Center for Health Management and Policy Research, School of Public Health, Cheeloo College of Medicine, Shandong University, Jinan, Shandong, China.
NHC Key Lab of Health Economics and Policy Research, Shandong University, Jinan, Shandong, China.
JAMA Netw Open. 2023 Jun 1;6(6):e2318320. doi: 10.1001/jamanetworkopen.2023.18320.
Blood donation is critical for health care systems, but donor retention remains challenging. Understanding donors' preferences can inform incentive design and improve retention rates.
To identify donor preferences for incentive attributes and their relative importance in promoting blood donation among Chinese donors in Shandong.
DESIGN, SETTING, AND PARTICIPANTS: This survey study fielded a discrete choice experiment (DCE) with a dual response design among blood donors, analyzing the responses under forced and unforced choice settings. The study took place from January 1 to April 30, 2022, in 3 cities (Yantai, Jinan, and Heze) representing diverse socioeconomic strata in Shandong, China. Eligible participants were blood donors aged 18 to 60 years who had donated within the preceding 12 months. Participants were recruited using convenience sampling. Data were analyzed from May to June 2022.
Respondents were presented with different blood donation incentive profiles, varying in health examination, blood recipient, honor recognition, travel time, and gift value.
Respondent preferences for nonmonetary incentive attributes, attribute relative importance, willingness-to-discard values for attribute improvement, and estimated uptake of new incentive profiles.
A total of 650 donors were invited, of which 477 were included for analysis. The respondents were predominately male (308 respondents [64.6%]), aged 18 to 34 years (291 respondents [61.0%]), and had undergraduate degrees or higher (286 respondents [59.9%]). Among the 477 valid respondents, the mean (SD) age was 31.9 (11.2) years. Respondents preferred comprehensive health examination, family members as recipients, central government recognition, 30-minute travel time, and a gift valued at 60 Renminbi (RMB). No significant differences were found between the model results of forced and unforced choice setting. Blood recipient was the most important attribute, followed by health examination and gifts, and then honor and travel time. Respondents were willing to discard RMB 32 (95% CI, 18-46) for an improved health examination and RMB 69 (95% CI, 47-92) for changing the recipient from themselves to family members. Scenario analysis estimated 80.3% (SE, 0.024) of donors would endorse the new incentive profile if the recipient was changed from themselves to family members.
In this survey study, blood recipient, health examination, and gift value were perceived more important as nonmonetary incentives than travel time and honor recognition. Tailoring incentives according to these preferences may improve donor retention. Further research could help refine and optimize incentive schemes for blood donation promotion.
血液捐赠对医疗保健系统至关重要，但捐赠者的保留仍然具有挑战性。了解捐赠者的偏好可以为激励措施的设计提供信息，并提高保留率。
确定山东献血者对激励属性的偏好及其在促进中国献血者献血方面的相对重要性。
设计、地点和参与者：本研究采用离散选择实验（DCE），对献血者进行了双重响应设计，分析了强制和非强制选择设置下的反应。该研究于 2022 年 1 月 1 日至 4 月 30 日在山东省烟台、济南和菏泽 3 个城市进行，代表了不同的社会经济阶层。合格参与者为年龄在 18 至 60 岁之间、在过去 12 个月内有过献血经历的献血者。参与者采用便利抽样法招募。数据于 2022 年 5 月至 6 月进行分析。
受访者被提供了不同的献血激励方案，方案在健康检查、血液接受者、荣誉认可、出行时间和礼物价值方面有所不同。
受访者对非货币激励属性的偏好、属性相对重要性、属性改进的放弃意愿价值以及对新激励方案的估计采用率。
共邀请了 650 名捐赠者，其中 477 名被纳入分析。受访者主要为男性（308 名[64.6%]），年龄在 18 至 34 岁之间（291 名[61.0%]），具有本科及以上学历（286 名[59.9%]）。在 477 名有效受访者中，平均（SD）年龄为 31.9（11.2）岁。受访者更喜欢全面的健康检查、家庭成员作为接受者、中央政府认可、30 分钟的出行时间和价值 60 元人民币（RMB）的礼物。在强制和非强制选择设置的模型结果之间未发现显著差异。血液接受者是最重要的属性，其次是健康检查和礼物，然后是荣誉和出行时间。受访者愿意放弃 32 元人民币（95%置信区间，18-46 元）以改善健康检查，愿意放弃 69 元人民币（95%置信区间，47-92 元）以将接受者从自己改为家庭成员。情景分析估计，如果将接受者从自己改为家庭成员，80.3%（SE，0.024）的献血者会认可新的激励方案。
在这项调查研究中，与出行时间和荣誉认可相比，血液接受者、健康检查和礼物价值被认为是更重要的非货币激励因素。根据这些偏好定制激励措施可能会提高捐赠者的保留率。进一步的研究可以帮助完善和优化促进献血的激励计划。
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