Emergency Rooms are the calling card and showcase of a hospital. They have a major share in establishing and maintaining reputation. Hotel owners know how much the first impression counts, and thus attach great importance to a compelling and efficient reception desk. Mirroring the hospital as a whole, Emergency Departments are often marred by grave weak spots. They need a boost in professionalization. The Emergency Flow Concept shows how the Emergency Department can be developed into a center of efficient performance, which is able to satisfy the needs of contemporary patients, much more so than hitherto existing paradigms.