Laboratory of Hemoderivative: Commitment to the Quality of Life. Social Marketing Campaign ?Donate Plasma, Donate Smiles?

Applied Social Marketing and Quality of Life

Springer

Año: 2021; p. 27 - 45

The Laboratory of Hemoderivatives (LH) is a public pharmaceutical company of the Universidad Nacional de Córdoba (Argentina), created in 1964 with the purpose of improving the quality of life of people by making medicines derived from human plasma.Its mission, for five decades, has been based on the implementation of actions framed within the perspectives of Quality of Life marketing (QoL marketing). Itscommercial policies distinguish it from other competitors: international qualityproducts under strict compliance with Good Best Manufacturing Practices, lowprices, priority supply to the public sector, exchange agreements with blood banks and hemotherapy services guaranteeing national and Latin American supply.The social marketing campaign ?Donate Plasma, Donate Smiles? began as aCommunicational Campaign for the Voluntary Donation of Plasma with the aim ofincreasing the availability of plasma and contributing to raising awareness of the importance of voluntary and altruistic donation. In this context, the concept of quality of life was approached from two perspectives: (a) from access to health, starting from having high-quality blood-derived medicines produced in the country, available at much lower cost; (b) from the quality of life focused on the way of life that patients under treatment with these drugs may have.Over time, it became a comprehensive marketing program, seeking to create andretain communities of regular volunteer donors through relationship marketing.