Analysis of blood supply service advertisements in print media (on the example of Sumy regional blood supply service center)

Abstract

Blood supply service is one of the strategically important areas of health care, saving millions of lives each year worldwide. According to the World Health Organization (WHO) in 60 countries around the world, voluntary unpaid donors provide 100% of blood supplies. They do it due to effective marketing programs. There is shortage of donor blood in Ukraine and the number of blood donations is almost three times less than recommended by WHO. Therefore, it is important to analyze the positive experience of leading blood supply service centers. The objective of the investigation is to determine the role of advertising in print media as part of the blood supply service marketing activities. The advantages and disadvantages of print media advertising are systematized. 71 articles about Sumy Regional Blood Supply Service Center published in 11 printed sources during 1990 – May 2020 were analyzed. Printed sources where most of the articles were published were defined. Methods of analysis and logical generalization, trend analysis and content analysis were used. The main themes of the articles at each stage of their formation are determined: emphasis on the fellowship in problems solution, fight against incompetent actions, donor as the basis of the blood supply service functioning. It is advisable to use print advertising with the basic motto «everyone can easily help other people who need blood.» in order to involve people the donor movement. Blood supply service should be regularly cited in the local periodical press. As modern print media have both printed version of the publication and informational Internet-website, it is possible to distribute the necessary information among the wide range of the public. Particularly, it is reasonable to show examples of people and organizations donating blood; tell about the internal activities of blood supply service, show the most active people in donation promotion, so they can involve more people into donation, demonstrate examples of problems successfully solved by blood supply service and point out the idea: being a donor is simple and beneficial for both the donor and society. In the future it will optimize advertising in print media and increase its effectiveness as well as and develop complete marketing program with high rates of donors recruitment and support.