Abstract

Patients suffering from end-stage diseases wait in expectation of life-saving organs that could improve their quality of life. However, there is widening gap between organ supply and demand. The intention of this study is to explore and evaluate marketing strategies in organ donation and transplantation. In an attempt to achieve the purpose of this study, a qualitative approach was employed. Phenomenology was used as the study’s research design. The study used social marketing and the theory of social constructivism as the theoretical frameworks and data was collected through in-depths interviews. Qualitative data was analysed through thematic content analysis. Purposive sampling was used to select 30 organ donation coordinators. The study established that public education is the main vehicle through which organ donation and transplantation are promoted. Educational talks, distribution of information, media, social media, expos, awareness events, and corporate and educational talks are amongst the strategies used to promote organ donation. The study recommends that the Department of Education include the issue organ donation in school curricula, and that religious organisations, regular worksite campaigns, regular television advertisements should be used as vehicles through which to promote organ donation and transplantation. Furthermore, it is recommended that additional public awareness campaigns be held in black communities. It is respectfully recommended that the Organ Donor Foundation consider opening satellite offices in all nine South African provinces.

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