Healthcare companies strive to improve public well-being via numerous possibilities that alleviate suffering. A community-based service is a common form of such help, and they outline different aspects of health-related issues that plague society, such as substance abuse, autism, veterans’ problems, and other common disabilities. Easterseals is a healthcare services provider that operates in numerous locations across the United States and strives to make the lives of people with special needs easier (“About us,” n.d.). Its performance in the behavioral well-being industry relies heavily on the organization’s ability to fulfill its customers’ needs better than other firms through the diversity and excellence of its services. This paper will briefly overview Easterseals, its target market, and the position the company occupies in it.
With the goal of expanding its reach, Easterseals must strive to satisfy the majority of its customer base’s needs. The objectives must include increasing access to its services via digital tools, establishing a clear presence online for promotion and consulting purposes, and highlighting its strengths from partnerships to possible clients. Therefore, the mission and vision of the company must incorporate maximum inclusion for people through connecting people with services they might need. It is essential to signal Easterseals’ devotion to disadvantaged communities to advertise its activities efficiently.
The behavioral health market has a promising future in the United States. This healthcare industry segment has projected growth at a CAGR of 3.4% and is expected to reach $527 billion in the next eight years (PMI, 2022). The key strategies to succeed in it include improved accessibility options that are crucial for the target community, as well as developing new therapeutic approaches. The size of potential customer base represents approximately one-fifth of the U.S. population, with its majority being represented by adults with various mental disorders (PMI, 2022). Latest scientific studies often shape this industry’s landscape and will significantly influence regulatory policy practices applied by behavioral health organizations.
The life circumstances of many individuals who visit these institutions place them in lower socioeconomic groups. Clients of such facilities often require unique accommodations and expect ethical and inclusive policies from organizations. In the future, the demographics will continue the current shift toward older populations (PMI, 2022). Customer behavior in this sector is dictated by people’s needs and the interests of major charity groups.
The community-based services market has attracted numerous organizations that provide a diverse selection of treatment and recovery programs for customers. Such companies as Monarch, Promises Behavioral Health, and the Center for Accessible Living (CAL) has a unique combination of specialists, connections to other healthcare facilities, sets of interventions, and therapies. The marketing objective for the companies in this sector is to attract new customers and investments. As this type of service has a high priority among lower socioeconomic groups, firms that provide it rely on highlighting the positive impact of their activities on the public. Such a marketing strategy guarantees that financing the business will keep its operations running despite potentially low returns of investments.
Table 1: SWOT Analysis of Easterseals vs. Monarch
Easterseals has a long history and a higher brand awareness than Monarch (“Easterseals competitors and similar companies,” n.d.).
The company’s website contains numerous informative articles, while Monarch only provides links to resources.
Easterseals provides more opportunities for individuals and other organizations to get involved than its competitors.
Unlike Monarch, Easterseals does not possess the capability to provide its services via telehealth (“Telehealth services,” n.d.).
It has no mobile care clinics, while Monarch is more versatile in its reach.
Healthcare specialists are less well-documented on the Easterseals website in comparison with Monarch.
Opening a boarding school can assist Easterseals with creating a similar service that Monarch already has (Weaver, 2020).
The firm can expand its range of programs to cover less popular options that are essential for some individuals, creating a unique customer base.
Through its existing programs, Easterseals can form new partnerships with local healthcare organizations.
Possible future major disruptions may require the company to complete its digital transformation, which Monarch has already achieved.
Expansion in other regions may be difficult due to the low customer base versus the number of competitors.
The firm may fail to attract more investors due to its unclear list of objectives, while Monarch presents a more apparent view of its activities.
As can be seen from Table 1, Monarch possesses a number of advantages in the market via digital tools. Moreover, the firm conducts events that attract new customers with ease (“Events,” n.d.). This institution provides a clear view of its activities through its website. However, Monarch is less renowned than Easterseals, has fewer employees, and has a smaller customer base due to its less broad focus (“Easterseals competitors and similar companies,” n.d.). A second firm to be reviewed that operates in this industry is Promises Behavioral Health, which shares many similarities to Easterseals. This company prioritizes recovery and rehabilitation through both long-term residential stays and therapy programs, although it also presents options for mental health treatment (Promises Behavioral Health, n.d.). With no shortage of clients, Promises has significant support from numerous stakeholders. This business is accredited by top healthcare regulators and is proven to provide high-quality care (Promises Behavioral Health, n.d.). Nonetheless, this facility is not perfect, as there are limited explanations of the possibility of volunteering or supporting it via alternative means. Moreover, Promises operates in seven areas only, requiring clients to travel across states in order to access its services (Promises Behavioral Health, n.d.). While Promises states its objectives and available treatments, its website lacks consumer health information that could be useful for indecisive individuals.
Judging by other organizations’ places on the market, Easterseals has claimed an optimal spot for its operations. The position of Easterseals appears to be prioritizing lower costs and higher quality through perceived benefits from its programs. Not only does the company span over a wide variety of locations, but it also spreads its attention to both common and rare conditions that require assistance from specialists. For example, Easterseals works closely with employers across the United States in order to develop solutions that would allow disabled and disadvantaged individuals to operate in common work environments (“Employment and job training for people with disabilities,” n.d.). Unlike some firms, Easterseals details its goals in great detail and openly invites others to get involved in its work. It remains necessary to understand that any possible shifts in this market’s environment may cause Easterseals to lose its advantage.
In conclusion, Easterseals has a solid position in the community-based services market, as it has a significant reach and a wide variety of programs that outshine the company’s competitors. It utilizes communication channels with great success and has more employees and options available in comparison with Monarch and CAL. As the primary marketing objective for organizations of this type is to reach as many potential clients as possible, Easterseals appears to have an advantage in its industry. However, it lags behind in the technology sector due to its reduced online capacities, which may hamper the firm’s performance in the long term. By adding more accessibility options that other companies already have, Easterseals can further solidify its position at the top of the behavioral health market.
About us. (n.d.). Easterseals. Web.
Easterseals competitors and similar companies. (n.d.). Craft. Web.
Employment and job training for people with disabilities. (n.d.). Easterseals. Web.
Events. (n.d.). Monarch NC. Web.
PMI. (2022). Global mental health market is estimated to be US$ 527.44 billion by 2030 with a CAGR of 3.40% during the forecast period. GlobeNewswire. Web.
Promises Behavioral Health. (n.d.). About Promises Behavioral Health. Web.
Telehealth services. (n.d.). Monarch NC. Web.
Weaver, L. (2020). Monarch to open the Goodale school, empowering recovery and academic success for high school boys. Monarch NC. Web.