Indiana BioBank (IB) Marketing Plan Max Levin Henry Lu Heesun Jung
Indiana BioBank (IB)Marketing Plan
Max LevinHenry Lu
Heesun Jung
Background & Objective
ProjectBackground
Starting the CTSI BioBank, Indianapolis Funds in place from Lilly Endowment This biobank is unique because of its ties with
Electronic Medical Records
BiobankGoal
ProjectObjective
Collect 5,000 samples in first year and 50,000 samples in five years
Charged with determining marketing plan to recruit donors to meet/exceed goals
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Understanding Donors
Estimate three main areas of concern with potential donors will be
1. Security 2. Rewards 3. Convenience
Need to focus marketing plan around what donors find most important
Problem: How do we find out what potential donors are most concerned with?
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Survey
Part I: This survey is intended to help a local non-profit understand people's views on
donating blood to a biobank to be used in research. A biobank is an organization that
collects samples from a donor and stores them along with the donor's electronic
medical records(after all personal identification information is removed to ensure
donor privacy) for future use in scientific research. The goal of a biobank is to solve
medical problems such as diseases and disorders through studying the samples it
has collected. Please answer the following questions as if you were considering
donating a sample to the biobank.
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Focus of marketing plan : Securityaverage score of at least 4 in survey questions 1, 2, or 5
Focus on educating the donor
1) Explain benefit of EMR to the biobank2) Transparency around sample usage
Address security strengths of biobank
1) Mention if the technology is “state of the art” and why the biobank believes it will protect them
2) Address security in marketing communications
Look for partnership with trusted source
1) People may be more skeptical of insurance companies, pharmaceutical companies, etc.
2) Recommend partnering with Indiana Bloodbank, other non-profits
Could require higher advertising investment to increase donor comfort level
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Focus of marketing plan : Rewards
Review current budget if rewards is most important: average score of at least 4 on survey question 4
Focus on education
Focus marketing on the powerful possibilities of the biobank
Raffle option
Partnership
Donors are eligible to win a sizeable item(i.e., iPad, Colts tickets)
1) Local sports franchises(Indianapolis Indians, Pacers, etc.)2) Other organizations that make sense include the symphony, Zoo,
The Palladium, etc.
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Focus of marketing plan : Convenience
Partnership
Develop capability to collect samples at current Clarian health fairs
average score of at least 4 on survey question 3
1) Indianapolis Bloodbank makes most sense• Possible use of their mobile blood collection• Possible sample sharing of expired/unusable collections
2) Also consider Simon Malls partnership allowing to collect samples while people shop
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Implementation Plan
PLAN 1 Begin the “CHEP Squad”
WhyWhy
HowHow
ResultResult
Incent current volunteers to meet monthly goal of 4 donors
Three tiers for first 6 months
1(Top 3 volunteers) Top 3 at $400 each (iPad, Colts tickets, etc)
2(At least 35 in 6 mos) Next 17 at $75 each (Symphony tickets, Musical tickets, Mall gift cards, etc)
3(At least 24 in 6 mos) Next 80 at $25 each (Restaurant/Mall gift cards)
At least 2400 donors at a cost of $4475 for CHEP incentives (assumes 50% participation)
Reassess and adjust after 6 months
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Implementation Plan
PLAN 2 Partnership
PLAN 3 Awareness
We believe Bloodbank offers most synergy and makes most sense Other possible partnerships include: EMR software company, Medco
1) Television : Contact local stations for story/publicity around promotions/events/etc.2) Print : Contact local newspapers to print story3) Radioa. Everyday people, helping everyday campaign
: Stresses how an average person’s samples have the potential to solve major diseases, disorders, etc.
b. Target NPR morning show: Cost is around $90 per 30 sec ad, allow budget to determine frequency
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Budget Summary
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Ideal Annual Budget
Brochure Design $200
Brochure Print(5,000) $338
Semi-Annual Donor Raffle for 2 iPad
$1,600
CHEP Squad $8,950
Radio Advertisement $9,106.50
Radio Recording Cost $100
Newspaper Advertisement $3,876
$24,171
Reduced Annual Budget
Brochure Design $200
Brochure Print(5,000) $338
Semi-Annual Donor Raffle for 1 iPad
$800
CHEP Squad $5,940
Radio Advertisement $4,304
Radio Recording Cost $100
Newspaper Advertisement $1,292
$12,974
Forecasting
1. The “CHEP Squad” is estimated to produce nearly all of the programs goal at 4800 donors per year
2. Ability to exceed goal will depend on Wishard health fair implementation : Access to 26,000 encounters
3. Expand to all Clarian locations for year 3 and apply recruitment best practices from Indianapolis
4. Expansion of news letter to maintain excitement with past donors and encourage future donors with success stories
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Appendix
Budget : CHEP Squad
Ideal Reduced
Number of
WinnersCost
Tier 1 3 $400 $1,200
Tier 2 17 $75 $1,275
Tier 3 80 $25 $2,000
$4,475
Annual $8,950
Semi-Annual Semi-Annual
Number of
WinnersCost
Tier 1 3 $250 $750
Tier 2 17 $60 $1,020
Tier 3 80 $15 $1,200
$2,970
Annual $5,940
Budget : Newspaper Ad Cost
Ideal Reduced
Monthly
Cost Frequency Monthly Cost
$323 2 $646
Month 6
Annual Cost $3,876
Monthly
Cost Frequency Monthly Cost
$323 1 $323
Month 4
Annual Cost $1,292
Budget : Radio Ad CostIdeal Reduced
Weekly Weekly
Price Frequency Total Cost
Morning Edition
$67.50 1 $67.50
Smart Talk $31.50 2 $63.00
All Things Considered
$67.50 1 $67.50
Sound Medicine
$35.50 1 $35.50
Weekly Cost
$233.50
Weeks 39.00
Annual Cost
$9,106.50
Price Frequency Total Cost
Morning Edition
$67.50 1 $67.50
Smart Talk $31.50 1 $31.50
Sound Medicine
$35.50 1 $35.50
Weekly Cost
$134.50
Weeks 32.00
Annual Cost
$4,304.00
* Advertise every week for the first 26 weeks, than bi-weekly after that
* Advertise every week for the first 13 weeks, than bi-weekly after that
Survey (Part 1)
1. When considering whether or not you would donate to the biobank, how important is believing your privacy will be protected if you donated to the biobank?2. When considering whether or not you would donate to the biobank, how important is believing your donation and information would be secure if you donated a sample to the biobank?3. When considering whether or not you would donate to the biobank, how important is convenience (such as the biobank coming to your location) in your decision to donate a sample to the biobank?4. When considering whether or not you would donate to the biobank, how important would a gift such as a t-shirt or a free car wash be in your decision to donate a sample to the biobank5. When considering whether or not you would donate to the biobank, how important is knowledge of how your sample is going to be used?
1 = Not important at all 2 = Not very important 3 = Indifferent4 = Slightly important 5 = Extremely important
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
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Survey (Part 2)Part II: General Information.
6. Have you ever donated to a bloodbank before?
7. Have you ever donated to a biobank before?
8. Please feel free to write any other comments, questions, and/or concerns regarding donating to the biobank.
Yes No
Yes No
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Sources
• http://www.printplace.com/printing/brochure-printinglp1.aspx?utm_source=paidsearch&utm_medium=ppcgoogle&utm_campaign=Brochures
• http://gotprint.net/g/showStaticPage.do?page=services_brochure_design.html• http://voice123.com/doc/prices.html