Regulations & Certifications - I would suggest trying to link your offering to fill a need a hospital has based on a regulation or certification they are trying to attain. For instance, critical results communication and documentation for test results is an important and necessary duty of hospitals for JCAHO certification. A simple example is if a Head CT demonstrates bleeding in the brain, the ordering provider needs to be alerted by the radiologist interpreting the exam. JCAHO will audit EMRs to ensure this was performed and use this in the certification process. Numerous other examples exist. If your technology could help hospitals address and manage this you could get the attention of the execs.