VISION AND MISSION STATEMENTS

INTRODUCTION

Where there is no vision, the people perish: Proverb

Written statements of purposes or mission, vision, values,
philosophy, objectives, and written operational plans are the blue
prints for effective management of any enterprise including a
health care institution. These components of planning exist at
each management level. Statements at corporate level serve the
top management of the organization. Statements at the division
level serve the managers and personnel of major divisions such
as nursing, operations, or finance. These statements evolve from
and support those of the institution services, departments and
units each have written statement of purpose, vision, and values,
philosophy, objectives and written operational plans that are
developed from and support the documents at division and
corporate levels.
Professional
organizations.

Learning

to

nurses

determine

work
how

an

mostly

in

organization

accomplishes its work, how to operate productively within an

organization,

and

how

to

operate

productively

within

an

organization, and how to influence organizational process is

essential to survive. Organization as it is used here refers to the

structure that is designed to support organizational processes. A
vision statement conveys some dramatic view of how to describe
the organization at some future time. It suggests how far to strive
in all endeavors. The mission, or reason for the organizations
existence, influences the design of the structure , for example to
meet

the

healthcare

information

needs

of

designated

population, to prepare patients for a peaceful death, or to provide

supportive and stabilizing care to an acute care population.
DEFINITION

Vision: Defines the desired or intended future state of an

organization or enterprise in terms of its fundamental
objective and/or strategic direction.

Mission: Defines the fundamental purpose of an

organization or an enterprise, succinctly describing why it
exists and what it does to achieve its Vision.

MISSION STATEMENTS
The mission of an
organization describes the purpose for which that organization
exists. Mission statements provide information and inspiration
that clearly and explicitly outline the way ahead for the
organization. Mission statements provide vision. The purpose of
any organization is to provide individuals with the means to lead
productive and meaningful lives. Therefore, the purpose of the

organization and each unit should be defined, a teamwork

approach should prevail, constituents should be properly trained,
and all individuals should be treated with respect.
The mission statements define the
organizations reason for being. The statement is the foundational
assertion from which subsequent flow. The mission identifies the
organizations customers and the types of services offered, such
as education, supportive nursing care, rehabilitation, acute care,
and home care. It enacts the vision statement.

The mission of any

organization is its purpose of any organization is its purpose,
function, and reason why it exists. Organizations exist to do
something such as produce a product or deliver a service. The
founders intentions for what they wanted to achieve by starting
this

organization

need

to

be

reexamined

and

refreshed

periodically to keep the organization dynamic. The mission

statement defines the general goals of the organization in broad
terms. Most mission statements are one sentence but contain a
lot of substance. The purpose or mission statement is a brief
statement (typically no more than three or four sentences)
identifying the reason that an organization exists. The mission
statement

identifies

the

organizations

constituency

and

addresses its position regarding ethics, principles, and standards

of practice.

The mission statement is of highest

priority in the planning hierarchy because it influences the
development of an organizations philosophy, goals, objectives,
policies, procedures and rules.
The mission statement is
created with the customers needs in mind. To determine these

needs, one must ask and listen to the customer. External

customers who purchase the products or services may be given a
tour of the organization. In nursing, external customers are
prospective patients and families, accreditation and licensing
officials,

faculty

shareholders.

and

Internal

students,
customers

and

even

include

taxpayers

employees,

and
both

departmental and intradepartmental. The mission or purpose

statement incorporates the culture of the organization, including
strong leadership, rules and regulations, achievement of goals,
and the notion that people are more important than work.
Hader (2006) suggests
that a mission statement needs to be a managerial and staff
commitment thats developed by an organizations leaders
following an exhaustive dialogue between all levels of the
organization. Bplans.com (2006) concurs that the best mission
statements are developed with input from all members of an
organization. Both Hader and Bplans.com emphasize that an
organization must believe and act upon its mission statement.
In developing a mission
statement, factors such as the organizations products, services,
markets, values, public image, and activities for survival need to
be considered. In addition, the intent of the organizations
founders and its history are useful to review. Often employees are
unaware of historical background. Because the mission statement
needs to describe the overall purpose of the organization, the
wording needs to be carefully crafted. It needs to be derived by a

