CHALLENGE:

Maintaining the blood supply to meet the current and future demand of Canadian patients is an ongoing challenge to CBS. While the group has reported that more than half of Canadians will require blood for themselves or a family member, less than 4 percent of the population regularly gives blood. CBS needed to reach out to new donor groups especially now that the primary donor age cohort—Baby Boomers—has begun moving from being net donors to net users as they age and undergo medical procedures associated with the ailments of seniors.

CBS determined its donor clinic network of 40 permanent facilities and thousands of mobile clinic sites was not optimized to realize untapped potential in its service areas. Using PRIZM segmentation system to analyze CBS’s home-based and business-based blood donors, EA analysts classified them into one of the 66 lifestyle types based on geodemographics and Social Values. Analysts then scored neighbourhoods throughout the three markets according to their actual blood donation level compared to their expected benchmarks. Any shortfall between the actual and benchmark figure indicated untapped potential, and CBS designated those areas as good prospects for a new clinic while consolidating existing ones.