Quick Brian L, LaVoie Nicole R, Morgan Susan E, Bosch Dave
Department of Communication, College of Medicine, University of Illinois at Urbana-Champaign, Urbana, IL, USA.
Department of Communication, University of Illinois at Urbana-Champaign, Urbana, IL, USA.
Clin Transplant. 2015 Nov;29(11):997-1003. doi: 10.1111/ctr.12620. Epub 2015 Sep 23.
This study extends previous direct-mail campaigns by evaluating the effectiveness of a marketing campaign promoting organ donation message strategies from the vantage point of organ donors, organ recipients, individuals on the waiting list, or a combination of these three frames.
Illinois residents were randomly assigned to one of four organ donation brochures disseminated via U.S. postal mail. Registrations occurred via the Internet and U.S. postal mail.
Individuals register at a greater rate following exposure to the combination framed message compared to organ donor, organ recipient, and waiting list narratives. The campaign revealed that individuals are more likely to register via U.S. postal mail than the Internet.
Direct-mail marketing efforts were shown to be an effective approach to promote organ and tissue donation registrations. The results demonstrated a preference for the combination framed brochure. The results are discussed with an emphasis on the practical implications of utilizing direct-mail marketing efforts to promote organ donation among young adults.
本研究通过从器官捐赠者、器官接受者、等待名单上的个人或这三个框架的组合的角度评估宣传器官捐赠信息策略的营销活动的有效性，扩展了先前的直邮活动。
伊利诺伊州居民被随机分配到通过美国邮政邮件分发的四本器官捐赠手册之一。登记通过互联网和美国邮政邮件进行。
与器官捐赠者、器官接受者和等待名单叙述相比，接触组合框架信息后个人登记率更高。该活动表明，个人通过美国邮政邮件登记的可能性高于通过互联网。
直邮营销努力被证明是促进器官和组织捐赠登记的有效方法。结果表明对组合框架手册有偏好。讨论结果时重点强调了利用直邮营销努力在年轻人中促进器官捐赠的实际意义。
