Marketing Plan for Donate Life Organization in Australia

                             I Current Marketing Situation

Health is an aspect that should be looked at in a wide range of perspectives as it affects all aspects of life. As a result of this, the Donate Life Organization in Australia or Donate Life Government Department has the duty or responsibilities of attracting people especially the Y generation in order to partake in donating blood and body organs to the needy in hospitals. More than 1,700 people in Australia are waiting to be helped with blood and/or body organs like liver, kidney, lung, pancreas, and heart through transplant. Department of health in South Australia usually aims at providing comprehensive and sustainable health systems to the South Australians in order to provide them with better, healthier, and longer lives (Donate Life 2011). Currently, the Donate Life Government Department has worked very hard in increasing the numbers of transplants in the whole of Australia by encouraging the Y generation to participate comprehensively in helping the sick in hospitals. This has been done through provision of education and community awareness, and communication activities where people or the community is Australia is communicated on the need to donate their blood or body organs to the needy. Australia is globally acknowledged as having successful transplant outcomes but it is lowly rated in terms of donation. This means that the Donation Life Organization has a very crucial role to play in the pursuit of encouraging the Y generation to donate. The issue of family consent is considered as the biggest problem to increasing Australia’s blood and organ donation rate. In this case, when it comes to donation one in every two Australians is usually unaware of the wishers of their family members. This has reduced the rate of donation in this country as many people do not realize that for donation to proceed, family consent is always required (Kotler et al 2007: 13).

A quarter of the total population of Australia is comprised of Generation Y who are the young people aged between 14 years and twenty two. This indicates that these people are energetic and hence if they donate blood to the needy they will have helped them a lot. It should be noted that, people aged between 14 and 22 years are still young and hence have large volumes of blood and hence are capable of donating blood. Additionally, it is easier for a Y generation individual to live with only one kidney and donate the other one to a needy person. In Australia, the rate of people’s motivation to donate blood and body organs is very low. If all Australians are aware of the wishes of the people close to them, there would be higher family consent rate and hence more lives could be saved (O’Loughlin 2011). Most people usually are willing to donate blood and body parts to their family members of friends and hence increasing awareness of family consent of Australians motivates them to increasingly donate body parts. The government should motivate people to donate their body organs and blood to the sick in order to save their lives. The most significant aspect that helps a family member in making a decision is the knowledge of the wishes of their loved ones (Kotler et al 2007: 13). About 98% of the total population of Australia agrees that organ transplant and blood donation potentially helps in saving the lives of many people. This shows that lack of motivation of the Australians results to low rates of blood donation and organ transplant but not lack of information about this aspect. This can be supported by the fact that in the year 2010, the Australia population comprised of 13.8 donors for every million people. This is higher as compared to the year 2008 which was 12.2 hence indicating that the level of motivation in increasing in this country.

II SWOT and Issue Analysis

i)                    Strengths

a)      The Donate Life Government Department has advanced technologies that are used in making sure that the Y generation is full educated and communicated on the advantages or benefits of donating blood and transplanting body organs to the needy. In this respect, these technologies are used in reaching wide range of people in the whole country. For instance, there is increased use of television, radios, newspapers, and government health centers where people move around the country teaching the Y generation on how and why to donate blood and transplant organs (Donate Life 2009). Additionally, these technologies ensure that once an individual wants to transplant his or her body organ or donate blood, this process is carried out very fast in order to save time and money.

b)      There are adequate resources in terms of capital and human labor. In order to motivate many people to donate blood and transplant their body parts to the needy, physical, financial, and human resources are required. This is because there is a need to move from one health center or any other place that is more convenient for people to come to in order to donate their blood. The human resource helps in ensuring that well experienced employees are employed in carrying out the process of organ transplant or blood donation (Scholz 2010).

c)      Once an individual donates blood or even transplant a body organ, he or she is provided with a card which enables that whenever he or she is in need of body organ or blood, he will not be charged for it (O’Loughlin 2011). This is a process of motivating and attracting people to increasingly participate in the process of blood donation and organ transplant.

d)     There are adequate technologies that are used in testing blood type and diseases especially HIV AIDS in order to make sure that the sick are not provided with contaminated blood.

e)      Donate blood programs are conducted frequently in the whole country in different places in order to make sure that all people are aware of the programs and are in a position to donate blood. Through this aspect, many people are reached in their areas and hence they do not have to travel for long distances in order to offer help (Donate Life 2011).

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