Product line management and continuum of care

"Product line management" is a concept that is receiving much interest and attention in the health care industry and one that can be applied to managing the continuum of care. Success with the concept is highly varied, however, largely because it is neither well understood nor even clearly defined. Many managers and academicians believe the concept holds great promise for health care organizations. Others argue it is but a passing fad. Once it is understood and properly applied, the concept can assist at several levels in managing the continuum of care. This article seeks to provide a framework to assist managers in (1) understanding the various perspectives on product line management and other organizational innovations, and (2) choosing the most appropriate approach for their organizations. The article is based on both research of the relevant literature, and data collected formally from seven hospitals and multi-institutional systems at various stages of developing, implementing, and managing product lines, in addition to anecdotal data obtained through teaching and consulting.