Segmenting Active Blood Donors According to Their Barriers to Develop Retention Programs

Abstract

Given the lack of a consensus on a catalogue of donation barriers, this study proposes a holistic scale of barriers which was used to segment Spanish active blood donors to define specific retention and loyalty strategies. A sample of 26 626 active donors from 14 of the 17 Spanish blood transfusion centers assessed a total of 25 barriers through an online survey. This scale was validated and 4 barrier categories were defined: Informative, Intrinsic, Time-space and Procedural. Segmentation was performed through k-means clustering. Four active donor clusters were created: (I) "Very Inhibited" (13.2%), who experienced a high number of barriers in all categories; (2) "Uninhibited" (46.9%), which was the largest cluster with fewer barriers; (3) "Apprehensive" (16.9%), whose most prevalent barriers were Informative and Intrinsic in nature; and (4) "Busy" (23.0%), who experienced mainly Time-space and Informative barriers. Afterward, depending on the size of the cluster, the presence of barriers, and the greater ease or difficulty to act on them, the attractiveness of each cluster was established to propose specific marketing actions.