NHS Blood and Transplant (NHSBT) is a Special Health Authority, dedicated to saving and improving lives through the wide range of services we provide to the NHS.
We are responsible for ensuring the safe and secure supply of blood, stem cells, tissues, solid organs and plasma products to the NHS; and for promoting and raising awareness of donation.
Unlike the private sector, marketing within non-profit making organisations such as the National Blood Service show a need to divide their marketing activities to a wide range of publics as their revenue streams are not always derived from conventional sales income. (Brassington and Pettitt, 2006. P.1096)
It is with this in mind that this report will examine how marketing can assist the National Blood Service in achieving its goals and also the way in which expectations of shareholders are met.
The methodology used in this report will compare the formalised strategic aims as outlined by the National Blood Service themselves with the marketing activities they employ. As well as looking at the current stakeholders of the National Blood Service and what their expectations might be and discussing if their needs are currently being met by the organisation.
This report will explain that the National Blood Service uses marketing to good effect to achieve or move to achieving its strategic goals. This report will also show that the National Blood Service balances well the needs of its two main stakeholders, donors and primary care trusts (hospitals), when their demands are relatively unconnected.
The limitations of this report are reflected in a lack of primary research regarding the two main stakeholders and the measurement of their expectations as well as the lack of a primary longitudinal study into the successes of individual marketing campaigns and public relations initiatives.
Inhaltsverzeichnis (Table of Contents)
- EXECUTIVE SUMMARY
- TERMINOLOGY/ POINTS OF REFERENCE
- INTRODUCTION
- LITERATURE REVIEW
- METHODOLOGY
- DISCUSSION
- Donor-Side
- Client-Side
- CONCLUSION
- REFERENCES
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report investigates the marketing successes of the National Blood Service in specific reference to its aims and also describes the successes it has had fulfilling the expectations of its shareholders.
- To establish the strategic aims of the National Blood Service
- To explore ways in which marketing can assist the achievements of those aims
- To evaluate the extent to which the expectations of stakeholders are being met by the organisation
- To examine how marketing can assist the National Blood Service in achieving its goals
- To analyse the way in which expectations of shareholders are met
Zusammenfassung der Kapitel (Chapter Summaries)
The report begins by outlining the terminology and points of reference used throughout the study. It then introduces the topic by discussing the alignment of non-profit making organisations' strategic aims and ways in which marketing can perform a subsequent role to achieve those aims. The report also explores the National Health Service Blood and Transplant (NHSBT) annual report, which references the need to "respond to changing economic conditions and strive to deliver an ever more efficient and effective front line service." Furthermore, the report examines the demand side aspect for blood related products, which is usually quite constant for ongoing diseases and illnesses and can therefore be anticipated with reasonable accuracy.
Schlüsselwörter (Keywords)
This report focuses on the strategic aims of the National Blood Service, the role of marketing in achieving those aims, and the evaluation of stakeholder expectations. Key concepts include non-profit marketing, stakeholder management, strategic planning, and the marketing activities employed by the National Blood Service.
- Citation du texte
- Christopher Ulph (Auteur), 2010, Marketing Options of the National Blood Service, Munich, GRIN Verlag, https://www.grin.com/document/166059
