The p‐median model is used to locate P centers to serve a geographically distributed population. A cornerstone of such a model is the measure of distance between a service center and demand points, i.e. the location of the population (customers, pupils, patients, and so on). Evidence supports the current practice of using Euclidean distance. However, we find that the location of multiple hospitals in a rural region of Sweden with a non‐symmetrically distributed population is quite sensitive to distance measure, and somewhat sensitive to spatial aggregation of demand points.
