Build or buy a patient app: the questions that settle it
Before choosing between building and buying, answer what the app replaces, whether patients will open it twice, and who owns it in year three. The choice follows.
business case
Measuring an AI project when nothing clinical is being claimed
Most hospital AI projects sit in operations and marketing, not clinical care. They still need honest measurement: a baseline, a comparison, a quality check and a clear rule for stopping.
Building a hospital marketing budget from service lines up
A hospital marketing budget works when it starts from each specialty’s volume plan, funnel and capacity, and treats channels as the last step rather than the first.
Making the digital and brand case for capex
How search demand, enquiry backlog, waiting times, competitor listings and review sentiment feed a capital case, and how finance discounts each of them.
Launching a new vertical: the P&L conversation first
Capital ask, gestation, shared costs, cannibalisation and a vertical head with full P&L: the conversation an executive committee has before the deck is opened.
What a digital head owes the CFO
Speaking the finance function’s language: the hospital cost lines that matter, capex versus opex, and funding work whose payback outlasts the budget cycle.
The board deck that finally got digital funded
Boards fund a credible plan to hit a number they care about, not a technology budget. The six-slide structure that gets hospital digital investment approved.
