MiTalk- University of Michigan Mental Health
I submitted a project proposal stating otherwise last week... but after meeting with Todd Sevig, Ph.D., the Director of Counseling and Psychological Services (CAPS) it looks like my project will be focusing on the promotion of MiTalk.org. MiTalk is a website which was developed by CAPS and released last year to all three of the UofM campuses.
1. Business Objectives:
Fundamental Entity: Counseling and Psychological Services -MiTalk.org
Is it better to discuss MiTalk as the fundamental entity rather than CAPS? MiTalk is a comprehensive mental health wellness tool which isn't entirely separate from the services of CAPS. If MiTalk is the FE, that may change the CC to "skill @ online mental health services".
Core Competence: Skill @ mental health services and outreach.
Strategic Assets: Counselors, Mental health expertise
Benefit: Assisting U of M students attain a community of wellness.
Goal: Increase # of Students using MiTalk from each of the UofM campuses 15% by the end of the 2010-2011 academic year.
-Is this a reasonable goal? Too low, or high?
2. Strategic Quadrant:
Category Definition: CAPS is in the business of campus mental wellness, they are the leader on UofM campus, though other competitors in outreach include The Depression Center (not just for UofM pop), and UHS.
Customer Definition: University of Michigan students (undergraduate & grad) who have accessed MiTalk.org >1x per semester and registered on the site.
Marketing Objective: Acquisition of new users
Source of Volume: stimulate demand for mental health resources and information, increase awareness of and use of MiTalk.org
4 B’s Analysis:
Bodies: Students (grad and undergrad) @ all three of the U of M campuses who are not currently using CAPS services and have never accessed MiTalk.org, or are already CAPS customers but haven't yet used MiTalk.org.
Beliefs: "I can do something to help myself and/or friends with mental health needs."
Behaviors: New registers w/ MiTalk, accessing the many resources available on the site.
Benefits: Increased community of mental health wellness in the University of Michigan student population.
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Another competitor for you: marijuana. If smoking pot (accepted student activity) or seeking a counselor/admitting online I have a mental health issue (stigmatized) are a student's two best options for obtaining mental wellness, you might have a problem!
ReplyDeleteMiTalk is an online services, so other online services may be competitors. I am not sure if I would go there in directly competing with Marijuana, though other non-advised methods of stress relief would be a competitor. The site doesn't deal only with depression, anxiety and stress though, other areas include disordered eating, violence, perfectionism, etc.
ReplyDeleteI see. Agreed.
ReplyDeleteThis is such an exciting topic. I didn't know such a service existed. Maybe this should be part of the orientation program to all UM students. Depression is especially a very important problem for undergraduate students leaving their hometown and friends for the first time.
ReplyDeleteThere are some disadvantages to this service, though. Everyone knows that whatever you write and send over the internet stays forever, rather than things you say in person. So I believe many students would be concerned of privacy. This may not be the case for the young generation who does not care too much about privacy. I believe this is just something interesting to look further into.
We talked about this a lot off-line but I think if CAPS is the FE, then you are definitely in the right direction, doing acquisition/stimulate demand.
ReplyDeleteSo this website deals with giving counseling services online? Interesting concept, seems kind of scary to write very personal things on a website, but since it is also making counseling more accessible to the masses, I understand the importance of the site. Interesting idea.
ReplyDelete