Description
To explore cord blood banking industry dynamics, BioInformant surveyed 600+ recent and expectant parents worldwide.
These fascinating findings can now be accessed and implemented into your cord blood bank, without the time and expense of designing an international survey.
Key Survey Findings from 600+ Recent and Expectant Parents
Conducted in mid-2017, this 40-question, 52-page survey reveals how to effectively educate parents, prioritize your marketing budget, and understand why parents bank publicly, privately, or not at all.
It identifies popular blogs, websites, and resources among expectant parents, and provides key insight into the minds of your prospective clients.
Use these recent survey findings to:
- Make effective advertising decisions
- Create targeted marketing messages
- Position your services to appeal to your target audience
Key survey findings include:
- Key factors influencing the decision to store cord blood
- Factors influencing private versus public storage of cord blood
- Rates of cord blood banking awareness by gender, income, geographic location, and education
- Sources through which expectant parents learn of cord blood preservation
- Reasons for price sensitivity among expectant parents
- Approaches for communicating with expectant parents
- Parental responsiveness to health statistics
- “Tested” language for communicating with expectant parents
- And more
Survey Design
It is critical for cord blood banks to understand the needs, hopes, and expectations of their clients. To achieve this goal, an electronic survey was distributed to respondents worldwide.
The primary focus of the survey was to determine the factors involved in an expectant parent’s decision to privately store, publicly donate, or discard a newborn’s cord blood. Therefore, the questions were aimed understanding the decision and exploring the factors that influence it.
The first section (6 questions) presents population characteristics for all of the respondents (603 total).
Next, a stratifying question (#7) was asked, which was, “Did you privately bank cord blood, publicly donate it, or not preserve cord blood?”
The responses to that question were used to create a branched survey design, in which different questions were asked to each of the three respondent groups, as shown below:
- Respondents who Banked Privately (61 Respondents; Questions 8 – 25)
- Respondents Publicly Donated (154 Respondents; Questions 26 – 29)
- Respondents Who Did Not Bank Cord Blood (377 Respondents; Questions 30 – 33)
As a result of this design, the first set of findings is from the parents who choose to privately bank cord blood. The second set of findings is from parents who choose to donate cord blood. The third set of findings is from parents who did not bank cord blood.
Finally, seven questions they were asked of all respondents, regardless of which branched survey group they participated in (Questions 34 – 40).
Cord Blood Banking Survey Questions
Question 1. What is your gender?
Question 2. How recently have you had a child?
Question 3. In which region do you live?
Question 4. Total household income (estimate to the best of your ability)
Question 5. Primary Career Field
Question 6. What is the highest level of education completed by either parent?
Question 7. Did you privately bank cord blood, publicly donate cord blood, or not preserve cord blood?
Question 8. Why did you elect to privately bank cord blood?
Question 9. Why did you choose to privately store cord blood, instead of publicly donating it?
Question 10. What was most influential in your choice to select a specific cord blood bank?
Question 11. How did you hear of cord blood banking?
Question 12. What phrases are most influential to you?
Question 13. What additional products/services did you purchase that were not covered by your medical insurance?
Question 14. Was cord tissue storage offered by your cord blood bank?
Question 15. If it was offered, did you purchase it?
Question 16. What was the most influential material that you received from the private cord blood bank you choose?
Question 17. With whom in your personal life did you discuss cord blood banking?
Question 18. How do you perceive cord blood banking?
Question 19. How much influence did your Obstetrician have on your decision to bank cord blood privately?
Question 20. Once you became interested in private cord blood banking, from how many private cord blood banks did you request a Free Informational Packet?
Question 21. At what stage during pregnancy did you make the decision to privately bank cord blood?
Question 22. Which of the following significantly influenced your decision to privately store cord blood?
Question 23. Do you know other people who have privately stored cord blood?
Question 24. Why do you think you were open to the idea of private cord blood banking?
Question 25. What did you find most memorable during the process of deciding to privately store cord blood
Question 26. Why did you choose to bank cord blood publicly?
Question 27. How do you perceive cord blood banking?
Question 28. Do you know other people who had publicly donated cord blood?
Question 29. How did you hear about the option of public cord blood banking?
Question 30. Why did you decide not to bank cord blood?
Question 31. What was your primary reason for not banking cord blood?
Question 32. Would you consider privately banking cord blood in the future?
Question 33. Do you know other people who had publicly donated cord blood?
Question 34. What recommendation did your Obstetrician make to you regarding cord blood banking?
Question 35. What recommendation did the leader of your pre-natal classes make to you regarding cord blood banking?
Question 36. What website did you primarily use during pregnancy?
Question 37. Did you use a pregnancy-related app?
Question 38. If so, which app did you use?
Question 39. Were there cord blood banking ads on your app?
Question 40. Did you know about cord blood banking before becoming pregnant?
