Forum: Relationships, not just rewards, will secure Singapore’s blood supply

As a regular blood donor, I applaud Health Minister Ong Ye Kung’s recent speech at the 80th anniversary of the National Blood Programme.

In his address, he warned that “a perfect storm” awaits us if Singapore cannot address the growing mismatch between blood demand and supply (Healthpoint rewards among measures to draw more blood donors, mitigate possible shortage, April 15).

Some measures he announced to tackle the problem were the awarding of Healthpoints for successful donations and stepping up outreach to younger donors.

Using Healthpoints aligns with Healthy 365’s broader aim of getting Singaporeans to take greater ownership of their health, as regular blood donation has health benefits.

In parts of China, blood donation incentives are linked to employee benefit schemes.

In the United Kingdom, donors are informed when their blood is sent to a hospital, a small but psychologically powerful gesture that affirms the donor’s sense of purpose and contribution.

However, such measures may generate short-term spikes in donations but not solve the longer-term supply cliff that Singapore faces. 

For decades, the blood bank’s message has been “Donate Blood, Save Lives”. At its heart is an important truth: Donors play an essential part in healthcare delivery. 

In a national health crisis, the supply of essentials, including blood, must be guaranteed. 

Recruiting new donors is necessary. But retaining existing donors and getting them to donate regularly is also important. 

One way to retain donors is to absorb them into the broader healthcare system. 

Regular donors can become volunteers at donation centres, where their experience can help assure nervous first-timers.

Blood donation already involves routine blood testing to ensure transfusion suitability. Why not send the donor’s blood for additional tests as part of their ongoing health screening effort?

Long-term donors can also be given first right of refusal for suitable clinical studies and trials conducted by healthcare institutions, which usually involve expensive specialised tests and diagnostics. 

Another important shift is to think in terms of life stages.

Banks, airlines and hospitality companies manage customers according to their habits, constraints and motivations at different stages of life.

Singapore’s blood programme can do the same. 

A busy executive donor can receive alerts about mobile blood drives near his office when it is time for him to donate and also update him on donation centres that operate after office hours. When donors’ children become eligible, they can be encouraged to donate together as a family.

The current DonateBlood app is a practical tool that can become a digital community platform for donors to interact and view blood donation as part of healthy lifestyle management. Integrating it with the Healthy 365 app is good. 

The National Blood Programme already has many strong initiatives targeted at younger donors.

There are also extensive corporate partnerships and workplace outreach programmes that have successfully converted many first-time donors into regular ones.

The pieces for a sustainable blood programme are already in place. 

I trust that the Government will do more to integrate them into a holistic, relationship-based ecosystem.

Ng Wei Joo