Influencer marketing in blood service facilities

Abstract

Traditional marketing tools are gradually losing effectiveness. Every year, Internet users grow, and interaction with the company through social media becomes popular. This stimulates the development of new areas of marketing activities of the company. There is a need to find more modern and at the same time practical marketing tools. One of them is influence marketing. Marketing and PR agencies, SMM specialists, and marketers are paying more and more attention to the study of impact marketing; among scientists Gvozdetskaya I. V., Dyachenko K. V., Kueva-Estrada J., Belova T. G., Kislitsyna A. A., Zhurilo V., and others. Selection of unexplored parts of the general problem. Although the number of publications on marketing in the blood service is growing every year, there are no scientific publications on the interaction with opinion leaders in blood service institutions. The work aims to determine possible formats of work with opinion leaders, analyze positive experiences in marketing influence in blood services abroad, and develop recommendations for its use in Ukrainian blood establishments. The paper identified achievable goals and formats of work with opinion leaders, criteria for selecting bloggers, and indicators for assessing interaction effectiveness. The experience of using influencer marketing in blood establishments, particularly in the Date 2 Donate campaign in the UK, collaboration with a writer and blogger in Italy, blogger posts in Singapore and South Africa, were analyzed. Recommendations were developed for the use of influence marketing in blood service establishments of Ukraine. The Blood Service can interact with bloggers through blog posts; an invitation to the blood center, videos showing the process of donating blood; live broadcasts; maintaining an account or heading of the blood center on social networks; conducting competitions on social networks, and others.