{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,13]],"date-time":"2026-10-13T16:44:04Z","timestamp":1791909844440,"version":"4.3.4"},"reference-count":23,"publisher":"Wiley","issue":"6","license":[{"start":{"date-parts":[[2024,5,1]],"date-time":"2024-05-01T00:00:00Z","timestamp":1714521600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Transfusion"],"published-print":{"date-parts":[[2024,6]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:sec><jats:title>Background<\/jats:title><jats:p>Acutely highlighted during the COVID\u201019 pandemic, the tenuousness of the blood supply continues to be a lynchpin of the most important medical procedures. Online advertisements have become a mainstay in donor recruitment. We set out to determine the effectiveness of online search ads and variations thereof on blood donations with an emphasis on first\u2010time donors.<\/jats:p><\/jats:sec><jats:sec><jats:title>Study Design and Methods<\/jats:title><jats:p>From September 01, 2022 through March 31, 2023, we performed a campaign comparison experiment through a major search\u2010ads platform with two distinct messages: one altruistic (\u201cAltruistic\u201d) and one with a prospect of rewards (\u201cPromotion\u201d). We developed a method to track donation outcomes and associated them with impressions, click\u2010throughs, and conversions. We compared the performance of the Altruistic and Promotion arms to a control group that was not associated with any search\u2010ads (\u201cBaseline\u201d).<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Analyzing 34,157 donations during the study period, the Promotion group, and not Altruistic, had a significant difference of first\u2010time donors over Baseline (24% vs. 12%, <jats:italic>p<\/jats:italic>\u2009=\u20097e\u20106). We analyzed 49,305 appointments and discovered that appointments made from the Altruistic arm resulted in a significantly higher percentage of donations when compared to Baseline (57% vs. 53%, <jats:italic>p<\/jats:italic>\u2009=\u2009.009); however, the Promotion group had a higher percentage of donations from first\u2010time donors when compared to Baseline (12% vs. 8%, <jats:italic>p<\/jats:italic>\u2009=\u2009.006).<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusion<\/jats:title><jats:p>We developed a method for determining the effectiveness of online search ads on donation outcomes. Rewards\/promotions messaging was most effective at recruiting first\u2010time donors. Our methodology is generalizable to different blood centers to explore messaging effectiveness among their unique communities.<\/jats:p><\/jats:sec>","DOI":"10.1111\/trf.17850","type":"journal-article","created":{"date-parts":[[2024,5,2]],"date-time":"2024-05-02T02:53:42Z","timestamp":1714618422000},"page":"1016-1024","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Measuring the effectiveness of online search ads on blood donor recruitment and donation"],"prefix":"10.1111","volume":"64","author":[{"given":"Duncan C.","family":"McElfresh","sequence":"first","affiliation":[{"name":"Department of Health Policy, Center for Innovation to Implementation Veterans Affairs Health Care  Palo Alto California USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jenn","family":"Bennett","sequence":"additional","affiliation":[{"name":"Stanford Blood Center, Stanford Health Care  Stanford California USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kay","family":"Enriquez","sequence":"additional","affiliation":[{"name":"Stanford Blood Center, Stanford Health Care  Stanford California USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5900-0289","authenticated-orcid":false,"given":"Tho D.","family":"Pham","sequence":"additional","affiliation":[{"name":"Stanford Blood Center, Stanford Health Care  Stanford California USA"},{"name":"Department of Pathology Stanford University School of Medicine  Stanford California USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2024,5]]},"reference":[{"key":"e_1_2_7_2_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.15604"},{"key":"e_1_2_7_3_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.16561"},{"key":"e_1_2_7_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.cll.2020.08.013"},{"key":"e_1_2_7_5_1","doi-asserted-by":"publisher","DOI":"10.1097\/ALN.0000000000003341"},{"key":"e_1_2_7_6_1","unstructured":"American Red Cross.Red Cross Declares First\u2010ever Blood Crisis amid Omicron Surge. American Red Cross Web Page. Accessed on January 2022. https:\/\/www.redcross.org\/about\u2010us\/news\u2010and\u2010events\/press\u2010release\/2022\/blood\u2010donors\u2010needed\u2010now\u2010as\u2010omicron\u2010intensifies.html#:~:text=The%20Red%20Cross%20has%20experienced%20low%20donor%20turnout%20ever%20since reverse%20this%20national%20blood%20crisis"},{"key":"e_1_2_7_7_1","unstructured":"American Red Cross.COVID Severe Blood Shortage. American Red Cross Press Release. Accessed on March 2020.https:\/\/www.redcross.org\/about\u2010us\/news\u2010and\u2010events\/press\u2010release\/2020\/american\u2010red\u2010cross\u2010faces\u2010severe\u2010blood\u2010shortage\u2010as\u2010coronavirus\u2010outbreak\u2010threatens\u2010availability\u2010of\u2010nations\u2010supply.html"},{"key":"e_1_2_7_8_1","doi-asserted-by":"publisher","DOI":"10.1002\/jhm.12843"},{"key":"e_1_2_7_9_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.15415"},{"key":"e_1_2_7_10_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.16278"},{"key":"e_1_2_7_11_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1537-2995.2007.01517.x"},{"key":"e_1_2_7_12_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.14108"},{"key":"e_1_2_7_13_1","doi-asserted-by":"publisher","DOI":"10.1111\/vox.12796"},{"key":"e_1_2_7_14_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.15085"},{"key":"e_1_2_7_15_1","doi-asserted-by":"publisher","DOI":"10.1159\/000318023"},{"key":"e_1_2_7_16_1","doi-asserted-by":"publisher","DOI":"10.2450\/2011.0090-10"},{"key":"e_1_2_7_17_1","doi-asserted-by":"publisher","DOI":"10.1111\/trf.14823"},{"key":"e_1_2_7_18_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12553-021-00532-y"},{"key":"e_1_2_7_19_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tele.2020.101534"},{"key":"e_1_2_7_20_1","doi-asserted-by":"crossref","unstructured":"YuanS WangJ ZhaoX.Real\u2010time bidding for online advertising. In: Proceedings of the Seventh International Workshop on Data Mining for Online Advertising. ACM; 2013. p. 1\u20138.https:\/\/doi.org\/10.1145\/2501040.2501980","DOI":"10.1145\/2501040.2501980"},{"key":"e_1_2_7_21_1","unstructured":"Google Search Ads.Google ads quality score. Google Ads Help Page. 2023.https:\/\/support.google.com\/google-ads\/answer\/6167118?sji8d=14911350024957767429-NA"},{"key":"e_1_2_7_22_1","doi-asserted-by":"publisher","DOI":"10.1037\/0278-6133.27.3.327"},{"key":"e_1_2_7_23_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.2013.1826"},{"key":"e_1_2_7_24_1","doi-asserted-by":"publisher","DOI":"10.1111\/tme.12233"}],"container-title":["Transfusion"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/trf.17850","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2024,10,15]],"date-time":"2024-10-15T09:59:38Z","timestamp":1728986378000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/trf.17850"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,5]]},"references-count":23,"journal-issue":{"issue":"6","published-print":{"date-parts":[[2024,6]]}},"alternative-id":["10.1111\/trf.17850"],"URL":"https:\/\/doi.org\/10.1111\/trf.17850","archive":["Portico"],"relation":{},"ISSN":["0041-1132","1537-2995"],"issn-type":[{"value":"0041-1132","type":"print"},{"value":"1537-2995","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,5]]},"assertion":[{"value":"2024-01-09","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2024-04-09","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2024-05-01","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}