title: Integrating multiple publics into the strategic plan. The best plans can be derailed without comprehensive up-front research.
abstract: The mission of a health care organization represents its vision for the future. The authors present an approach used to develop an organizational mission for a large multispecialty physician clinic. In implementing the strategic planning process, research objectives must be clearly stated that identify in advance how the data will be used. Failure to integrate strategic data from all relevant publics will likely result in a mission statement that misses the significant interests of one or more stakeholders and reduces the effectiveness of the strategic planning process. Although costly, comprehensive research can uncover some surprising differences in perception that, if ignored, might complete defeat strategic planning efforts.
authors.affiliation: College of Business & Economics, University of Wisconsin-Whitewater, USA.
authors.forename: J W
authors.initials: JW
authors.lastname: Peltier
authors.forename: A K
authors.initials: AK
authors.lastname: Kleimenhagen
authors.forename: G M
authors.initials: GM
authors.lastname: Naidu
mesh_terms: D000488:Allied Health Personnel; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D006123:Group Practice / Q000458:organization & administration*; D006272:Health Facility Environment; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009937:Organizational Objectives; D010361:Patients; D010820:Physicians; D010934:Planning Techniques; D012107:Research Design; D012931:Social Environment