Product lines in a hospital emergency room.

Abstract

A hospital's emergency department is not a single product, but is a product system made up of multiple product lines. Although the same department staff deals with all the product lines, the ROI for time and resources varies widely among the lines. Each line draws upon a different expertise in the hospital staff and services a different market. Identification of market niches within the broad system of emergency services will enable a hospital to narrow the focus of its marketing efforts on those lines for which a current need can be shown.