I agree too, this is said so well. Both groups benefit from the same things. The difference is in how you sell & deliver your offerings. For the first group

I agree too, this is said so well. Both groups benefit from the same things. The difference is in how you sell & deliver your offerings. For the first group you have to make it available to those that are seeking. This requires a type of promotion that is primarily informative word-spreading so these turn out to be "clients", or in the traditional medical parlance "patients", who appreciate finding out about your efforts on their behalf. The second group will need to be reached by what is considered much more persuasive advertising, often coupled with strong closing efforts, so you can turn them into "customers", or in the modern medical parlance "customers", who respond to your sales efforts perhaps more so than your actual technology efforts on their behalf. Whether it's well-recognized or not. You will have to handle both groups differently even if you deliver the same value to each. Definitely the comprehensive view.