Abbey Rumschlag
Fall 2024
Situational Analysis
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 ability to market its services within the college, dorms, and surrounding areas.
SWOT
Strengths= only service like this on campus, close to target audience, and affordable
Weakness= Does not accept all insurance, needs to be advertised to target audience, and only on IUI campus
Opportunities= In Downtown Indy so has opportunities to help more than just college women
Threats= Women may be scared to be seen for these services
Environmental Factor 1
If all students would end up going home and not being on campus for an extended amount of time like in 2020. The marketing team would remove the signs from ladies dorms and common areas and focus that money to social media marketing where more can see it.
Students sent home
Competitive Analysis
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.
After gathering this information the conclusion was made that this service needs to be marketed in places where college-age girls on campus will see it, dormitories, common areas, gathering spaces. Along with that, we aim to find a way to market the service in a way that will make girls think of it as more of a reliable and trustworthy option than traveling back to their hometown or going to a stat care.
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 given to them in the interview question. Out of all three girls, only 1 has had the women’s health issue prompted. 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.
