Georgian Bay General Hospital

Location: Georgian Bay, Ontario

Agnew Peckham was engaged by the North Simcoe Hospital Alliance (later renamed Georgian Bay General Hospital) to assist its new Chief Executive Officer and new Board of Directors in facilitating a strategic planning process. The organization, which had recently been formed through the integration  of Huronia District Hospital and the PenetanguisheneGeneral Hospital, was seeking to create a unified vision and corporate directions. Since the two hospital sites served very different cultural communities, it was critical to design a highly inclusive planning process that would engage fully its staff, physicians, managers, board members, community stakeholders, and other health service providers. 

Our team conducted the planning process as a true collaboration with the client. The goal was not simply to deliver a strategic plan at the end of the project, but to co-lead a process that would result in widespread buy-in by the organization’s key internal and external stakeholders. The steps of the process included:

  • A comprehensive external environmental scan involving an analysis of population demographics and local health care needs as well as focus groups and personal interviews to gather information about stakeholder expectations
  • An internal environmental scan which solicited input from board members, administrators, physicians and front line staff on future hospital priorities
  • A Strategic Planning Retreat with key stakeholders to develop a vision for the new hospital, clear mission statements and core values, and strategic directions to guide the organization for the next three years

By involving the community in an integral way to set the strategic directions for the new organization, the process created a platform that was embraced by all stakeholders and set the stage for the successful hospital rebranding initiative that followed.

Agnew Peckham’s approach to strategic planning and its work with Georgian Bay General Hospital has been profiled in McGraw-Hill Ryerson’s marketing textbook, “Marketing The Core,” second edition by Kerin, Hartley, Rudelius, Clements, and Skolnick. This text has been adopted by university and community college programs across Canada and benchmarks top Canadian organizations for students. The text highlights Agnew Peckham’s strategic planning approach and focuses students on the direction and outcomes which evolve from the process and can be viewed at