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Targeting a new audience for Organ Donor Register (ODR). Hands up if you are in favour of organ donation. Keep your hands up if you’re on the Organ Donor Register. We say we’re happy to give and take. 91% Not opposed to organ donation in principle. 76% - PowerPoint PPT Presentation
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Targeting a new audience for Organ Donor Register (ODR)
Hands up if you are in favour of organ donation.
Keep your hands up if you’re on the Organ Donor Register...
91%Not opposed to organ donation
in principle
We say we’re happy to give and take...
76%Would accept
organ from deceased donor if
needed one
Source: NHSBT/ Synovate: Public awareness of and support for organ donation in the UK Survey: July 2009
33%Scottish population
on the ODR
In reality, we don’t get round to it
620Waiting for an
organ transplant in 2009
Source: NHSBT
Organ donor recruitment has a long track record
1971 1994
National Database: ODRKidney Donor Cards
But the pressure was on to increase recruitment
2005
Government set target to double registration to 25 million on the ODR by 2013.
Presumed Consent Review (2009)
Positive opt-in under scrutiny
24 European Countries employ Opt-Out
33% Donor Rate
12% Donor Rate
Get more people on the register!
+100,000 per year in Scotland
Simple challenge...
Approaching the recruitment challenge using direct marketing
Existing marketing effort in ScotlandPersuade by dramatising need ‘Push’ to sign up
Introduce DM to the mixAccept that at a basic level audience is persuadedRemove barriers to sign-upTarget directly
Why?Leading recruitment sources = ‘tick-box’ exercisesSpontaneous, in the moment
41%
37%
7%
Source: NHSBT
Why?Tackle the reluctance of the older generation to register
0%
5%
10%
15%
20%
25%
30%
12-20 21-30 31-40 41-50 51-60 61-70 71+
Current age
% p
rofi
le Scottish ODRRegister 2008
2008/9registrations viamarketingchannels (web/tel)
Source: NHSBT ODR
Younger people are tomorrow’s donors. OLDER PEOPLE ARE TODAY’S.
77% of donors – including 40% from
over 60’s
Over 40’s
Only 23% of donors
Under 40’s
Source: NHSBT ODR
Highlight that even those in
their 70’s, 80’s or older can
be successful donors
Highlight almost everyone is
healthy enough to be a donor
Our approach: Tackling myths
OD is for young people
OD is for healthy, fit people
Research confirms the widely held view that people “don’t qualify through being too old or too ill” (NHSBT Synovate Research study 2009)
Focus communication on making it quick and easy to act
Stimulate action by highlighting the urgent, immediate need
Our approach: Removing barriers
The hassle factor
Remoteness & lack of immediacy
“easy to ignore… little or no personal consequence to not acting”
“45% of people claim they would register on the ODR there and then (if given the opportunity)”(NHSBT Synovate Research study 2009)
MGM by pushing the sign up of family and friends
Test whether ‘official’ NHS Scotland branding works better than ODR branding
Our approach: Spotting opportunities
Member get member
The power of the NHS
Leads sourcingTest population types ‘more likely’ to register Create a benchmark
In combination with a general population
leads source to act as a benchmark
Source list of people living active lifestyles or who are medical charity donors
Phase 1 – three routes
ODR barrier tackling letter
‘official’ NHS letter
ODR barrier tackling postcard
5.5%12.7%
14.0%
Phase 2 – two routes
‘official’ NHS letter + additional MGM boxes
‘Spare Clare’ letter – integrating with the TV campaign
7.8%
12.0%
Shifting the age profile to an older registrant
0%
5%
10%
15%
20%
25%
30%
12-20 21-30 31-40 41-50 51-60 61-70 71+
Scottish ODR Register 2008
2008/9 registrations viamarketing channels (web/tel)
Direct Mail campaign recruits
Rolled out best performing mailing and lists for rest of 2010...
DM campaign in total:
Mailed: 325,537
Recruits: 35,581
including 15,756 MGM
10.9%
...programme now rolled out on an ongoing basis
Dispels myths – almost anyone can be a donor
Quick & easy response
Urgency of need
Encourages family & friends sign-up
Exploits the power of official mail
Response built on insight
"We were keen to introduce direct mail as a potential channel…expertise in data analysis and interpretation had a really positive impact across the campaign. The insights provided focused our targeting and led to some great results…not only added significant scale but also recruited older age groups who were less likely to respond through other channels and were our key target group".
Jonathan Roper, Strategic Marketing UnitThe Scottish Government
Three Gold Awards Winner:•Brightest Star•Social Marketing•Public Sector
Public Sector Award Winner