Motives for and against blood donation
Analysis of the literature and comparison with the population of Vienna
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On average, Austrian hospitals require 1,000 blood units per day. In order to secure the supply of blood in the coming years, this requires not only the recruitment of new blood donors/inside but also a permanent motivation of multiple blood donors/inside to donate blood regularly. Effective marketing campaigns require basic knowledge of their target group. In order to obtain answers to these questions, the five most frequent motives and an illusory motive for and against blood donation were identified and incorporated into a questionnaire based on a detailed literature analysis of the results...
On average, Austrian hospitals require 1,000 blood units per day. In order to secure the supply of blood in the coming years, this requires not only the recruitment of new blood donors/inside but also a permanent motivation of multiple blood donors/inside to donate blood regularly. Effective marketing campaigns require basic knowledge of their target group. In order to obtain answers to these questions, the five most frequent motives and an illusory motive for and against blood donation were identified and incorporated into a questionnaire based on a detailed literature analysis of the results of more than fifty studies that dealt with the topic of motives for and against blood donation. On the basis of these study results and with special consideration of the motives for and against blood donation of blood donors/inside and non-blood donors, recommendations for targeted marketing measures were developed with the aim of winning non-blood donors or binding blood donors in the long term and motivating them to donate blood.
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