Seems a case of someone not understanding the economics of the vertical they're entering and not wanting to put the effort (ie: time/money) to learn. Doctors generally don't directly make money by having patients get more healthy. Other entities however do. Insurance companies may, self-insured employers definitely do, and hospital chains may (if they're getting bundled payments for procedures). These entities however have very long sale cycles and are old school (ie: won't listen to some 20 year old). Still, there's a whole massive ecosystem of companies in this space so it's far from impossible. Possible to also partner with one of those companies as a sub-vendor.