I think what Frank says is absolutely spot-on with one exception. In healthcare, you might not have as much choice as you think. Ultimately, if you are dependent on adoption of your solution by multiple stakeholders, you should engage early and equally with all stakeholders so as to understand the eventual objections you'll have to overcome and hopefully acquire some early evangelists but focus on where there is least resistance to try and build a forcing function that reduces resistance to the change you're trying to make.

I built an online service in the late 90s that was sold to employers and adopted by individual employees. The Company was subsequently acquired so happy to talk to share that experience with you in a call.