Abbott’s mixed reality technology improves blood donor experience

A new study published online and available in the February print edition of the journal Transfusion shows the mixed reality technology for use during blood donation created by Abbott and Blood Centers of America 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 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. More blood donation sites will offer the experience soon. 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. Of the 142 donors who reported pre-donation anxiety, 68.4% said the use of mixed reality during donation decreased their reported anxiety. For donors who tried mixed reality while donating, 89.2% said they wanted to come back to donate again.