The Canadian Blood Services' decision last November to "rebrand" its national bone marrow registry by changing the name of the registry from the Unrelated Bone Marrow Donor Registry to the OneMatch Stem Cell and Marrow Donor Network in an attempt to get more ethnic citizens to sign on has apparently been a major success. (Transplant News, November 2007).
The "rebranding" effort making it easier for all citizens to join has resulted in a 341% increase in the network's target market of young, ethnically diverse Canadians registering thus far, OneMatch said in a press release.
The major jump was fueled by the network's decision to make it easier and faster to register ...