13 January 2026

Photo: Martin Oesterer

From left to right: Prof Dr. Silke Boenigk, Martin Oesterer, Sarah Fenske, Luisa Leman, Annett Smolka, Dr. Sigrun Leipnitz, Dr. Lena Kunz, Alexander Rödl, Dr. Besarta Veseli, Prof. Dr. Michel Clement, Uta Demmer, Wolfgang Rüstig

The exchange between the University of Hamburg and the German Red Cross Blood Donation Service focused on current issues in blood donation marketing. Topics discussed included raising awareness, targeting specific audiences, and recruiting volunteers—all with the shared goal of integrating research and practice even more closely.

How can blood donations be effectively promoted? And what role can marketing research play in this effort? These questions were the focus of the 20th Hamburg Forum, which brought together experts from the University of Hamburg and the German Red Cross (DRK) Blood Donation Services of Baden-Württemberg-Hesse and Northeast Germany in Hamburg. Staff members from Michel Clement’s professorship were also represented on behalf of the School.

The goal of the meeting was to further intensify the exchange between scientific research and practical implementation. In an open dialogue, key challenges facing the blood donation sector were discussed, including the current level of awareness regarding blood donation in Germany and possible approaches to specifically increase it, special requirements when reaching out to people with a migration background, and strategies for recruiting and retaining volunteer helpers in the long term. The discussion also covered planned campaigns by blood donation services and how these can be effectively supported through scientific research.

The exchange provided numerous new ideas, concrete insights, and exciting starting points for future research projects. At the same time, it became clear how valuable close, practical, and team-oriented collaboration between the university and blood donation services is.

This content has been translated automatically.