Shannon Bola
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
Students in this course use real university health organizations to create an informed marketing plan over the duration of a semester
Regulatory Factors
A positive impact the regulatory factor could have is that it is an Indiana law for students to receive certain vaccinations to attend school. I believe that campus health could use this information to obtain those vaccinations at an opportunity to help the students who haven’t received those vaccines. Campus Health could position itself as a convent for students who are unsure of the correct course of action and could simplify this process for them. Marketing could assure students that this is a simple process and will not take up much time in their busy schedules. A negative impact is that with stricter guidelines have been implemented on vaccination storage and distribution. This could affect the ability to provide timely services for students about to start school. This could affect our marketing plan by informing students about changes in these regulations and reassuring them that Campus Health is in full compliance.
Regulatory Factors
Social Factors
Social Factors
For the social factor, a positive impact could be that students remember the COVID-19 pandemic and they do not want to go back to those times. In a marketing aspect we could target international students who may not have received these vaccines in their home country. By targeting international students' campus health is implementing trust within the student who is new to the country. A negative impact that social has is vaccination hesitation. Many people have grown up and not received vaccines for multiple reasons. This has a negative effect on marketing by having to counter misinformation that has been spread to these students. Doing collaborations with well-known figures in the Indianapolis community could help make this problem more manageable.
Competitive Analysis
An organization that is competitive to Campus Health would be CVS minute Clinic. CVS can position itself different from Campus Health by having convenient locations, extended hours, and walk-ins. CVS minute clinic has 1,100 locations across the US making it much easier for students living on and off campus to go there. By having extended hours, it allows students who are not able to attend Campus health at a reasonable time to go to these minute clinics that are open later. Lastly, by allowing walk-ins this allows for students to just show up to minute clinics whenever they have the opportunity outside of school. It also allows for last second checkups or vaccinations a student has forgotten about. Within the scope of the immunization program, CVS minute clinic offers a variety of different vaccines that range from COVID-19 to Polio. This wide range allows for a variety of different patients that can receive care in a quick manner. CVS minute clinic also provides services such as general health, virtual care and wellness screenings.
While IU Indy also provides these services, Campus health does not contain such services, which prohibits students from receiving multiple different types of care in one setting instead of having to see 2 or 3 physicians. This can save students a lot of time to focus on their other needs. One strength that CVS has is accessibility; by having numerous locations and extended hours, CVS makes it a practical place to go for healthcare needs by allowing students with odd schedules to make appointments or allow walk ins to receive quick medical care. Another strength they have is by being affordable. By being transparent in their prices people can determine whether they can afford to use the minute clinic or not. A weakness CVS has is limited personalization, minute clinics perform services that are not tailored to students who are suffering from mental health or nutritional help. This reduces a significant number of people who would think about receiving care. Another weakness CVS minute clinics have is that there are no personal connections. When using a minute clinic, it can seem to be a simple transaction between the physician and patient. This can lead to uncomfortable interactions and make students feel weird about getting a vaccine or other medical care.
Add photos or videos relevant to your project and caption them to provide context for your reader.
Add photos or videos relevant to your project and caption them to provide context for your reader.
A competitive advantage that CVS has is they are convenient and accessibly to many people and students living in Indianapolis. This allows for them to see hundreds of people daily providing hundreds of different services Campus Health cannot. Another advantage CVS has is they are a trusted brand for medicine and pharmaceuticals, this could lead patients to seek a more trusted brand over a school clinic such as Campus Health.