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 most often see one total earnings they can make, $800/month, splashed across every social, reddit, billboard, display ad you can think of. But when it comes to the reality of what consumers and donors are actually earning in a given month or week when donating plasma, it’s another story that’s not well advertised or told. The education of donor payouts at CSL Plasma is lacking, meaning there is no consistent story donors can rely on, trust, be loyal to and advocate to friends, family and community. What’s more, there’s a huge gap between the digital and in-center experience, causing a struggle to have a unified brand experience and donor satisfaction score.

The Mindset: I’m here online or on the app to window shop and 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 trickle down effect, total collections and donations are down and the business takes a hit. The time is now to overhaul the digital and in-center experience to improve donations, collections, company image and plasma satisfaction.

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