Honnutti Home Healthcare (HHH) has decided to expand into a new region. It has been successful in its primary market area and is excited to move into a new area. Its primary services include nursing and physical therapy, whose excellent reputation is based on the high caliber of its personnel. HHH has high patient satisfaction scores and secure referral sources. Only one home health agency operates in the new region, and it appears to have a marginal reputation.

To be successful in the new area, HHH must almost recreate itself. New employees, new referral relationships, and a new physical site have to be established. The lead nurse, Sharon, has been tasked with preparing a plan for market entry. She has been told that she can transfer three employees to the new market area. About 10 others will need to be hired to begin operations. Sharon’s plan must set strategic priorities, goals, and objectives for the first year.

Questions

1. Who are the key stakeholders with whom Sharon needs to coordinate?

2. What further internal and external data should Sharon try to obtain?

3. What kind of strategic priorities could Sharon set? 4. What goals and objectives might be appropriate?