process that respects the organizations culture. The statement

needs to have sufficient description to clearly identify the purpose
and scope and suggest some order of priorities.
Mission statements
should be reviewed by periodically to determine whether they are
current, have been accomplished, or need modification. They are
not static statements. Consider a military mission; it defines an
objectives and a method for measuring when the objective has
been achieved: send 22 planes to bomb and destroy an enemy
encampment. This makes it evident that the mission will change
when the objective is achieved or changes. In one instance, the
planes may achieve their objective. In another, there may be
representatives at a peace conference who will sign a treaty
before the military objective is achieved, in which case the
mission will need to change. In health care, payment formats,
patient groups, and locations for care delivery are being changed
by legislators, consumers, and directors in the board rooms every
day. The need to update a mission statement may be as vital to a
health care organization as it is to a military general. Because the
mission in health care is based on meeting the needs of
customers, it must reflect the changing climate outside the
organization. The organization that defines its mission based on
its internal environment may find itself without customers
because

the

customers

needs

have

organization is not changing to meet them.

changed

and

the

The mission statement sets the

stage by defining the services to be offered, in turn, identify the
kinds of technologies and human resources to be employed.
Hospitals missions are primarily treatment-oriented; the missions
of

ambulatory

prevention,

and

care

group

practices

diagnosis-oriented

combine

services;

treatment,

long-term

care

facilities missions are primarily maintenance and social supportoriented; and the missions of nursing centers are oriented toward
promoting optimal health statuses for a defined group of people.

VISION STATEMENTS
Kouzes and Posner define a vision statement as an ideal and
unique image of the future. They believe that inspiring a vision is
one of the critical traits of successful leaders. Senge believes that
the vision transforms work into the pursuit of a larger purpose and
embodies the style, climate, and spirit of the organization. He
describes it as being exhilarating and as creating a spark of
excitement that lifts the organization out of the mundane and
changes the relationship of its people from us and them to just
us.
It creates a common identity
for the people working in the organization and promotes people
working together. Vision statements are used to describe future

goals or aims of an organization. The Alliance for Nonprofit

management says that if strategic plan is the blueprint for an
organizations work, then the vision is the artists rendering of
the achievement of that plan. It is a description in words that
conjures up a picture for all group members of what they want to
accomplish together. Simson, in describing the value of a vision,
says that without a vision, any road, even one filled with
potholes, will take you there. But what an uncomfortable
journey that will be. It is critical that organizational leaders
recognize that the organization will never be greater than the
vision that guides it. Thus the vision statements should require
all organization members to stretch their expectation, aspiration,
and performance.
Vision statements are future-oriented, purposeful statements
designed to identify the desired future of an organization. They
serve to unify all subsequent statements toward the view of the
future. Typically, vision statements are brief, consisting of only
one or two phrases or sentences. Mission and philosophy
statements are crafted within the context of the vision statement.
Vision statements are designed to address the preferred future of
the

organization.

They

draw

on

the

mission,

belief,

and

environment of the organization and are positive and inspiring.

Vision statements are crafted to describe the most desirable state
at some future point in time. Often, one step in planning is a gap
analysis of the difference between the current state and the
vision. The concept of vision draws a picture for the members of

an organization of what the organization wants to be that it

believes it is not now.
Visions for corporations may be
drafted by a committee or the leadership of the organization, so
that it represents the collective image of the future. Whether a
vision is developed by a committee or a single person, the more it
is able to paint a picture of what the future will look like for those
who share the vision, the more likely it is that it will be embraced
and, better yet, achieved. People are less likely to be able to
relate to visions that are stated in lofty terms. They will seem
vague and unattainable and will not unit people to achieve a
common goal. At the very least, they will not ignite that spark of
excitement that makes ordinary people accomplish extra ordinary
things. Visions are useful to the organizational leadership because
they serve as a bench mark against which to test decisions.
A vision addresses more than one
element of the business. If a management decision looks too far
removed from what is stated in the vision, staff will lose their
enthusiasm for what the vision is trying to create. Reality and the
image will be too disparate.

EXAMPLE
Sample vision statement: County hospital will be the leading
centre for trauma care in the region.

