Labor and Delivery Internal Analysis   * Strengths:       + L&D’s performance;       + Difficult deliveries;       + An extensive number of health-related offerings;       + Modern wards;   * Weaknesses:       + Patient feedback;       + Industry requirements;       + Availability of information regarding this L&D department online;       + Information technology services. Power SWOT model program was applied for this analysis because it allows identifying the elements of the internal and external environment that affect St. Anthony’s performance in regards to both internal and external components. The following table presents an assessment of internal components that impact the outcomes of this L&D’s work. Firstly, the quality of performance and patient outcomes are the top priority for this hospital, which is reflected in the Nursing Excellence Reward and the existing certification. St. Anthony’s L&D is equipped and has medical professionals that can take care of complex delivery cases, which is a competitive advantage. Current service line includes a variety of health-related services including post-delivery care and an in-hospital neonatal unit for prematurely born babies. The existing facilities at St. Anthony’s correspond to customers’ expectations because they were recently renovated and allow family members to stay with mothers in their suites. Next, in regards to weaknesses, it can be argued that current scorecard metrics lack details and require improvements; for instance, customer satisfaction is a crucial performance indicator and currently is at 82%. The current market demands provision of additional services at L&D centers, for example, mothers want to receive manicures or pedicures, which are unavailable at St. Anthony’s at present. Online presence, such as profiles on popular social media platforms, professional website with additional services, and a good review score at Yelp, of this hospital, is limited, which affects the decision-making process of prospective patients. Other services such as mobile applications for tracking nutrition or pregnancy details and an on-site video footage of delivery that clients may be interested in are unavailable. External Analysis   * Opportunities:       + Technological solutions help attract patients;       + Cultural diversity as a defining factor of the decision-making process;       + Client preferences change towards family-friendly facilities;       + Number of pregnancies and deliveries continues to grow;   * Threats:       + St. Anthony’s competition is actively using additional marketing channels;       + Other hospitals already offer non-medical procedures to their patients;       + Medicaid patients make decisions based on the final cost of the delivery;       + Lack of strategic orientation towards applying information technology. Firstly, Application of technology in L&D facilities is becoming increasingly important and provides an opportunity for acquiring a significant competitive advantage over others. Secondly, for a large group of clients, it is crucial to understand that their chosen hospital can offer services tailored to different cultures. For instance, having an on-demand translator for languages prevalent in the US such as