Emma Gray
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
Strengths
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We offer affordable mental health services.
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We offer both group and individual therapy services as well as psychiatric services.
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Counseling services are very specific to a patient’s needs.
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Targeted to IUI students
Weaknesses
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Poor marketing strategies
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Poor stigma around therapy and mental health services in general
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Hard to make an appointment.
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Possible need for more staffing to accommodate the needs of students.
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Opportunities
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Increase in IUI enrollment.
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High demand for mental health services
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New hire opportunities- can target new grads.
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We can continue to offer affordable mental health services.
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Opportunities to improve marketing via Newsletters, flyers, etc.
Threats
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Dependent only on students attending IUI.
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Competition with other companies that offer mental health services.
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Stigma around mental health services could deter students from using CAPS.
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Competitors may have more employees, therefore able to offer more services.
SWOT
Environmental Factor #1
One significant environmental factor that influences the marketing plan for Counseling and Psychological Services (CAPS) is technological forces. CAPS has developed a user-friendly website that facilitates easy access to its services. In today's tech-driven world, this is a valuable asset. The website features options for making appointments, accessing self-help resources, and learning about the services CAPS offers.
Additionally, technology enhances the therapeutic experience by allowing for virtual therapy sessions. This flexibility is particularly beneficial for students with busy schedules, making it easier for them to engage in therapy without the constraints of in-person visits. Overall, leveraging technology in these ways strengthens CAPS's ability to connect with students and meet their mental health needs.
Environmental Factor #1
Environmental Factor #2
Environmental Factor #2
Another significant environmental factor that could influence the marketing plan for Counseling and Psychological Services (CAPS) is social factors. According to research, the way consumers perceive themselves and make decisions is profoundly influenced by social trends (Klein, 2021). Identity in context of consumer behavior is often shaped by the societal norms and values that are prevalent during that period. This is relevant to my specific marketing plan for CAPS because in our society, there has always been a stigma around mental health. Studies have shown that the stigma toward people with depression has dropped significantly, but stigma levels toward other mental illnesses remained the same and, in some cases, have increased (Henderson, 2021). While stigma has dropped significantly, it is evident that it is still very much relevant. Destigmatizing mental health illnesses will have a positive impact for individuals struggling to reach out for help. Thus, creating conversations around mental health struggles can positively affect my marketing strategy. On the flip side, avoiding these hard conversations will make it more difficult to market CAPS. Overall, social factors can both negatively and positively affect my marketing plan for CAPS.
Competitive Analysis
​A competitor to Counseling and Psychology Services (CAPS) would be any other mental health services offered by different companies outside of Indiana University Indianapolis. One specific organization is Better Help. This is a well-known online therapy service. Better Help markets that they offer “professional, affordable, and personalized therapy in a convenient online format (Better Help, n.d.).”
One strength this organization embodies is the foundation of removing traditional barriers to therapy and making mental health more accessible to everyone. Better Help is widely known and promoted.
VS
CAPS
One weakness of Better Help is the costs. Although Better Help is marketed as an affordable therapy service, costs range from $70-$100 each week. When compared to CAPS, that is significantly more expensive. CAPS pricing includes 6 free counseling sessions and every individual therapy session after that is $10. Better Help is more of an advantage with their marketing budget. I listen to a lot of podcasts, and it seems like every podcast is sponsored by Better Help. This organization is more well-known and possibly less dauting because it is all online and an organization separate from the school.