood donors. The method each country adopts to attract blood donors and to cover its needs in blood supplies varies as a function of its socio-economic structure. In spite of all research on the subject, however, the factors that would motivate most people to become blood donors should be further explored. Hence, the present paper explores the contribution of social marketing efforts to boost blood donor in Mauritius. The methodology used was through survey instruments administered to existing blood donors in Mauritius. The present research provides some useful insights on the contributing factors to boost blood donor rate in Mauritius. Donors’ attitudes and perceptions towards blood donation and its implications towards social marketing have been under-researched in Mauritius. Some recommendations are proposed to endorse more voluntary blood donors in Mauritius. Blood services associations should create greater awareness on blood donation events by capitalizing on effective communication mediums. Several measures should be implemented to attract and gratify blood donors, like for example, promoting adequate blood donation campaigns during crisis periods and at the same time, deploying loyalty plans to boost up the blood donor rate from repeated contributors in Mauritius. Blood services associations should also offer loyalty schemes and develop affective bonds with the existing blood donors in order to boost blood donor rate in Mauritius.