SITUATION:
The plasma business was becoming more complex by the day. With new competitors sprouting up right around the corner, and donors being thanked for their time with every-increasing incentives, BioLife knew they needed to find a way other than increasing incentives to appeal to potential donors. 

ROLE:
Next Step served as a strategic partner and extension of the marketing leadership team. In addition to partnering with their agency, we also developed and oversaw a multi-disciplinary research plan consisting of in-depth qualitative, an ongoing proprietary consumer community, and a partnership with a secondary quantitative panel to track changing consumer sentiment and unearth new insights for marketing both existing centers and the launch of new ones. 

AHA!
Discover a reason to donate that's both rational and emotional. Careful listening helped us understand that while plasma donors were highly influenced by the monetary incentives to donate, the real motivation was the personal satisfaction that came with finding a way to both take care of themselves and their families and help patients with life-threatening diseases.