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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 

Students in this course use real university health organizations to create an informed marketing plan over the duration of a semester

SWOT

Here you'll find a four-cell chart containing internal and external factors related to Campus Health. 

STRENTGHS

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  • There is an extensive range of medical services being provided for students.

  • The location of the organization is convenient for students since it is within walking distance from dorms and classes.

  • There is a strong partnership between the organization and the surrounding health systems.

  • There are comprehensive sexual health resources tailored specific for the student population.

WEAKNESSES â€‹

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  • There is limited evening and weekend availability, which cannot accommodate all student schedules.

  • Since there are walking times available, there could be long wait times during peak hours.

  • Some services require external referrals to another facility.

  • There are no specified mental health centers or services for students within the organization.

  • There is not much promotion of this organization to new and incoming students.

OPPORTUNITIES

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  • Employment opportunity to future students wanting to pursue healthcare or medicine.

  • There is always a possibility that campus health can partner with other university wellness programs to increase awareness.

  • There is also an opportunity to expand our medical services, particularly immunization services.

  • Campus health should offer extended hours during finals, since it can be stressful on students.

THREATS​

  • Due to being located near other health systems and health organizations, there is a threat of competition.

  • There are too many budget

  • constrictions, thus affecting how many services the org can provide.

  • There is a chance that the students to provider ratio is low, thus increasing the wait times.

  • Policy changes could restrict the services provided to students. 

Economic factor 

The economic environment can significantly impact my marketing plan by pulling funds from my organization. Given that the university has just gone through a major change, there are changes being made on where certain funds will be allocated. If there isn’t enough money or resources, the clinic could suffer and further restrict the services being provided. Worse, the clinic would not be able to take on the new service of a contraceptive vending machine in their building. 

FUNDS AFTER THE SPLIT...

INDIANA REPRODUCTIVE RIGHTS REGULATION

Regulatory factor 

Another environmental force that could negatively impact the clinic is changes in laws and regulations. With Roe v. Wade being overturned, and the state’s decision to revoke reproductive health rights, it will be hard to implement this new service and still be in bounds with the law. With policies changing every now and then, it is important for us to keep up with them to see how it will affect our ability to implement this new service at Campus Health.

Competitive Analysis

With Timely Care being a competitor to campus health, it is important to analyze how it
could affect our services. Some of the strengths of Timely Care are accessibility, a mental
health focus and convenience. Because it is virtual, Timely Care is accessible to students
24/7 unlike campus health. There is also mental health services being provided via
timely care, which is in high demand for students. Lastly, timely care is just more
convenient to students because they can access it from anywhere and tailor it to their
schedule. However, with every strength also comes a weakness.

Since timely care is virtual, there is no physical presence, so students won’t get that one on one in person exams or treatments. There is also no way for them to be treated for anything that requires a physical exam or tests. Timely Care’s advantage lies in its convenience and accessibility, making it an appealing choice for students who need quick, virtual care. However, it lacks the extensive, hands-on services that traditional university health centers such as campus health offer. 

An example of physical relationship that lacks in timely care

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Their strong focus on mental health services is also a major advantage, especially as awareness of student mental health increases. However, IU Campus Health can differentiate itself through its on-campus, in-person care and diverse range of services, including wellness checks and preventative care

A sample video of the services campus health offers

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