I loved reading the story, but it sounds like the founder targeted the wrong customer. Individual doctors are not the customer. When the incentive for the cust

I loved reading the story, but it sounds like the founder targeted the wrong customer. Individual doctors are not the customer. When the incentive for the customer doesn't outweigh the investment, that's when you need to scale up the customer. The customer for this product is a business that deals with tens or hundreds of thousands of patients: health insurance companies, government healthcare purchasing departments (large market outside the USA), the sales department at the drug companies themselves, etc. These companies are all incentivized by getting better treatments for their patients because that either lowers their costs, or sells more of their drugs (when they're the best option).