Market Position and Brand
For what are we best known? How widely is that perception held? How are we seen by other stakeholders— our community, physicians, officers and employees, board, our patients, public officials, and our suppliers? What is our market share in key programs? Primary care? Cancer? Cardiovascular? Home care? Sophisticated ambulatory services? Intensive care services? What service areas are we in programmatically and geographically? What stays in our market versus being referred out? How are we seen by the media, insurance companies, and government buyers? Are we the low cost provider? The high quality provider? Both? How are we differentiated from the competition? Do we intend to create, drive, or trail the market? How do existing and prospective donors view us? Are we a desirable place to work? To invest a career?