Masser Barbara, France Christopher R, Foot Jayne, Rozsa Amy, Hayman Jane, Waller Daniel, Hunder Everard
School of Psychology, University of Queensland, St Lucia, QLD, Australia.
Research & Development, Australian Red Cross Blood Service, Brisbane, QLD, Australia.
Transfusion. 2016 Jun;56(6 Pt 2):1628-35. doi: 10.1111/trf.13496. Epub 2016 Feb 2.
Many nondonors are positive about blood donation and this motivates booking an appointment to donate. However, as their appointment approaches barriers to donating-such as anxiety-may become salient and deter attendance. Building on research of France and colleagues demonstrating the positive effect of enhanced preparation materials on donor recruitment, this study sought to determine whether these materials could effectively boost first donation appointment attendance.
A field study comprising a 3 (brochure: none, e-mail, hard copy) × 2 (national call center [NCC] contact: none, call) between-subjects design was conducted with 3646 nondonors who had scheduled their first appointment. Participants in the brochure conditions received either a hard copy or an e-mailed link to electronic materials modeled on the donor preparation research of France and colleagues. Participants in the NCC call condition also received a call scripted in line with these preparation materials. The key outcome was new donor attendance rate.
Although first-appointment attendance rates were high in the control (no additional contact) condition at 85.07% of those not canceling in advance, dual exposure to the preparation materials through a NCC call and an electronic brochure boosted attendance. The relative risk of attending in the NCC call and electronic brochure condition was 1.0836 (95% confidence interval, 1.0352-1.1343; p = 0.0006), with attendance 8.36% higher than in the control. This gain in attendance came at a relative increase in recruitment costs of 2%.
The use of tailored communication to address new donors' concerns and prepare them for donating bolsters attendance rates.
许多非献血者对献血持积极态度，这促使他们预约献血。然而，随着预约时间临近，诸如焦虑等献血障碍可能变得突出并阻碍他们前来献血。基于法国及其同事的研究表明，强化准备材料对献血者招募有积极影响，本研究旨在确定这些材料是否能有效提高首次献血预约的出席率。
对3646名已预约首次献血的非献血者进行了一项现场研究，采用3（宣传册：无、电子邮件、纸质版）×2（国家呼叫中心 [NCC] 联系：无、呼叫）的组间设计。宣传册组的参与者收到一份纸质版宣传册或一封电子邮件链接，其中包含以法国及其同事的献血者准备研究为蓝本的电子材料。NCC呼叫组的参与者还收到一份与这些准备材料一致的脚本化呼叫。关键结果是新献血者出席率。
尽管在对照组（无额外接触）中，首次预约出席率很高，未提前取消预约的人中有85.07%出席，但通过NCC呼叫和电子宣传册双重接触准备材料提高了出席率。NCC呼叫和电子宣传册组出席的相对风险为1.0836（95%置信区间，1.0352 - 1.1343；p = 0.0006），出席率比对照组高8.36%。出席率的提高伴随着招募成本相对增加2%。
使用量身定制的沟通方式来解决新献血者的担忧并让他们为献血做好准备，可提高出席率。
