Abbey Rumschlag
Fall 2024
Womens health services
The Indiana University Indianapolis Health Clinic’s Women’s Health Service is a safe, local, and affordable way for ladies on campus to take action for their health, from a wide variety of services that can be difficult for ladies to obtain. The clinic provides a judgment-free environment to promote women's sexual health, right in Indiana University Indianapolis’ very own Health Clinic.
The health care service of women’s health offered at the Indiana University Health Clinic is a unique service provided to women on campus at an economically just price. The health clinic markets towards college-age ladies in network of most insurances and if your insurance is not in network the prices for these services are at a lower rate than of a private practice or hospital. The clinic is able to keep afloat in the competitive market due to this service. Which is mainly the only one around campus and has the availability to market its services within the college, dorms, and surrounding areas.
We surveyed 3 college-age girls. These girls ranged from 20-25, all of different majors with only one being in a health-related field of study. These girls were all from different parts of Indiana and were raised in Christian households. All of the girls were unaware of the women’s health services in the university clinic.
All of the girls when initially asked if they would be seen for a women’s health service none of them mentioned being seen on campus for their prompted issue that was given them in the interview question. Out of all three girls, only 1 has had the women’s health issue prompted with. Therefore, the answers vary decently on that answer. None of the girls had heard that the clinic at the university was offering women’s health services. After learning of the services only one of the three girls seemed confident that they would use the clinic for those services if the need arose.
My target market is young adult/adult women who attend Indiana University Indianapolis campus. Since my service is located on campus I believe that it would be easier to target girls attending the school. Their family being not having kids yet. Since the health clinic offers a lot of preventive options I think I want to lean more into girls who are avoiding starting a family at the moment. With any socioeconomic standing, since the clinic contracts with most insurances it would be nice if they had insurance but if they do not the clinic offers services at a lower price than private practice offices would. With psychographics of someone in need of services including UTI treatment, STD testing, pregnancy testing, ultrasounds, and many more.
With all this said I believe I am targeting younger college age girls who are more into the party scene. Along with this I want to include girls who are turning 21 and have not had a PAP smear yet and are nervous about where to go for services like that. My overall goal is to market the clinic’s women’s health services as a non-threatening option that is convenient and easy for ladies to obtain.
Find more information on IU Indianapolis health services:
IU Indianapolis campus health services offer immunizations - a service that may be promoted with the use of a marketing plan.
CAPS (Counseling and Psychological Services) at IU Indianapolis provide mental health support for students online and in-person.
The Social Media Plan
I want to market the Clinic at IUI specifically the women’s health services they offer, I would like to reach at least 10 IUI girls a day for a month. I also want to advertise the services we offer through short videos, posting around 1 video a week for a month. After the month for both of these plans, I will evaluate and see what I need to change on my social media pages.
Budget
Monthly Cost - $550
Specific Allocation - $200- posters around campus, $50- exam giveaways, $200- Facebook and Instagram marketing
Total year cost - $6,600​​​​
The Indiana University Indianapolis Health Clinic’s Women’s Health Service is a safe, local, and affordable way for ladies on campus to take action for their health, from a wide variety of services that can be difficult for ladies to obtain. The clinic provides a judgment-free environment to promote women's sexual health, right in Indiana University Indianapolis’ very own Health Clinic. Â
We want the clinic to provide women's health services to an average of 30 women per month for a year.
Strategy: Improve patient experience.
Tactics: Get involved at school events where the clinic can promote women’s health services. As well as posting on the school's social media about the availability of the women’s health services.
We want to boost branding by running ads on campus for a year and then evaluate if that has helped the business.
Strategy: Advertise more on campus.
Tactics: Advertise in women’s restrooms and dorms for a year and have pamphlets to pass out in the clinic for a month.
We want to optimize the patient experience so that wait times stay and remain low as well as keep booking times adequate
Strategy: Have adequate staffing for procedures performed.
Tactics: Making sure the clinic has the correct amount of staff as well as encouraging self service chats were patients who have simple needs can be taken care of remotely.