Segmentation and Communications to Solve the Blood Shortage: An Exploration of the Problem with Recommendations

This report summarizes the dire straits of the current blood supply and identifies a number of factors which contribute to
this situation (low percentage of the population who donate regularly, increasing number of factors which preclude a willing
donor from donating, short shelf life of donated blood, lack of a synthetic substitute). The current situation is gleaned
from a literature review and the results suggested that a new source of donors (people aged 17–25) be examined to see if they
might provide a way to end the shortage. A pilot survey was conducted with undergraduate students at East Carolina University
and the results were surprising and encouraging. Students reported that they are donating at from 3 to 5 times the rate of
all age groups. Developing an effective way to communicate with people as they reach the age to donate may be the critical
step to be taken.