单采血小板献血者市场细分和招募及保留策略

Plateletpheresis donor profiling system using donation pattern and corresponding strategies for donor recruitment and retention

目的了解单采血小板献血者献血行为的特点,为制定有针对性的招募和保留策略提供依据。方法样本含量估算以献血者实际参与调查率60%,容许误差3%计算不少于1 066人(次)的横断面调查。使用自行设计、匿名、献血者自我报告的调查问卷收集数据,进行5项指标25项子指标的多维度调查。按自愿初次、应急招募初次、自愿重复、应急招募重复献单采血小板4种献血方式细分献血者市场,建立数据文件并进行统计学分析。结果 4种单采血小板献血方式的献血者以下调查指标比较差异均有统计学意义:实际献单采血小板的量2治疗量:A 235(76.8%)、B 262(73.8%)、C 668(89.1%)、D 141(86.5%),1治疗量:A 71(23.2%)、B 92(26.2%)、C 80(10.9%)、D 22(13.5%),P<0.05;献血后自己和家人有免费用血保障A 218(71.2%)、B 277(78.0%)、C 529(70.5%)、D 140(85.9%),P<0.05;血站工作人员宣传动员招募A 290(94.8%)、B 298(83.9%)、C 691(92.1%)、D 145(89.0%),P<0.05;担心损害身心健康或感染疾病A 36(11.8%)、B 75(21.1%)、C 54(7.2%)、D 15(15.3%),P<0.05;"无偿献血"实质是"无偿献血有偿用血"A 26(8.5%)、B 44(12.4%)、C 46(6.1%)、D 29(17.8%),P<0.05;工作忙没有时间献血A 143(46.7)、B 210(59.2%)、C 314(41.9%)、D 92(56.4%),P<0.05;单采血小板献血知识掌握水平■、■、■、■。结论单采血小板不同献血方式献血者的献血动机不同,影响献血行为的因素各异,应依据献血者市场细分特征制定有针对性的招募和保留策略。

Objective To establish a reliable plateletpheresis donor profiling system by keeping track of the donating behaviours, so as to provide references for targeted recruitment and retention for donors. Methods The sample size was estimated as 60% of the actual participation rate of blood donors, and the allowable error of 3% was calculated as a cross-sectional survey of not less than 1 066 people(times). A self-designed, anonymous and self-reported questionnaire was used to collect data and conduct a multi-dimensional survey of 5 indicators and 25 sub-indicators. The market of blood donors was subdivided according to 4 blood donation methods: voluntary initial(group A), initial emergency recruitment(group B), voluntary repetition(group C) and repeat emergency recruitment(group D). Data files were established and statistical analysis was carried out. Results The following indexes of survey from donors with 4 blood donation patterns of plateletpheresis were statistically significant among each other. The prevalence of 2 U pheresis in each group was 76.8% in group A(235/306), 73.8% in group B(262/355),89.1% in group C(668/750), 86.5% in group D(141/163);the prevalence of 1 U pheresis in each group was 23.2% in groupA(71/306), 26.2% in group B(92/355),10.9% in group C(80/750) and 13.5% in group D(22/163)(P<0.05). Donors with the motivation to waive the cost of future blood needs for themselves and their family members were 218(71.2%) in groups A, 277(78.0%) in group B, 529(70.5%) in group C and 140(85.9%) in group D(P<0.05);donors mobilized and recruited by blood station staff were 290(94.8%) in group A, 298(83.9%) in group B, 691(92.1%) in group C and 145(89.0%) in group D(P<0.05);donors who fear hurting physical/mental health or infection to illness were 36(11.8%) in group A, 75(21.1%) in group B, 54(7.2%) in group C and 15(15.3%) in group D(P<0.05);donors who complained about the unfairness lying between "free donation" and "pay blood needs" were 26(8.5%) in group A, 44(12.4%)in group B, 46(6.1%) in group C and 29(17.8%) in group D(P<0.05);donors who were too busy to donate were 143(46.7%) in group A, 210(59.2%) in group B, 314(41.9%) in group C and 92(56.4%) in group D(P<0.05). The level of plateletpheresis knowledge in group A,B,C and D was 8.9, 9.4,10.0 and 10.0, respectively(P<0.05). Conclusion The motives of plateletpheresis donation were related to donors with different donation patterns, and policy on apheresis donor recruitment and retention should be formulated and updated according to the motivational profiles.