Using TikTok vides to rapidly grow donors for a medical start-up!
Background:
Trusting Heart Blood Center (THBC), is a platelet donation center with three locations across the United States.
Synopsis:
THBC opened its doors in mid 2020 and had slow growth for a year. Roberto was tasked with growing the donor base with a younger demographic, improve retention and help disrupt the blood industry with a more pop-culture advertising approach.
In mid 2021 Roberto was the first marketing leader and marketing expert to join the THBC team. With a background in advertising leading growth initiatives for global brands including Dickies.com, KubotaUSA.com and JadaToys.com to name a few.
Using TikTok videos Roberto (and team) were able to improve average monthly NTF from ~800 to ~3,000. The advertising also maintained a CPA ~45 and improved Cost Per Donor Pool from $837 to $588.
Roberto used DTC concepts to target a younger demographic. This disrupted a relatively antiquated blood industry stuck in promoting their blood donations with outdated advertising and marketing.
Results:
Below are the successful results presented at the AABB (Association for the Advancement of Blood & Biotherapies) conference.
AABB Conference Presentation
Presentation at the AABB (Association for the Advancement of Blood & Biotherapies) demonstrating the feasibility of for-profit platelet Donation Centers the growth in donors and the younger demographic.