Sample mission statement: County hospital is a tertiary care

facility that provides comprehensive, holistic care to all state
residents who seek treatment. The purpose of county hospital is
to combine high quality, holistic healthcare with the provision of
learning opportunities for students in medicine, nursing, and
allied health sciences. Research is encouraged to identify new
treatment regimens and to promote high quality health care for
generations to come.

APPROACHES FOR MAKING VISION AND MISSION

STATEMENTS

There are mainly two approaches

Bottom up approach
Top down approach
This bottom down approach results in greater commitment
to

the

organization

and

better

understanding

of

the

organization. Employees from throughout the organization can

help identify the core values of the company. In order to
encourage employee participation, many companies have created
competitions inviting employees to submit suggestions. Cash
prizes are sometimes provided as an incentive for creative and
inspirational statements. Some companies find it useful to invite
customers to assist in writing a mission statement because they
can provide an honest perspective. Another option is to review

mission statements from other companies. This can help provide

ideas as the writing process begins.
A top down approach can be
effective in smaller organizations or even sole proprietorships.
There is less time involved in creating a mission statement when
it comes from the top. Also many times frontline employees and
lower level managers lack the insight necessary to see the big
picture. They may not be able to conceptualize the entire
organization

and

therefore

miss

important

aspects of the

business. In small businesses that are started by entrepreneurs

the mission statement is generally a vision of an individual and
therefore may not be negotiable. When the mission statement
comes from upper management, employees are more assured of
the organizations commitment to the statement.
A word of caution should be noted when deciding whether to
adopt a top down approach or a bottom up approach. If the
mission statement is to be created with a wide variety of input
from both employees and customers then it will take longer than
a top down approach. There must be a sharing of views and
ideas with compromises made. A consensus should be developed
without the problems associated with groupthink. There is always
the possibility that too much compromise will distort the mission
statement and the end result is something different from the
original intent. The top down approach is not always effective
because it rarely consults employees when making important
decisions. Therefore, although it is the fastest route to take it isnt

always the most effective. While the mission statement should be

able to change with the times it is understood to have a certain
degree of permanence.
A mission statement is worthless unless it has the support of the
employees in the organization. It will only be successful if each
employee commits to its success and internalize it. Once the
statement is completed it is extremely important that the
organization not put it in on the shelf to collect dust. It should be
shared with the entire company. The introduction of the mission
statement should come directly from the top management in
order to set the example. Organizations should be creative in
making employees aware of the mission statement. Placing it
strategically in locations where employees gather will increase
awareness and remind them of the goals of the organization.
Videos outlining the details of the new mission statement are
often useful; however it is critical that employees have the
opportunity to discuss the statement with the members of
management. Setting up meetings with members of management
and frontline employees can often help uncover areas where the
company doesnt meet the standards set by the mission
statement. Communicating the mission statement to customers
will make them feel valued and important. It can be sent to
customers in a mass mailing or posted on signs in areas those
customers frequent. It sets

forth goals of the organization so

customers know what to expect when doing business with the

company.

 IMPORTANCE OF VISION AND MISSION STATEMENTS

These are used in successful business and industrial organizations
to provide a clearly defined reason for being and a clearly focused
direction. These statements move the organization forward and
are formulated for performance, products, and services. They
contain statements of ethics, principles, and standards that are
understood by workers. Workers who clearly perceive that they
are pursuing and meaningful and worthwhile goals thought their
individual efforts are more committed and dedicated than those
who dont. In simple words mission and vision statements helps to
Transcend bounded thinking
Identify direction
Challenge and motivate
Promote loyalty, focus, and commitment
Encourage creativity
VISION AND MISSION STATEMENTS IN NURSING
Nursing as a profession providing
a service within a health care agency, formulates its own mission
and vision statements that describes its contribution to achieve
agencys mission and vision. The statement should define nursing
based on theories that form the basis for the model of nursing to
be used in guiding the process of nursing care delivery. Nursings
mission statement tells why nursing exists. It is written so that

