SWOT/TOWS/OTSW Analysis of Recent Past and Near Future

Abstract

One can conclude that life from March 2020 to summer 2021 and even to the present has been most interesting for hospitals and hospital librarians. A few hospital librarians stayed in place and kept their libraries open but with masks as the new normal. Many libraries closed doors but offered remote services. When doors reopened, plexiglass partitions were put into place and social distance measured. Unfortunately, some librarians lost their jobs and hospital library doors closed permanently. This author took her digital library home and postponed an ambitious rounding schedule until summer 2021. This is a perfect time for all hospital librarians to conduct honest personal and strategic reflections on the hospital library’s programs and services. A librarian can do this alone or in a group and can use a recognized strategic analysis technique. Analyzing strengths, weaknesses, opportunities and threats using the SWOT model or a similar matrix, such as TOWS or OTSW, helps to identify favorable or unfavorable internal and external factors to achieve goals. Strengths and weaknesses identify internal factors from within the organization that can be manipulated or controlled. The internal analysis identifies resources, capabilities, and core competencies as well as the hospital librarian’s and the library’s competitive advantages. Consideration should be given to finances, management style, suppliers, marketing, planning and innovation (1). The external analysis identifies opportunities and threats that need to be overcome, usually from outside over which the library and librarian may have no control. If completed successfully, the SWOT/TOWS/OTSW analysis will create an action plan. SWOT analysis is composed of the following elements (Figure 1). Strengths demonstrate tangibles and intangibles that the library does well, whereas weaknesses expose what a library does not do well. Opportunities offer favorable conditions to move programs and services forward and threats reveal conditions for unfavorable happenings. At the conclusion of the SWOT analysis the hospital librarian can clearly realize an action plan to improve weaknesses, capitalize on strengths and opportunities and stand firm against threats. Another way to consider results of the analysis is taking advantage of