Abbey Qualtier
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
Strengths:
-Located in a large student populated area with services tailored to students.
-Research from clinic can be used in university studies.
-Offers most medical services.
-Free care and access for all students.
Weaknesses:
- Not delivering care on weekends.
- Long wait times due to heavy population and first come first served basis.
- Losing patients in other demographics than students
- Limited resources due to funding and resource allocation.
Opportunities:
- Can market healthcare to many students in the area through areas on campus.
- One of few free clinics for students in the area.
- Could provide Narcan to patients or students and improve overdose rates.
- Can collaborate with university for research.
Threats:
- Public hospitals in proximity to the clinic can be competitive.
- Limited resources may be given to hospitals before clinic.
- Staffing could be affected due to benefits being greater at a larger organization.
- Policies could change affecting the clinics and public funding.
Environmental Factor #1
One factor that I believe can affect the Campus Health clinic and make delivering immunizations difficult is the economic factor. If the economy is in bad condition, the funding and donations for a free clinic will not be plentiful. This could limit the number of vaccines the clinic is able to give out, or even diminish funding for marketing and promotion the free immunizations. On the other hand, if the economy is low, this can drive partnerships and collaborations with larger clinics or organizations which can be beneficial to the clinic.
Economic Factors
Technological Factors
Environmental Factor #2
Another factor I believe can affect the Campus Health clinic and be beneficial to delivering immunizations is the technological factor. Because telehealth and online appointment making is a large aspect of the Campus Health clinic, it allows patients to easily make appointments, improve scheduling issues, and increase the number of vaccines administered. Websites, mobile apps that are in place also allow for easy advertising and promotion of vaccines
Competitive Analysis
A competitor to the Campus Health clinic that I researched is the Near West Free Clinic. A strength this clinic possesses is that they are located close to the central part of Indianapolis and can serve a heavily populated area. The clinic is also located in a church, providing service from there, they receive a lot of donations and materials. A weakness I found while researching this clinic is that they only deliver care and operate for a short window of time, one day a week on the weekend, limiting access to patients. A competitive advantage of this clinic is that they are faith-based and focused on holistic care, which could make them favorable to some involved in spirituality and religion.