others within the organization can now understand nursings role

in achieving the agencys mission. The mission should be
reviewed for accuracy and updated routinely by professional
nurses providing care. It allows nursing to be managed for
performance. It describes what nursing should and will be. The
mission or purpose describes the constituencies to be satisfied. It
is the professional nurse managers commitment to a specific
definition of purpose or mission.
One purpose of nursing entity
is to provide nursing care to the clients, which can be
included promotion of self care concepts. Thus the statement
should include definition of nursing and self care as defined by
professional nurses. A further mission is of nursing is to provide
a public good. This purpose should be indicated in the
statement of mission that explains why the nursing entity exists.
Because it gives the reason for their employment, the mission
statement is written so that all people working within the
organizational entity can know it. An ultimate strategy is to have
nursing personnel participate in developing mission statements
and in keeping them updated so that they will know, understand
and support them.
The mission should be known and
understood by other health care practitioners by clients and their
families, and the community. A statement of purpose must be
dynamic, giving action and strength to evolving statements of
philosophy, objectives and management plans. Statement of

purpose can be made dynamic by indicating the relationship

between

the

nursing

units

and

the

patients,

personnel,

community, health, illness, and self care. Units that provide

specific services such as intensive care, cardiac services, or
maternity services also formulate mission statements that detail
their specific contributions to the overall mission.

SUMMARY AND CONCLUSION

So far we have discussed about
the mission and vision statements, the approaches of developing
statement, its importance and the role of mission and vision
statements in nursing.
An organizations mission,
vision, and value statements are the guiding force behind the
institutions administrative strategic planning. Nowadays due to
current and projected challenges in the health care industry, the
need for nurses who are committed to the mission of the
organization is greater.

JOURNAL ABSTRACT
SWOT ANALYSIS: SWOT is an acronym for strength, weaknesses,
opportunities, and threats. SWOT analysis is a strategic planning
tool that helps an organization match its internal strengths and
weaknesses with external opportunities and threats. SWOT
analysis is important and useful in creating and executing the
organizations mission statement. The best strategies are those

that take advantage of strengths and opportunities, offset threats,

and

improve

weaknesses.

Weaknesses

can

prevent

an

organization from implementing strategies to achieve its mission.

It include problem with the facilities, lack of clear strategic
direction, internal operating problems, too narrow product line,
weak

market

competition.

image,
First

step

slowed
is

market

reviewing

growth,
internal

or

increased

strength

and

weaknesses. Next step is to identify external opportunities and

threats. Opportunities are circumstances that will result in above
normal economic performance. Threats are circumstances that
give rise to below normal economic performance.

THEORY APPLICATION
I have applied general system theory, in which input is the
product that enters the system, throughput is the process taking
place inside the system, output is the final product or outcome
and feedback is the evaluation.
Input: An organization, institution or company without having a
mission and vision statements
Throughput: Formulating and writing a vision and mission
statements and applying it into practice.

Output: Acting upon the statements and achieving the desired

goals.
Feedback: Whether the mission and vision statements are
outdated. If yes, modify the statements.

ASSIGNMENT
Write an assignment on mission and vision of any hospital or
institution you worked or studied.

BIBLIOGRAPHY
BOOK REFERENCES
Russel

C.

Swansburg,

Richard

J.

Swansburg[2002],

Introduction to management and leadership for nurse

mangers, 5th edition, Jones & Barlett Learning publishers,
Pp:25-26
Diane

Huber[2006],

management,

2nd

Leadership
edition,

and

Elsevier

nursing
health

care

sciences

publishers, Pp:220-225
Bessie L.Marquis, Carol J.Huston[2008], Leadership roles and
management functions in nursing: Theory and application,1 st
edition, Elsevier health sciences publishers, Pp:38-41
Patricia

S.Yoder-wise[2003],

Leading

and

managing

in

nursing, 1st edition, Elsevier health sciences publishers,

Pp:148-150

 Montage Brown[1992], Nursing management: issues and

ideas, 1st edition, Jones & Barlett Learning publishers, Pp:8082
Schillinh A. Judith [2003], Five keys to successful nursing
management, 1st edition, Lippincott William & Wilkins
publishers,Pp:74-77

JOURNAL REFERENCE
Howard.S.Roland,

Beatrice.L.Roland,

administration,Vol:12,Issue:4,Pp:32.

Journal

of

nursing