UPMC – Strategy
Uncovering the motivation behind organ donation.
To help UPMC attract more living-liver donors, we conducted a comprehensive market research study with current organ donors to gain insights into their experiences. Given the confidential information that patients would be divulging, we followed HIPPA and PHI guidelines and created additional internal processes to protect privacy. We also facilitated open and honest communication through lengthy ethnographic interviews, and by employing a novel, unorthodox exercise called Scrapbooking. This gave each donor a chance to document his/her journey in a more personal way, which allowed us to glean valuable insights about their motivations for becoming donors. The approach yielded powerful messages that were incorporated into all of UPMC’s living-liver donor communication materials.