From stagnation to scale: reimagined CSL Plasma’s donor experience to help change the global mindset on donating plasma to ultimately save lives.
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The Industry: Pharmaceuticals & Biotechnology

The Rub: Across the continental USA, Puerto Rico and Europe, consumers today are seeing one number advertised but in reality earning another amount entirely. At first look (social, reddit, billboard, display ad), consumers see the total earnings they can make:  $800/month. But when it comes to the reality of what they are actually earning in a given month or week when donating plasma, it’s another story entirely that’s not well advertised or told. Consumer education of payouts is lacking, meaning there is no consistent story donors can rely on, trust, be loyal to and advocate to their friends, family, and community. What’s more, there’s a huge gap between the digital and in-center experience, causing a struggle between unified brand experience and donor satisfaction score.

The Mindset: I just want to donate some plasma, earn some quick cash or ask around to family and friends what their donation experience has been like.

The Urgency: Year over year, new donor acquisition has been gradually dwindling due to a huge hand raiser drop-off problem. As a result, total collections and donations are down. There is a need to overhaul the digital and in-center experience to improve donations, collections, company image and overall satisfaction.

The KPIs: New donor form submissions. Center foot traffic. Donor engagement and satisfaction. Consumer insights.