Macie Brock
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
Here you'll find a four-cell chart containing internal and external factors related to the selected health care organization.
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Strengths
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Confidentiality of services: Students may feel more comfortable utilizing the services knowing their privacy is protected.
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Support from health professionals: On-campus health professionals can provide credibility and expertise to the program.
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Student health awareness: Increasing awareness of health issues, including sexual health, among younger generations.
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Convenient location: On-campus availability makes the services easily accessible to students without needing to go off-campus.
Weaknesses
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Stigma around sexual health: Despite the importance of sexual health, the topic may make some students uncomfortable.
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Limited engagement: Students might not prioritize sexual health due to busy academic schedules or perceived irrelevance.
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Communication barriers: Students may not fully understand the importance of sexual health or the services offered.
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Overcrowded messaging: Competing with other health initiatives on campus (e.g., mental health, fitness) can dilute the message.
Opportunities
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Rising focus on mental and physical health: Increasing societal awareness of holistic well-being, especially among younger generations, could make students more receptive to discussions about sexual health.
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Partnerships with student organizations: Collaborating with campus groups (e.g., LGBTQ+ organizations, fraternities/sororities) can help reach specific populations.
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Use of social media platforms: Leveraging social media can engage students where they spend most of their time.
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Events and campaigns: Hosting sexual health awareness events or themed health weeks to increase visibility and reduce stigma
Threats
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Cultural/religious sensitivity: Some students may come from backgrounds that view discussing or participating in sexual health initiatives as taboo.
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Competition with off-campus services: Students may prefer local clinics or more established health services for privacy or convenience reasons.
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Negative perceptions: Misunderstandings or misconceptions about sexual health screenings could lead to a lack of engagement.
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Shifts in university policy: Changes in university health funding or regulations could limit the scope or accessibility of services offered.
Technological
The rise of digital health tools and platforms plays a critical role in how students access information and healthcare services. Many university health centers now offer online appointment booking, virtual consultations, and digital health records, making services more convenient and accessible for students. Incorporating these technologies into my marketing plans, such as using mobile apps or campus health portals, would increase student engagement and ease of access to the free screenings. However, if students are unaware of or
uncomfortable with using these technologies, participation could be limited. Additionally,
leveraging social media and digital marketing tools can be a key strength, and would allow me to reach a larger audience through platforms where students spend their time.
Technological
Social
Social
Social attitudes and stigma surrounding sexual health can either hinder or help the success of my marketing plan. On one hand, students may be hesitant to engage with sexual health services due to fear of judgment, cultural sensitivity, or personal discomfort, which could create barriers to participation. On the other hand, there is a growing movement among younger generations to openly discuss health, including sexual health, which could work in our favor. Tailoring my campaign to foster a supportive, non-judgmental atmosphere and utilizing peer education or influencer campaigns could help reduce stigma and encourage more students to access the screenings.
Competitive Analysis
A competitor to the Health and Wellness Promotion initiative could be Planned Parenthood, which offers comprehensive sexual health services, including HIV/STD testing and pregnancy testing, much like what we are promoting here on campus. Planned Parenthood is well-known for providing accessible and affordable sexual and reproductive health services to individuals, including students. They position themselves as advocates for sexual health rights, offering non-judgmental and confidential services. Their wide recognition as a national healthcare provider gives them a competitive edge in terms of brand trust and public awareness. Planned Parenthood offers a broader range of services compared to a university health center, including birth control, cancer screenings, abortion services, gender-affirming care, and general healthcare in addition to sexual health screenings. They also offer virtual telehealth services, which may appeal to students seeking convenience or privacy.
Add photos or videos relevant to your project and caption them to provide context for your reader.
While Planned Parenthood offers affordable services, students may still need to pay out-of-pocket or rely on insurance, making the free services provided by the campus program more appealing to those without coverage. Additionally, despite Planned Parenthood's mission to provide non-judgmental care, some individuals may associate the organization with controversy due to its provision of abortion services, which could deter students from seeking care there. Location can also be a limiting factor, whereas on-campus services offer the convenience of immediate access.
Planned Parenthood’s competitive advantage lies in its comprehensive range of services, national presence, and established reputation for privacy and advocacy. However, our campus program can capitalize on the perceived advantage of being free, easily accessible, and directly available on-campus, while also promoting a non-judgmental and confidential environment that can address students’ needs locally. Additionally, emphasizing campus-centric programming and tailored outreach can position our program as more in touch with the specific needs of the student body.
Clinics like Planned Parenthood offer similar resources to students in need.