Systematic Literature Review of Interventions for Promoting Postmortem Organ Donation From Social Marketing Perspective

Introduction: This systematic review examines the factors that make some interventions promoting postmortem organ donation more successful and more likely to change behaviors than others. We analyzed the effectiveness of different types of interventions for promoting postmortem organ donation against the criteria identified by previous research in other health-related areas as the most important for designing effective behavior change programs. We observed a correlation between the use of social marketing benchmarks and the reported success of intervention goals. Methods: We conducted a systematic review of all articles describing interventions promoting postmortem organ donation published in scientific journals between January 2008 and November 2018. We analyzed these articles against the 7 social marketing benchmark criteria using a coding questioner. Findings: The analysis revealed a correlation between the use of social marketing benchmark criteria in an intervention’s design and the success of the intervention. Interventions that employed 6 or 7 criteria reported successful achievement of all intervention objectives. We observed a decrease in success rates when fewer than 6 social marketing benchmark criteria were included in the intervention design. Discussion: The findings suggest that a social marketing approach may prove useful to efforts to promote postmortem organ donation. More social marketing benchmark criteria should be included in the design and implementation of interventions promoting postmortem organ donation.