Korean approach to donor motivation and retention through

Korean approach to donor motivation and retention through the Red Cross Society Kim, Sunhee Korean Red Cross Blood Services 2016 ROTARY INTERNATIONAL CONVENTION

Glance at the Korean Red Cross Blood Services Since taking over the National Blood Center in 1958, and being delegated the national blood services from government (presidential decree No. 10285) in 1981 § No. of Blood Donors increased from 370, 000 to 2. 9 million in 2015 § No. of Staff in Blood Service is 2, 046 (60. 5% of Red Cross Staff) No. of Blood Donation 2, 872, 156 (100% unpaid donation) Annual Supply of Blood components 6, 278, 079 units Financial Status in 2015 Income 309, 235 million won Expense 306, 475 million won Annual Surplus 2, 760 million won 2

Relevant Laws ○ Blood Management Act Article 6 (Blood Management) Only the following persons may implement blood management: Provided, That a person who falls under subparagraph 3 shall not collect blood among blood management: 2. The Korean National Red Cross established under the Organization of the Korean National Red Cross Act ○ Organization of the Korean National Red Cross Act Article 7 (Services) ○ Regulation on the Safety of Medical Supplies Article 11 3

Structure of Korean Blood Services Government Ministry of Health and Welfare Ministry of Food & Drug Safety Korea Center for Disease Control and Prevention (KCDC) Blood Management Committee KRC Blood Services: 15 blood centers & others Hospital Blood Centers 93. 2% of Blood donations collected by Korean Red Cross (2015) 4

Roles and Responsibilities - Government Name Ministry of Health and Welfare (Mo. HW) Ministry of Food & Drug Safety (MFDS) Korea Centers for Disease Control and Prevention (KCDC) Roles and Responsibilities Dept. - Overall blood supply-demand management Division of - Permission of the establishment of blood center Bioethics - Decision of the price of blood products Policy - Overall collection and supply management of pharmaceutical product - Overall plasma fractionation management Division of - Evaluation of blood establishments - Investigation of transfusion-associated infection Human Blood Safety Surveillance 6

Blood Service Statistics • • • 100% VNRBD Number of Blood Donations 2012 2013 2014 2015 Total 2, 722, 609 2, 914, 483 3, 053, 424 3, 082, 918 RC(%) 2, 542, 495(93. 4) 2, 708, 173(92. 9) 2, 844, 538(93. 2) 2, 872, 156(93. 2) Number of Blood Supply (Korean Red Cross) Year Number of Units Supplied For Transfusion Sub-Total For Fractionation % Sub-Total % 2015 6, 278, 079 4, 048, 199 64. 5 2, 229, 880 35. 5 2014 6, 272, 253 4, 099, 483 65. 4 2, 172, 770 34. 6 2013 6, 186, 007 4, 242, 147 68. 6 1, 943, 860 31. 4

History 1954. 6. The Korean government established National Blood Center 1958. 2. KRC took over the National Blood Center and renamed it as KRC Blood Center 1974. 4. KRC declared prohibition of paid donation and encouraged VNRBD 1981. 7. The Korean government entrusted the national blood services to KRC Red Cross played a leading role - Rapid growth in number of blood donations - Lack of government’s investment (government’s subsidies in ‘ 91~ ‘ 04 : 12 m$) - Lack of government’s inspection & evaluation - Focusing on group donation (56%) Government played a leading role - Focusing on individual donations (65%) - Strengthening government’s investment (government’s subsidies in ‘ 05 ~’ 12 : 117 m$) - Strengthening government’s inspection & evaluation - Appearance of private blood centers 7

Institutions Blood Service HQs 15 Blood Center 3 Laboratory Center Plasma Fractionation Center Blood Transfusion Research Institute Jeju 8

What Korean Blood Services does Manufacturing and supplying blood products for transfusion (Self-sufficiency based on Voluntary Non Remunerated Blood Donation) Manufacturing and supplying blood products for fractionation (Self Supply rate 95. 4% in 2015) Importing plasma derived medicinal products (12 kinds including tetanus) Donor Recruitment of hematopoietic stem cell transplantation Management of blood donor information 9

