Lilly Hines
Fall 2024
Situational Analysis
Through this Situational Analysis, the topics of internal and external factors, economic environment, social environment, and a competitive analysis will be examined to determine the best plan of marketing to bring in new customers and spread awareness of the clinic. ​​
SWOT
Here you'll find a four-cell chart containing internal and external factors related to the Student Outreach Clinic.
The Economic Environment
The Student Outreach Clinic is reliant on not only public donations to remain function, as well as the free labor provided by interdisciplinary teams that they may be receiving clinical time for, or truly free labor just to help the community and those in need. With that in mind, if there is a lull in donor income there is a lull in providing free care services. As highlighted by Berkowitz, healthcare expenditures per capita have dramatically increased over the past 60 years and it leaves me questioning the longevity available for this market based on spending and their limited available funding (Berkowitz, 2022, pg. 115). Furthermore, if there aren't personnel available to provide the care, the care will not be provided. While most days are well staffed, depending on the number of clients coming in, there could be a lot of stress on limited staff to get the care provided.
Berkowitz, E. N. (2022). Essentials of Health Care Marketing. Jones & Bartlett Learning.
The Economic Environment
The Social Environment
The Social Environment
In regard to the internal social environment of the SOC, for the marketing plan to run smoothly, there needs to be a shared set of beliefs among the volunteers to ensure they are working towards a shared outcome for the community they're serving. When discussing external social environmental factors, the Indianaoplis community has a wide range of cultural beliefs and standards for individual care. To be aware and acknowledge those beliefs while respecting the client and their autonomy/beliefs is such an important task and responsibility. One unique status of the central Indiana population is it large population. Berkowitz illustrates the increasing age of the United States, Indiana included. With that in mind this demographic required on average more primary prevention and primary care than other demographics (Berkowitz, 2022, pg. 132). We must remain engaged and care for the unique social construct to ensure we are providing what we are marketing.
Berkowitz, E. N. (2022). Essentials of Health Care Marketing. Jones & Bartlett Learning.
Competitive Analysis
A similar competing clinic is the Heart and Soul Clinic. The clinic advertises itself as a free “health clinic” for those who are uninsured or underinsured for those in Hamilton County and the central Indiana area. They offer primary preventative services, although from their websites lists of services it does not appear they offer secondary preventative care. The clinic is also solely operated with volunteer time and public/private donations. One point they make very apparent in their vision statement is they are a religious affiliated clinic. In review of their schedule, they only offer certain services on certain days. The competitor holds similar strengths in regard to having a good relationship with the community and past clients, as highlighted in reviews left from clients on the website. They also have the strength of being open many days throughout the month, although a weakness of only providing certain services on select days. While reviewing their clinic I also came across weaknesses- those being offering a limited set of services that don't extend past primary prevention healthcare, and like the SOC, they are limited on the time volunteers are willing to give and funding solely from donors. They hold a similar competitive advantage in providing free care, although nothing of much else sticks out as.