Strategic Communication as a Key Factor for Incrreasing Organ Transplantation

In the year 2011 61,500 people were waiting for a matching graft in the European Union. Thereof 5,500 patients passed away while waiting. Alone in Europe, an average of 12 people die each day as a result of the unavailability of matching organ transplants. Due to the permanent rising life expectancy, new technologies and chronic diseases like diabetes and hypertension the demand for organs, tissues and cells is worldwide continuously rising. The aim of this study is to show which indicators are decisive for closing the gap of the current demand and the availability of organs. From the methodological perspective three countries have been selected to underline the difference system and procedure in this sensible field. Spain occupies a pioneer role in organ donation and transplantation, whereas Germany and Austria are lacking behind. From the legal perspective Spain and Austria are quite similar with their presumed consent system (opting out) whereas Germany has an informed consent system (opting in). Hence, there must be other important factors leading to the following research question: ‘What makes the Spanish Model so successful in comparison to the German and Austrian systems? It can be shown that beside the respective legal framework a coordinated and integrated communication policy on the (inter)personal level (well-trained transplant coordinators) and on the organisational level (quality assurance and educational programme, national coordination agency) is crucial for succeeding in closing the gap between demands and realized organ transplantation.