Indiana BioBank (IB) Marketing Plan Max Levin Henry Lu Heesun Jung

Background & Objective Project Background  Starting the CTSI BioBank, Indianapolis  Funds in place from Lilly Endowment  This biobank is unique because of its ties with Electronic Medical Records Biobank Goal Project Objective 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. Security2. Rewards3. 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

Focus of marketing plan : Security average score of at least 4 in survey questions 1, 2, or 5 Focus on educating the donor 1)Explain benefit of EMR to the biobank 2)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

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 1Begin the “CHEP Squad” Why How Result 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 2Partnership PLAN 3Awareness  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 story 3) Radio a. 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

Budget Summary 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, 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

Appendix

Budget : CHEP Squad IdealReduced Number of Winners Cost Tier 13$400$1,200 Tier 217$75$1,275 Tier 380$25$2,000 $4,475 Annual$8,950 Semi-Annual Number of Winners Cost Tier 13$250$750 Tier 217$60$1,020 Tier 380$15$1,200 $2,970 Annual$5,940

Budget : Newspaper Ad Cost IdealReduced Monthly CostFrequencyMonthly Cost $3232$646 Month6 Annual Cost$3,876 Monthly CostFrequencyMonthly Cost $3231 Month4 Annual Cost$1,292

Budget : Radio Ad Cost IdealReduced Weekly PriceFrequencyTotal Cost Morning Edition $ Smart Talk$31.502$63.00 All Things Considered $ Sound Medicine $ Weekly Cost $ Weeks39.00 Annual Cost $9, PriceFrequencyTotal Cost Morning Edition $ Smart Talk$ Sound Medicine $ Weekly Cost $ Weeks32.00 Annual Cost $4, * 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 biobank 5. 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 = Indifferent 4 = Slightly important5 = Extremely important

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 - 5 -

Sources printinglp1.aspx?utm_source=paidsearch&utm_medium=ppcgoogle&utm_campa ign=Brochures