Donor Motivation & Recruitment activities in Korea • Donation pledge by organization • Thank you card • First donor kit • Guideline for the second donation Donors in their 30, 40 s First time donor • Donors’ Hall of fame • Award ceremony(30 th ~ 400 th) Regular donor Every blood donor - SMS after blood donation : Thank you for the participation, next donation date - World Blood Donor Day celebration, Blood Donation Day event - Sharing Blood Test result General citizen - Raising awareness on VNRBD Poster, Leaflet, Advertisement, Newspaper, Website, SNS, ABO exploration hall Mobile application(Smart Blood donation), Education materials (Text book), and etc

Website – bloodinfo. net • Introducing KRC Blood Services, providing information on blood donation and etc • Providing services : Reservation, Search for Blood Donation Center, Counselling, Electronic Donor Interview, blood test result and etc • No. of Visitors : 40 thousand donors use electronic donor interview and 500 donors make a reservation a week on average • Since 2002 • http: //www. bloodinfo. net

Mobile application • Developed in cooperation with SK Telecom • 150 thousand downloads (2014. 10. 31) • Ranked at the 10 th of Mobil Apps in health and welfare field in 2012 (the No. of downloads) • Menu: Find Blood Donation Center, Reservation, Electronic Donor Interview, Donation Information and etc • No. of Users /week : 1000 Electronic Donor Interview, 500 reservation

Social network Services Kakao story Facebook 2016. 01 45, 934 Blog 2016. 01 visitor 788, 650 neighbor 962, 248

PR Ambassadors - Famous Entertainers : Singer, Comedian, Sport Star, Actor, Actress, etc

ABO Blood Donation Exploration Hall • Providing information about blood donation and creating intimacy & friendship on blood donation for the future donors • located in National Science Museum • Can experience Blood Cell Kaleidoscope, Measuring Blood Volume, Quiz, Blood Vessel Experience Rider and etc • Operated since April 2014

Blood Donation Voucher Providing opportunity for donors to donate money equivalent to their blood donation gift to the need - 2014 529, 800, 000 won (51, 201 people) - 2015 645, 894, 000 won

Registered Blood Donor System • Blood donors who pledged to donate blood regularly • established in 1999 in order to ensure stable blood supply • Donor who donated more than 2 times within a year can be a member Year Total no. of donation in Red Cross New registered donor Accumulated registered donor No. of donation %/total donation 2015 2, 872, 156 136, 233 780, 620 1, 224, 410 42. 6% 2014 2, 844, 538 128, 295 709, 181 1, 157, 294 40. 7% 2013 2, 708, 173 121, 504 654, 124 1, 026, 147 37. 9% Provide a chance to participate in the special events(Movie, Tour, Book event, and etc) for the registered blood donors

Corporate partners which pledges to donate blood regularly Group (company, public institution, etc) pledges to take part in blood donation movement and activities to proliferate donation culture regularly every year Goal: To promote the participation of middle-aged donors Year 2012 2013 2014 2015 No. organizations 187 388 677 944

Programs to Appreciate Regular Donors Awards program - 30 times : silver medal - 50 times : gold medal - 100 times ~ 300 times : honorary medal For donors who donated more than 400 times - presenting memorial tablet with celebration in blood donation center Registration in the hall of fame(website) - 100 times donation donors : 4, 660 Donations 30 ~ 50~ 100~ 200~ 300~ 400~ 500~ 600~ 2014 64, 117 25, 711 5, 789 846 162 43 7 3

Voluntary Hour Recognition ü 4 Hours Recognition per donation § since 2010. 7. 1 § all kinds of blood donations § limited to 5 times for WB donation, 24 times for Apheresis , 96 hours at the maximum a year donation

Blood Donation Supporters & Red Campaigner • University & High school students or Red Cross Youth who participate in blood donation promotion • Main Activities - Regular promotion with blood center and blood donation center - Every 13 th ‘Blood Donation Day’ campaign - Donation campaign and publicity to women and middle-aged people

Providing education materials including school text book Providing education materials to schools Using blood donation ad for the lesson plan

Thank You