The Challenge: NHS-BT created a new Session Strategy & Marketing division to bring together the management of blood donation sessions, hospital targets and donor marketing – comprising 130 staff across 5 UK locations. In the midst of this restructure, the NHS had to urgently prepare for the possibility of a swine flu pandemic.
The Result: I was brought in as the Interim Director whilst they sought the permanent post holder. I quickly established a new senior management team, with more clearly defined objectives, and greatly improved marketing effectiveness by facilitating better collaboration between disenfranchised internal staff, the COI and 5 agencies. I introduced a new marketing and blood collection strategy based on a more sophisticated, attitudinal and faith-based segmentation model. Having this in place enabled us to swiftly build blood stocks when needed – we achieved the target increase of 65% in just 6 weeks; doubling number of new donors, halving the previous best acquisition cost and increasing web traffic by 300%.