New Zealand Blood Service

Topic : Research to improve services

Summary

The New Zealand Blood Service (NZBS) depends on voluntary non-remunerated donors. The donor data base has been in decline over the past few years and NZBS has looked at ways in which this trend can be reversed

This case study presentation will show how New Zealand Blood Service (NZBS) has used market research to make significant changes to the way it operates. In particular there have been significant changes in the way the Service communicates with donors and potential donors for recruitment and retention purposes.

The presentation will showcase a recently introduced communications campaign based on the donor feedback that is consistent with changing trends to the use of Web 2.0 functionality and user generated content for communication with donors and the public.