Practical analysis of social marketing strategies impact on attitudes of potential reproductive cell donors in the Republic of Serbia

Abstract

Background/Aim. There is a constant surge in need to use third-party reproductive cells among couples with inability to conceive with one's own reproductive cells, or in order to prevent passing of an inherited genetic disease to the child. The goal of the paper is to present a theoretical overview and perform a practical analysis of the use of social marketing strategies using the first technologies of analysing the attitudes of potential donors of reproductive cells in the Republic of Serbia, which would go in the direction of more specific adaptation to the target group. Methods. Empirical research in the paper is based on questionnaire about willing to be donator of reproductive cells and about having information about donation of reproductive cells in which women and men in Republic of Serbia participated. The data was obtained during 2021. and questionnaire was focused on special group of population. The questionnaire was sent to people who were 20 to 34 years old, who could be potential donors of reproductive cells. 201 women and men from Republic of Serbia participated in the research. The first part of the questionnaires were tested for internal consistency. Internal consistency was tested by Cronbach alpha coefficient calculation (?). Values of ? lower than 0.5 refers that the questionnaire possesses unacceptable consistency. Results. Empirical research conducted within the target group of potential donors gave the following results: 57% were informed about reproductive cell donation through internet, 29% by friends and family, and 11% were informed by doctors. Only 32% participants are informed and 25.1% are partially informed about donation of reproductive material in Republic of Serbia. 43 % participants were not informed about donation of reproductive material. Most of participants, 54 % said that they maybe donate their reproductive material if they had more information, 20% would donate and 26% refuse reproductive material donation. Conclusion. The target group of potential donors of reproductive cells is present in the Republic of Serbia. In addition to the analysis of attitudes, further planning, and implementation measures for the promotion of donation could influence raising awareness about the lack of reproductive material and increase the recruitment of gamete donors.