Faith Fasoore
Fall 2024
Situational Analysis
To identify what makes your health care product or service unique, a situational analysis has been conducted. The situational analysis portion of this project will focus on the internal and external environment in which the marketing plan is to be implemented.
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The situational analysis will include three specific areas:​
- SWOT, a four-cell chart containing internal and external factors of the chosen healthcare organization
- Environmental forces, research into university health centers as well as health services or programming for university students.
- Competitive analysis, an analysis of weaknesses and strengths of the competitors to the selected organization
SWOT
Social Factor
I believe the social environment will have a positive impact on my marketing plan. With the campus health services that I have encountered on Bloomington and Indianapolis campus; I have seen that the social environment helped in pushing forth the agenda of students going to get help at their campus health center. Especially, with all the things that can happen on a campus full of students just trying to explore and take risks, it can result in a lot of health consequences. So, students are told about their resources through the campus health center as soon as they go to orientation or through different organizations.
Social Environmental Factor
Technological
Environmental
Factor
Technological Factor
The technological environment also can have a positive impact on the campus health center. Technology today helps in promoting and marketing resources and services that would be of benefit to people in their areas. Through social media, we can send advertisements to reach people in the surrounding area and get them to learn about the campus health center and its mission for the students. This can work rather quickly based on the amount of engagement online. We could also attach incentives to becoming a member or better yet visiting the center, and it could be boosted and begin to trend, resulting in more people seeing it.
Competitive Analysis
A competitor to my organization is MinuteClinic. MinuteClinic is a clinic connected to CVS Pharmacies. They pride themselves on being able to provide efficient and effective care for all people.
They are usually based around campuses and so students tend to find themselves there for multiple reasons. Some don’t want the school to have a record of their health issues. While others may use insurance and MinuteClinic can accept their insurance. There are various reasons why students could patronize with them. MinuteClinic provides vaccinations, run tests, and provide physical examinations.
One of their weaknesses is that they aren’t usually based on campus, but are usually off-campus, so not all students have accessibility to them. This would be a competitor with my Campus Health Service Center because we also plan on doing the same
thing but just it being on campus and appealing to the total wellness of the patient.