Marketing Options of the National Blood Service
Seminar paper from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 80, University of Hertfordshire (Business School), course: MA Marketing, language: English, abstract: NHS Blood and Transplant (NHSBT) is a Special Health Authority, dedicated to saving and improving lives through the wide range of services we provide to the NHS. We are responsible for ensuring the safe and secure supply of blood, stem cells, tissues, solid organs and plasma products to the NHS; and for promoting and raising awareness of donation. Unlike the private sector, marketing within non-profit making organisations such as the National Blood Service show a need to divide their marketing activities to a wide range of publics as their revenue streams are not always derived from conventional sales income. (Brassington and Pettitt, 2006. P.1096) It is with this in mind that this report will examine how marketing can assist the National Blood Service in achieving its goals and also the way in which expectations of shareholders are met. The methodology used in this report will compare the formalised strategic aims as outlined by the National Blood Service themselves with the marketing activities they employ. As well as looking at the current stakeholders of the National Blood Service and what their expectations might be and discussing if their needs are currently being met by the organisation. This report will explain that the National Blood Service uses marketing to good effect to achieve or move to achieving its strategic goals. This report will also show that the National Blood Service balances well the needs of its two main stakeholders, donors and primary care trusts (hospitals), when their demands are relatively unconnected. The limitations of this report are reflected in a lack of primary research regarding the two main stakeholders and the measurement of their expectations as well as the lack of a primary longitudinal study into the successes of individual marketing campaigns and public relations initiatives.
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altruistic analyse Bibliographic Blood and Transplant Blood Donation blood related products Brassington campaigns and public Client-Side clinical costs demand donation rates donor motivation Donor-Side emotional Evaluate the extent EXECUTIVE SUMMARY expectations financially viable German National Library Grant GRIN Hamlyn Health Service Blood Increase the quantity Internet KNOWLEDGE HAS VALUE Leigh Lifetime value LITERATURE REVIEW logistical long-term look main stakeholders market segmentation marketing activities marketing campaigns marketing can assist Marketing Magazine 2007 Media Week METHODOLOGY move to achieve National Blood Service National Health Service NHS Blood NHS hospitals non-profit making organisations Pettitt plasma POINTS OF REFERENCE potential donors price of red primary care trusts publish quantity of donors raising awareness re-categorised red cells research and development responsible Retention rates revenue streams sector shareholders specific standards stem cell strategic aims strategic goals Strategic Plan supply chain targets TERMINOLOGY Titmuss Transplant NHSBT www.GRIN.com