Physicians want to do right by their patients, but they can't always. Why? Because they're driven by reimbursements. Electronic Health Records have been talked about as a small step in this direction, but not a whole lot has been done about it. So have best practices for treatment.
Everyone thinks it's a good idea, but no one has put money (think reimbursements) behind it. But it appears this is going to change. The last administration put in a $20M budget for HIT. This administration put in a $20B budget. This should be interesting.
Which goes to the heart of marketing to a particular group. You need to really understand what drives them. And if an obstacle is in the way of what they want to do, remove it and you'll have a new friend. And new business.