This article has examined the application of a marketing and community planning process to the development of a regional, complete patient transportation system. The model is designed to interface with a region whose existing Emergency Medical Service System is operating at the advanced Life Support (usually paramedic) level. It is suitable for regions whose existing ambulance (ground and air) services are in need of improvement and/or coordination, and specifically utilizes the concept of ownership and management by a hospital consortium. The model, as described, is sufficiently flexible to be usable in a variety of local and regional environments, where changes in the patient transportation system can enhance the quality and operations of emergency medical services.