Christina Naing
Fall 2024
Situational Assessment
Below you'll find links to along with descriptions of the different sections you'll encounter in this semester-long health care marketing project.​​
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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
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Established reputation of CAPS within the university
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Experienced and trained staff to oversee the program.
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Strong support from the university administration.
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Comprehensive training modules for peer supporters.
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Increasing awareness and demand for mental health resources.
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Potential for collaboration with other university departments.
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Expansion of the program to other campuses or online platforms.
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Positive impact on the university's reputation and student retention.
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Limited initial funding for the new program.
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Potential stigma around mental health may deter participation.
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Limited awareness among students about the new program.
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Dependence on student volunteers who may have varying commitment levels.
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Competition from other mental health services on and off campus.
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Changes in university policies or funding
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Potential burnout among peer supporters.
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Fluctuating student interest and engagement levels.
Positive Impact: A strong economy can mean more money for mental health programs. This can help CAPS get more program development, marketing, and training resources. Students are more likely to participate when the economy is stable because they may put their mental health first.
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Negative Impact: When the economy is bad, university budgets may get tight, which may decrease funding for programs. CAPS must be ready to change and look for new ways to get money. Furthermore, students' financial worries might make them less likely to help their peers.
Positive Impact: Technology makes new ways of helping people with mental health possible. For peer training, online support groups, and chatbots, CAPS can use virtual platforms. Technology also makes it easier to collect data and evaluate programs, which helps us improve how we do things.
Negative Impact: Relying too much on technology could make it harder to connect with real people. It's important to find a balance between online and real-life interactions. Also, making sure that all students can access technology is very important.
Competitive Analysis
Timely Care is one of the best virtual health and well-being services for students. It provides various services 24 hours a day, seven days a week, including medical care, mental health counseling, and well-being coaching. Their strengths are having a network of providers that is diverse and sensitive to different cultures, having technology that works well with Learning Management Systems (LMS) and Electronic Health Records (EHR), and being able to offer fair, on-demand care. They do, however, have challenges, such as relying too much on technology, possible accessibility issues, the idea that virtual interactions are impersonal, and high implementation costs. Timely Care has an edge over its competitors because it can meet the specific needs of a wide range of students. This makes them a leader in virtual student health services.
