Maddie Rowley
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 Analysis
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-could be better, more complex apps available with more features
-only within the university
-limited audience within the university
-need a means of advertisement to market the app to the university
-only university app that provides what this app does
-easily accessible and user friendly
-very versatile since you can have your records as well as physician records and appointment availability
-offered to different groups of people in the university including students and staff
-can eventually expand to a website as well
-can also expand to different campuses
-eventually offer more services and resources on the app/website
-the app could become more popular during flu season since the app will likely be utilized more to schedule vaccination appointments
-other apps or websites that offer the same features and information
-constant upkeep on the app and making sure it is working smoothly always
-making sure HIPAA guidelines are followed
-keep up to date with new laws and policies (both governmental and university) regarding all things health
Environmental Factor #1
The app I want to advertise requires the use of a phone and being able to navigate through a new app. This would require users to be sort of tech savvy and know how to be able to download the app then use the app to schedule appointments and keep up on health information in the app, for example. An additional technological problem is that there are always issues with technology so this is also a negative environmental factor. Technology is also always growing so having an app will cause it to be ever changing and updating to keep up with the market.
Technological
Social
Environmental Factor #2
Technological: The app I want to advertise requires the use of a phone and being able to navigate through a new app. This would require users to be sort of tech savvy and know how to be able to download the app then use the app to schedule appointments and keep up on health information in the app, for example. An additional technological problem is that there are always issues with technology so this is also a negative environmental factor. Technology is also always growing so having an app will cause it to be ever changing and updating to keep up with the market.
Competitive Analysis
I think MyChart can be a competitor to this app in certain aspects. MyChart should have all or most of the patient’s information in their account and could have more options and resources than the campus health app. My Chart is also very universal regardless of what physician’s office or hospital you go to. MyChart has options to schedule appointments, message your provider, look at previous visits and test results, a list of medications, billing summary, and many more features. There is an option on MyChart that shows linked accounts such as Powers Health and CVS MinuteClinic, for example. This could be a place where the university app could appear in the future and be on MyChart. Previous appointments and health data can be saved and used in the future post graduation from the university or other similar instances where you no longer attend the university.
