Start-up firms looking for inroads in the health care industry should look for customers who understand their vision. That was one piece of advice offered by Jonathan Bush, CEO of athenahealth, during a session at the Health 2.0 conference taking place this week in Boston.

“Culture trumps capability,” he told the group of entrepreneurs and venture capitalists in attendance. He told the story of how the billing services/EHR/practice management system vendor made large inroads in the Ohio during the firm’s early days. Two staff at the Ohio State Medical Association personally clicked with Bush and championed the company’s services to its physicians. “We wound up with 14 percent of the docs in Ohio,” Bush said.

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