Campus Health and Wellness program
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
Strength:
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Offer to diverse people
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Flexibility to be in person or online
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Variety activities such as Yoga, pilates, and etc
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Not only providing mental health but physical
Weakness
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Difficulty spreading our program to students
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Limited budget for program
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Limited awareness of mental health resources
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Low participation rates
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Opportunities
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Growing awareness for mental health
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More opportunity for online wellness and support
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Possibly more funds for the program
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Building a strong community
Threats
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Competition from other programs
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Public opinion on mental health
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Low rates of involvement among students in wellness programs
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Lack of technology or internet can limit students' participation in online wellness
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activities and digital mental health resources.
*Include your chart here! Either replace the image to the left with your chart, or add the chart to this page another way -- There are many ways to include your chart! Visit the "ePortfolio Support For You" page for more information*
SWOT
Social Factors
The social factors surrounding mental health play a significant role in shaping the success of our wellness program. On the positive side, effective marketing can help raise awareness about mental health issues, leading to an increase in interest and participation in the program. As more people become educated about mental health, the program could attract a larger audience.
However, there are challenges related to societal perceptions of mental health. In many households, mental health is not given the attention it deserves, and there is a stigma around acknowledging mental health problems. Even if students are interested in seeking help, the fear of being judged or labeled due to these stereotypes may prevent them from reaching out or attending the wellness program. Addressing this stigma through education and awareness is crucial for increasing participation.
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Economic Factors
Economic factors present both challenges and opportunities for the wellness program. One potential issue is the university’s budget. If the funding allocated to wellness initiatives is limited, it may hinder the program’s ability to expand or enhance its services.
On the positive side, if the university recognizes the importance of student mental health, there is a chance that it will prioritize funding for wellness programs. Increased funding can support improved activities, resources, and marketing efforts, which would help attract more students to the program. Securing additional financial support can ultimately strengthen the program and ensure its success.
Competitive Analysis
There are many mental health resources out there, while our campus health and wellness program offers many services other programs may offer even better. One strong competition is Betterhelp, they are an online therapy program platform that has become popular among students.To improve my program, understanding competitors is key, analyzing their strengths, weaknesses, and strategies helps identify gaps and areas where we can stand out.
BetterHelp is a widely recognized online therapy platform that enhances accessibility for individuals seeking support. It caters to those who may experience anxiety or face challenges attending in-person sessions for various reasons, allowing them to connect with therapists from the comfort of their own space. With a network of over 30,000 licensed therapists, finding the right match becomes easier, ensuring a personalized and effective experience.
Not only do they differentiate themselves by being an accessible online program but they also donate to others such as during natural disasters and crises around the world, BetterHelp offers resources and provides free mental health care and support to affected individuals and communities. They also have 100 non-profit organizations to donate free therapy to many under-resourced communities. As mentioned before Their strength allows students access to therapy from the comfort of their own home which makes it more accessible for people to get help. This could also be a weakness for them, some students may prefer face to face therapy which Betterhelp doesn’t offer. The service quality also may not be as good as it would be in person and some individuals may lack access to the technology needed for online therapy.
Accessible, convenient, and personalized—online therapy helps students take care of their mental health anytime, anywhere.
Online therapy offers students a flexible and accessible way to prioritize their mental health from the comfort of their own space.
Betterhelp’s competitive advantage is that since there are many therapists it’s easy to network. Their flexible scheduling options make it more convenient for students to access therapy. Additionally, their reputation as a free online therapy service encourages students to choose BetterHelp. Positive reviews and collaborations with celebrities further improve their marketing. They also offer a scholarship program that provides $10,000 to ten college students studying psychology or related fields, it also strengthens their brand image in the mental health community.