Sarah Trout
Fall 2024
Background
Here, you'll find both the mission statement and a situational analysis of the subject of this marketing plan. Both artifacts frame the direction of this project, serving as useful background information to the final marketing plan.
At IU Health Connect, our mission is to make sure every student at Indiana University Indianapolis has access to reliable and affordable transportation for their healthcare needs. We aim to bridge the gap between students and essential medical and mental health services, helping to create a healthier and more successful academic community. By offering safe and convenient transportation options, we support our students' well-being and academic success, empowering them to thrive both in and out of the classroom.
Economic factors, like students' disposable income and fluctuating fuel prices, can influence both the demand for and the operational costs of transportation services. Social factors, such as the increasing awareness of mental health issues and the diverse student population, underscore the need for reliable transportation options. Competitively, Lyft stands out with its convenient and flexible ride-sharing services, which prioritize safety and user experience. To set itself apart, IU Health Connect should emphasize its unique focus on healthcare transportation, build partnerships with healthcare providers and the Health and Wellness Program at IU Indianapolis, and maintain affordability. By understanding these economic and social factors, as well as the competitive landscape, IU Health Connect can create a targeted marketing plan that supports the health and academic success of students at Indiana University Indianapolis.
