There will always be times when people in the business of supplying medical softwares would like to distinguish themselves from other B2B software industries. Such moments are usually when these people express that what matters is not so much as how their software products sell but how much impact they have in improving health care.
Indeed it is only noble for them to declare these things and even nobler still when their actions reflect it. Hence, they might even be averse to utilizing methods that sound too money or business oriented. Hence, terms like lead generation are treated with caution.
Still, such aversion can prove more harmful to the ideal that they put forth. One does not need to think of money to see the urgency of acquiring leads for medical software technology. You need only see the dangers of using outdated software to establish that same urgency.
The truth is any form of software is always in need of a constant tune-up, no matter how good it starts out. As such, it is always important to go around pursuing and qualifying leads not so much as to sell but to make sure that no medical professional (or even institution) is at risk of putting their patients in danger.
However, one would do well to not let make this urgency a cause for recklessness. For one thing, doctors won’t listen to you if you keep contacting them at a bad time. Fortunately for you though, there are lead generation companies out there who also specialize in targeting medical professionals and institutions. Just simply outsource to them, not for the sake of needing money, but for the more urgent need to make sure the quality of health care is up to date.