UCHC is seeking a consulting firm to conduct an initiative aimed at defining unique missions and visions for their non-dental clinical services, the John Dempsey Hospital (JDH) and the UConn Medical Group (UMG), as well as developing decision assessment tools to assist senior management in strategy and service line development. Additionally, they require the tools and plans to disseminate the new visions and missions throughout their clinical enterprise, to help define and align an organizational culture that supports their mission. While much of this engagement will take place at the senior management level, they require a finished product that they can use to energize their workforce in their daily activities so that their missions and visions become organic, living concepts.