What happens when a hospital becomes an HIS vendor?

It appears to be a simple step for a hospital to sell the software it has developed for its own operations. After all, the time and cost of development has been completed; it is just a matter of marketing it. But, as many hospitals have learned, marketing their software is not as simple as it seems. One case in point is Norwegian American Hospital in Chicago. It formed a subsidiary to further develop and market its software, and although it had early successes, the venture eventually met with failure.