Proposed Social Marketing Campaign to Increase Blood Donation and Active Users in Reblood Application (Case Study: PT Gaya Hidup Sehat)

: Every five second, people in Indonesia needs blood. Blood donation is essential in every country to helps patients survive from illnesses and injuries. Indonesia Red Cross (PMI) has released the data of blood donation in 2020, there were 3,5 million blood bags has collected across Indonesia. With current situation, Indonesia still needs to fulfil minimum 5,2 million blood bags (2% of the Indonesian population) per year. Those condition that motivate PT Gaya Hidup Sehat to take a part to solve the problem of shortage blood donors by implementing the healthcare technology with Reblood application. Reblood aimed to provide all of information related with blood donation that currently still limited, not accessible and not integrating each other’s. Since it first launched in 2018 until now, Reblood has acquired 60,748 active users with more than 40,000 blood donations collected and transferred to PMI. However, in 2020 until 2021 the number of active users has decreased significantly almost 70% due to pandemic Covid-19. This research was conducted to increase Reblood’s active users and encourage more people to do blood donation in order to fulfill blood bags capacity. 337 respondents was participating on the survey to analyze the motivation, barriers, and knowledge and behavior to do blood donation. The result of those analysis then formulate using Social Marketing Framework by Philip Kotler and Nancy R.Lee. The findings in this research enriches the strategy of behavioral changes with the use of social marketing approach for increasing blood donation campaign. Social


INTRODUCTION
Indonesia Red-Cross (PMI) has released the data of blood donation in 2020, there were 3,5 million blood bags has collected across Indonesia, even though the number has increased from last year (15%), Indonesia still needs to fulfil minimum 5,2 million blood bags (2% of the Indonesian population) per year as a state by World Health Organization (WHO) [1]. Various strategies have considered by PMI and Ministry for promoting and acquiring blood donors in Indonesia. Most of the program were utilizing the digital platform. For instance, PMI has released official website (https://pmi.or.id/) to spread information regarding blood donation that equipped with helpful tools to search and reserve blood donation program across cities, however the result is not significantly impact.
The lack number of blood donation in Indonesia, conversely with the rise of Indonesia population. Badan Pusat Statistik (BPS) has released Indonesian population census in 2020, which is dominated by young generation (millennials & Gen Z) with total number of millennial is 69,38 million or contribute 25,87% from the total population [2]. Indonesia is currently experiencing a demographic bonus.
Those condition that motivates PT Gaya Hidup Sehat to take a part to solve the problem of shortage blood donors by implementing the healthcare technology with Reblood application. Reblood is based on mobile app that designed with features that consist of finding blood donation location and schedule, a reminder to do regular blood donation, finding nearest PMI and number of blood inventory for each branch, crowdfunding program, health article, and information. Reblood aimed to provide all of information related with blood donation that currently still limited, not accessible and not integrating each other's. The application is designed very user friendly and follow the technology trends to approach more productive / young generation for being blood donors. Since it first launched in 2018 until now, Reblood has acquired 60,748 active users with more than 40,000 blood donations collected and transferred to PMI. However, the contribution for Reblood were not sufficient and optimal to fulfil minimum numbers of blood bags needed in Indonesia. To achieve the goal to increase blood donors as well with Reblood's active users, author conduct this research by understanding and define factors that motivate and constraint people to do blood donation using social marketing approach that introduced by Philip Kotler and Nancy R.Lee.

Consumer Behavior
Consumer buyer behaviour is considered to be an inseparable part of marketing and Kotler and Keller (2011) state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants.

RESEARCH METHOD
The method is divide based on research gaps and research questions. To answer research question 1 regarding the factors that motivate people to do blood donation, method that will implement are literature review and in depth analysis on related framework. Quantitative method by conducting survey will be implement on this research. To answer question 2 and 3, qualitative method by interviewing Reblood's management and literature review regarding social marketing framework by Philip & Kotler and the consumer behaviour model.

FINDINGS AND DISCUSSION
According to the survey, out of 337 respondents, the majority were aged between 20-35 years old (80.1%) and followed by those who are aged 36-50 years old (12.2%). These results indicated that the respondents are mostly millennials and Gen X. The domicile of the respondent that used in this study is limited to the Jabodetabek and Surabaya areas. From the results obtained, most of the respondents came from Surabaya (65.6%), followed by respondents from Jakarta (18.1%) and Tangerang (7.4%).
There were several factors that motivates someone to donate blood, it shown that humanitarian action is the first most important factor that motivate people do blood donation. In the second place, there is healthy lifestyle reason, most of the respondents realize how important it is to keep their body healthy in this pandemic era. In the third place, there is someone I know is urgently needed. In line with the importance of humanitarian action. And rewards/incentives become the fourth rank, it seems because blood donation enthusiasts will usually be more and more if there are rewards/incentives that we can get after taking blood donation actions. Campaign or advertisement is social media not significantly affecting the behavior as well with the force from the environment. On the other hand, there were also some barriers that impacting people fear to donate their blood. It explains that the health concern becoming the first most important factor because it indicates that most of the respondents sometimes not eligible to donate their blood. In the second place, there is fear of contagion. A few of the respondents were curious about the impact after donating blood. In the third place, respondents said fear of needles/pain becomes one of the factors that make them not donate blood. Follow by poor attitude of staff, fear of blood, data privacy breach, lack of information and absence of incentive. It is necessary to take an action that can change the mindset of people especially for teenagers to realize that a bag of blood can save a person's life and when they donate they will get inner satisfaction because it can save other lives.

Variables of Barriers Score
Health concern (does not meet the requirements to donate) The data obtained that as much as 50.7% of them said they are using the Reblood application. Meanwhile, 49.3% said they are not using Reblood apps. It means a few of them find it very helpful with the Reblood application to make it easier for them to remember the blood donation schedule, and other interesting features that are useful for them.

Proposed Segmentation and Targeting Audiences
In order to construct an effective social marketing strategy, market segmentation needs to define into the smaller segment that have similar needs, wants, desire and interest. In this step, the author rebuilt existing segmentation and added analysis based on surveys that were conducted to 337 respondents. The new proposed segmentation for Reblood is illustrated as follows.

Develop Positioning Statement
Positioning principles and processes for social marketing are similar to those of commercial marketing. The result of positioning is the successful creation of a user focused and used company product in order to influence them to change their habits. With the profile of priority audience, including any unique demographic, geographic, behavior related, and the research of perceived motivation, barriers, benefits, it will help to craft a positioning statement [5] In this research, author define audience positioning based on blood donation frequency. There were 3 types of users : First timer, Repeat, and Dormant/ Never donors.