[recursive4]

Skip hospital doctors because they don't make purchasing decisions. Doctors who own their own practice either outright or as a group partner are actually very easy to interview: in the US (assuming where you're located) there are at least a dozen within each county. Have you tried door-to-door? I helped a friend with healthcare customer discovery interviews for a few months, and it's surprisingly effective.

[datascienced]

Hold on! It is hard for me (not in US) to get a walk in appointment when actually sick. And they will have reception staff that wont take BS, so what is the play? Is it literally lobby at closing time and catch them on the way to the car?

[ativzzz]

Not quite, they are small business owners. Small businesses need revenue to stay afloat, so they like to make and save money. You can target them like any other small business. Ask for the person around with the most authority (doc is probably with patients), tell them you can save them money and how you can do it or to see if they can set up a meeting of some kind with their business manager (whoever that is), hopefully they pass it on to their boss.

At least this is my naive understanding