Doing the Right Thing Is Not a Business Model

A product can be clinically effective, FDA cleared, loved by physicians and proven in a pilot, and still have no path to a purchase, because the person who benefits is rarely the person who pays, and there is no single customer inside "the hospital." This fieldbook is about the missing half of healthcare entrepreneurship: finding the specific organization, role and budget that has a reason to buy. It gives you the Clinical-to-Cash Chain, from FDA clearance through coding, coverage and payment to an actual buyer, and the Healthcare Buyer Map that replaces the one "customer" with the real ones. The Right Thing Test tells you which link is missing, and the Healthcare Opportunity Atlas, built from public CMS data, shows where real economic activity already exists. It ends in the Buying Thesis Six-Pager, a six-page argument that holds up under a CFO's questions, and includes a chapter on VA and DoD. Read it before you design your next pilot.