February 1, 2024- A new study created by Abbott and Blood Centers of America (BCA) showed that mixed reality technology helps ease donors’ feelings of anxiety and boosts the likelihood they will return to give blood again.
Results from the pilot study reveal that mixed reality “is an innovative technology that holds promise to increase donor engagement, satisfaction, and retention,” researchers said.
Abbott, the global leader in screening blood and plasma, partnered with Blood Centers of America, the largest blood supplier network in the U.S., to launch a mixed reality experience for blood donors in June 2023. It is now available at several donation sites across the country, including in New York, Houston and the Chicago area. More blood donation sites will offer the experience soon.
The Abbott and BCA mixed reality innovation is an immersive digital experience designed to improve the blood donation process, attract new donors and motivate a younger generation to give blood. Donors wear lightweight mixed reality headsets to visit a digital world while remaining fully aware of their real-world surroundings. The effort aims to address the global challenge of sustaining a reliable blood supply.