Sarah Trout
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
SWOT
Economic Factor
Impact:
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Positive Impact: If the economy is strong, students and their families may have more disposable income, making them more likely to use additional services like IU Health Connect. This could lead to higher adoption rates and increased revenue.
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Negative Impact: Conversely, during economic downturns, students may prioritize essential expenses over additional services. This could result in lower usage and retention rates, affecting the overall success of the marketing plan.
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Environmental Forces
Factor #1
Environmental Forces #2
Technological Factor
Impact
Positive Impact: When new technologies emerge, they can really boost marketing efforts. Social media and analytics tools have made it easier to reach and engage with specific audiences. This can lead IU Health Connect to more successful campaigns.
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Negative Impact: If IU Health Connect doesn't keep up with the latest tech, its marketing might fall behind. Competitors who use the newest tools can get ahead, and catching up can be expensive.
Competitive Analysis
The healthcare transportation market in the U.S. is booming, with expectations to hit USD 30.56 billion by 2033. This surge is largely due to the growing need for non-emergency medical transportation, especially among students who don't have their own vehicles.
One notable competitor is TimelyCare, a virtual health and well-being platform tailored for college students. TimelyCare offers 24/7 access to mental health support, scheduled counseling, health coaching, and self-care content. Its strengths include round-the-clock virtual care, no need for insurance, a diverse provider network, and strong ties with campus resources. However, it only offers virtual services, which might not cover all transportation needs for in-person appointments, and it relies on internet access and digital know-how. TimelyCare's edge is its ability to provide immediate, convenient virtual support.
BeLoved Transportation Inc. is another competitor, offering non-emergency medical transportation, including services for students with special needs and those experiencing homelessness. They have reliable drivers, a broad service area covering Bloomington and Indianapolis, and accept various payment methods, including Medicaid. Their main challenge is limited brand recognition compared to bigger players. Their advantage lies in their specialized services for vulnerable populations.
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.
IU Health Connect stands out with its partnership with the IU Health and Wellness Program, ensuring that transportation services are seamlessly integrated with existing health resources. They plan to attract and retain customers through targeted promotions and loyalty programs. Their on-campus presence, through events, social media, and partnerships with student organizations, will boost visibility and engagement. By addressing both mental and physical health transportation needs, IU Health Connect aims to comprehensively support student well-being.
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Our marketing strategies include distributing information at health centers, dormitories, and student unions, leveraging social media, collaborating with student organizations, and building a strong online presence targeting both students and their families. The main challenges are competing with established transportation services and maintaining consistent quality and reliability.