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

- 1 -

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?

- 2 -

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.

- 3 -

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

- 6 -

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.

- 7 -

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

- 8 -

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

- 9 -

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

- 10 -

Budget Summary

- 11 -

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

- 12 -

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

- 4 -

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

- 5 -

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