"Your customer’s incentives are not straightforward." So true. Don't mean this to be cynical, but if you actually want to have a chance of upending the health

"Your customer’s incentives are not straightforward." So true. Don't mean this to be cynical, but if you actually want to have a chance of upending the healthcare system, always clearly identify the flow of money (are costs paid by carriers? providers? Medicare? consumers? are the prices negotiated?), regulation (are fines built into the cost structure? what regulations are relevant? are they incentivized to be ignorant?) , and decision-making (e.g. how billing departments more often decide on the EMR to go with rather than the docs). Then check again, because it's likely you missed a huge underground river. Then the tricky part is to align your business plan with your customers' incentives.