Milayi Chai
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
SWOT
Here you'll find a four-cell chart containing internal and external factors related to the selected health care organization.
Environmental Factor #1
Technological Impact: Innovative technology, like teletherapy and health apps, is changing how mental health care is given. CAPS can use these tools to offer online counseling, which many students like because it easily fits into their schedules. This could help CAPS reach more students who want to use remote services. However, adding these technologies might cost more money and require staff training, which could be tough for CAPS since their budget is limited.
Technological Impact
Social Impact
Environmental Factor #2
Social Impact: More people are talking about mental health and accepting that it is important. This helps CAPS because more students are seeking support. It gives CAPS the chance to show that their services are easy to use and caring. But, in some communities, there may still be some stigma, which could stop some students from asking for help. CAPS will need to create messages that show how private and helpful their services are.
Competitive Analysis
BetterHelp, an online therapy platform, competes significantly to IU Indianapolis’s Counseling and Psychological Services (CAPS). Unlike CAPS, which primarily serves the student body, BetterHelp is accessible to anyone across the globe, providing around-the-clock access to licensed therapists. One key difference in positioning is that CAPS is focused on the needs of students at IU, offering tailored services on campus. At the same time, BetterHelp’s approach is much broader, offering virtual mental health services to a wider demographic. BetterHelp’s convenience and flexibility are among its key differentiators, allowing users to access therapy via text, phone, or video, which contrasts with CAPS’s more traditional, in-person services. When it comes to the range of services provided by BetterHelp in terms of health support, like anxiety and depression, they offer users a selection of licensed therapists to choose from. Users also have the option to switch therapists as needed giving them flexibility that CAPs may lack due to its audience focus. Nevertheless, CAPs maintain its commitment to assisting college students with stress and personal issues through services, like group therapy and wellness programs.
BetterHelp stands out due to the advantages it possesses over others in the field of therapy services. To begin with its extensive range of therapists provides users with a plethora of choices to select a professional that aligns best with their requirements. Additionally, the flexibility of scheduling therapy sessions at one’s convenience and from any location is a benefit for individuals juggling hectic schedules. Lastly the feature of user anonymity offered by BetterHelp enhances accessibility to therapy for those who may feel uneasy about face-to face counseling sessions. CAPs, however, excels in providing care centered on students at little to zero expense, for students establishes a feeling of community assistance that BetterHelp's unable to imitate.
While BetterHelp has its advantages and strengths to offer users in need of support services online, it also has some drawbacks that should be considered. For example, the cost of using BetterHelp is a concern as it involves a paid subscription model compared to CAPS and their free or low-cost options, for students. Additionally, BetterHelp lacks the option for in person therapy sessions which could be a downside for individuals who prefer face to face interactions. Moreover, BetterHelp may not be the choice for crisis situations, considering that CAPs might be better equipped to provide immediate emergency assistance when needed. BetterHelp distinguishes itself with its service approach and diverse therapist selection when it comes to gaining an edge in the market landscape. On the hand CAPS holds an advantage by being seamlessly integrated within the university system offering cost effective services and campus centric mental health assistance customized to cater to student’s individual needs and experiences. Both platforms provide tools and support; however, their suitability varies depending on the user’s requirements, for flexibility, cost effectiveness and the type of service offered.