Organizational leaders face a multitude of challenges that can influence the path of their company. It is imperative to navigate uncertainties to stay ahead of the game, to do so$,$ a leader must utilize strategic approaches. External Analysis is one tool that guides leaders in decoding complicated external factors that could shape the future of their organization. External Analysis is a meticulous process of collecting, identifying, aggregating, and interpreting data, leaders gain insight to the potential pitfalls and opportunities that lie within their competition. In this paper, we will review the six steps to completing an External Analysis, explore tools utilized in this analytic process and provide compelling reasons why organizational leaders should conduct a Service Area Competitor Analysis.

External Analysis is a strategic roadmap that steers leaders in recognition and evaluation of external factors that exert influence on an organization: $1)$ Organize the External Analysis process and create an issue map template; $2)$ Scan the general environment, health care system and service area; $3)$ Monitor and confirm external issues; $4)$ Forecast external issues; $5)$ Assess external issues; lastly $6)$ Complete an issue map. For step $1,$ a leader must identify all key issues including political, economic, sociocultural, technological, and environmental. An issue map is a visual tool that represents the external factors affecting the organization and helps identify relationships, dependencies, and potential impact. In step $2,$ leaders scan the general industry and dive into healthcare system intricacies and specific service areas. This broad survey lays the groundwork for discerning the factors that will be crucial for informed strategic decision making. Step $3$ involves vigilant monitoring and validation where external issues are confirmed as identified in the previous stages. This scrutiny ensures the accuracy of the data and fosters a reliable foundation for strategic insights and decisions. In the fourth step, leaders forecast the trajectory of identified external issues. This forward$-$looking approach enables organizations to anticipate potential challenges and harness opportunities in a proactive means of shaping their future. Step $5$ entails diligent assessment of the identified external issues. Leaders scrutinize the nuances and implications of the issues. This evaluation serves as a compass guiding strategic decision, allowing organizations to navigate through challenges and capitalize on emerging opportunities. In the final step of External Analysis, leaders design a comprehensive issue map assembling the pieces of identified external issues into a cohesive visual representation. This map serves a strategic blueprint to aid leaders through challenges and steers them towards growth and success.

We now explore three of the tools utilized in this analytic process to assess and prioritize external issues. One tool, called Solicitation of Expert Opinion, utilizes expert opinion to provide insight with well$-$informed perspectives illuminating issues, trends, and situations, becoming indispensable tools for identifying, monitoring, forecasting and assessing external factors. Another method called NGT or nominal group technique is a structured collaboration of polled individuals to discuss their perspective and provide a group consensus regarding an issue. This is a collaborative endeavor in which individuals contribute their ideas, engage in dynamic dialogue and works towards a consensus. Brainstorming, a third tool, is another group process that allows each participant to contribute their own unique thoughts, present their ideas and brief explanations. The combination of these three tools provider Leaders an opportunity to listen to those who are involved on a personal level with external issues and utilize the industry experts to help produce solutions.

A well written Service Area Competitor Analysis equips organizational leaders with a strategic plan and enables the leader to navigate the competitive business world of the healthcare industry. The analysis provides a detailed examination, provides the strengths and weaknesses of their competitors, and highlights actions needed to create a path for growth. Understanding the dynamics of a service area and competitors$$ actions, leaders can develop well$-$formed strategies, fortify marketing positioning and produce a competitive advantage in the complexity of the healthcare industry.