Abstract
The work aims to understand the capture and loyalty of potential blood donors from the Hemocentro de Alagoas (Hemoal), Maceió Unit, during the Covid-19 pandemic. The research points to the need to use Social Marketing aimed at blood donation, since it can collaborate to significantly increase the levels of donations in the face of the little culture of blood donation in the country and the alarming scarcity of stocks of blood bags. blood and other blood components. Given the guided research problem, the work results from a case study with an exploratory-descriptive character with a qualitative approach. It was identified, through analysis of the materials accessed, that, although Hemoal presents some strategies in order to enhance the provision of its services, they occur in a punctual and disjointed manner. Considering this understanding, regarding the promotion and adherence of a culture of blood donation in the State of Alagoas, we highlight to Hemoal the attention to formulations of strategies that are based on Social Marketing.