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.

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

Environmental Factor #1

1. Social Factors

Busy Schedules: Many students have packed schedules, which could limit participation in wellness activities.
Social Stigma: Some students may feel uncomfortable seeking help or participating in wellness programs due to concerns about stigma around wellness or mental health support.

Social Factors

Technolgy
Factors

Environmental Factor #2

2. Technological Factors

Mobile App Accessibility: Technological advancements make wellness more accessible, like using mobile apps for fitness classes, health tracking, and nutrition tips, enhancing convenience.
Reliability of Internet Access: Dependence on reliable internet and technology skills can be a barrier, as not all students may have consistent access or feel confident using digital wellness tools.

Competitive Analysis

TimelyCare is a virtual health service for college students that offers 24/7 access to
medical advice, mental health support, and wellness resources. Its biggest strength is
the convenience of accessing services anytime and from anywhere, which fits well with
students' busy lives. It also works with universities to customize its services. However,
TimelyCare has some weaknesses, such as less personal interaction compared to in-
person visits and potential technical issues like needing reliable internet and tech skills.
While TimelyCare’s around-the-clock service is a strong advantage, these limitations
show where our wellness program could stand out by providing more personal and
accessible support.