The emergency department (ED) is often considered to be the hospital’s “front door.” For this reason, healthcare strategists have historically focused their attention—and marketing dollars—on driving ED volume, which subsequently drives inpatient admissions, surgical procedures, diagnostic testing, contribution margin, and net revenue. Rapid changes in the healthcare environment, however, are forcing many hospitals to re-evaluate the practical and strategic value of the ED.

The new realities include:

• Transitioning from volume-driven to value-based payment models.
• Optimizing assets across the car continuum.
• Balancing quality, satisfaction, and cost of care.