Mission

The mission defines the reason for an organization' existence and is generally reflected in a clear statement of the purpose of the organization or a subunit within the organization. It is a critical part of the strategic planning process. In its simplest form, a mission statement reveals what the organization does, how it does this (processes or technology), and to whom the organization' activities are targeted (customers, geography, and so on). Many mission statements also include the creed, ethics, and/or values the organization embraces. It is logical that companies and organizations in the health care industry will have different mission statements. The mission statement defines the industry sector in which the firm is operating and the method in which the organization chooses to differentiate itself within the sector.

The mission of an organization may be expressed in clear, precise, narrow terminology or in very broad general terms. However, a mission statement that defines the organization only by the products or services it provides is too narrow and incomplete. The service or product must meet a need in the marketplace and that need must be defined by where or to whom and how it will be met. It is important that the health care organization understands and recognizes the market it serves and the means by which it serves its market. Likewise, a health care organization that develops a mission that is broad and vague disseminates confusion or misinterpretation to its customers, management, employees, and stakeholders (such as suppliers, boards of directors, buyers, and investors) as to its real purpose. This may result in conflicting goals and objectives that inhibit organizational progress.

[Page 370]The mission statement provides management and shareholders with a definition of what the organization is and through its mission what it is not. Ideally the mission is known and understood by all employees, customers, and internal and external stakeholders. Some organizations post the mission statement throughout the organization, and include it on business cards, logos, and various forms of advertisement and promotion.

The health care industry, whether in the public or private sector, has gone through numerous industry changes. Mergers, alliances, and restructure are more common than exceptional in the health care industry. Redefinitions of customers, customer needs, regulation, methods of delivery, financial methods, and other factors critical to industry success provide a dynamic environment for management. To meet these challenges, a health care facility must know what “business it is in” before it can determine where it should be or what it should become. The mission statement provides this understanding. It is the foundation of a strategic plan.