Doing the Right Thing Is Not a Business Model
A Fieldbook for Turning Clinical Value into Something a Health System Can Actually Buy
“There's no business model in healthcare to do the right thing” is not a complaint. It is a research question. A product can be clinically effective, FDA cleared, physician-loved, and pilot-proven, and still have no institutional path to a purchase, because the person who benefits is rarely the person who pays, the person who pays rarely controls the budget, and “the hospital” is never actually the customer.
This fieldbook is about the missing half of healthcare entrepreneurship: not proving the product works, but discovering which specific organization, role, and budget has an economic and institutional reason to buy it. It develops the Clinical-to-Cash Chain, the Healthcare Buyer Map, the Right Thing Test, the Healthcare Opportunity Atlas built from public CMS data, and the Buying Thesis Six-Pager, then tests them against composite cases, including two chapters devoted to VA and DoD, where mission, acquisition, and lifecycle constraints strip away the reimbursement assumptions most healthcare startups quietly depend on.
The goal is not to make founders cynical about healthcare. It is to make clinically valuable innovation more likely to survive contact with the institutions that must actually adopt it.
Doing the right thing is not enough. You have to make the right thing buyable.
Inside, you will learn how to
- replace the fictional single “customer” with a real Healthcare Buyer Map;
- trace the Clinical-to-Cash Chain from FDA clearance through coding, coverage, and payment to an actual buyer;
- use public CMS utilization and payment data to find where real economic activity already exists;
- design a pilot backward from the purchase order instead of backward from a success story;
- diagnose exactly which link is missing when “there's no business model” turns out to be true; and
- write a six-page buying thesis built to survive the questions a CFO, not an advisory board, will ask.
Details
- Category
- Business & Economics / Healthcare
- Series
- Shahid Shah Fieldbooks
- Publisher
- Intellectual Frontiers Press
- Format
- 7x9.19in fieldbook, 52 chapters
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