In addition to knowing from where one is aiming when determining a strategy, it is just as critical to know what one is aiming at. Are the markets that the organization currently serves the right ones? What are the trends, and are there other markets that may be better targets? To truly assess a market, it is important to consider not only the trends, but other factors as well including the competitive landscape, regulatory burden, and reimbursement, in addition to other aspects. back