by Robb Vaules, CEO Yellowcross Healthcare Commerce
Foreword by Paul E. Berger, MD, Founder and Former CEO of NightHawk Radiology Services
Practicing in the Cloud: Building, Scaling, and Optimizing B2B Telemedicine Ventures
The Complete B2B Telemedicine Playbook
Over 23 years building, operating, and marketing healthcare companies—including transforming teleradiology from experimental concept to standard practice. This isn't theory or a consultant’s observation. It’s the operational playbook from someone who built real B2B telemedicine ventures, survived every crisis, and learned exactly what separates billion-dollar platforms from expensive cautionary tales.
Practicing in the Cloud delivers 660 pages of battle-tested frameworks, verified metrics, and unfiltered operational truth about building and scaling B2B Telemedicine enterprises. Across 17 chapters and three sections, you’ll master seven capability domains and six strategic patterns drawn from 65 years of telemedicine history—culminating in a 90-day implementation roadmap. It’s the definitive blueprint for capturing your share of the $104 billion Telemedicine Ventures market before your competitive window closes.
This book exists because too many brilliant physicians fail in telemedicine for preventable reasons. They have clinical excellence and market access—but lack the systematic operational frameworks that turn opportunity into profitable, scalable B2B Telemedicine enterprises generating 40–55% margins on $100K–$2M annual contracts.
You’re about to get those frameworks.
VISIT YELLOWCROSS AT RSNA 2025
Visit Yellowcross at RSNA 2025, taking place November 30 - December 3 at McCormick Place in Chicago, where we'll be showcasing our practice management solutions at booth 6501 in the North Hall.
Our booth will be open during the Technical Exhibits hours from 10 a.m. to 5 p.m. CT daily, offering consultations on how to optimize your radiology practice operations and workflow. Stop by to learn how Yellowcross can help streamline your practice management, improve efficiency, and enhance your business performance.
For Press inquiries, please visit the Press Kit link
or email press@yellowcross.com
Who This Book Helps: Builders of B2B Telemedicine Enterprises
✅ Physician-entrepreneurs scaling enterprise telemedicine ventures
✅ Healthcare executives building B2B telemedicine divisions within health systems
✅ Chief Strategy Officers evaluating $2.4B health system opportunity
✅ Medical directors responsible for clinical excellence and P&L performance
✅ Private equity investors assessing telemedicine acquisition targets
Not for: Solo practitioners, consumer-focused telehealth apps, organizations seeking clinical protocols (this is 100% strategic/operational business frameworks for B2B enterprise markets).
Dr. Paul E. Berger, Founder & Former CEO, NightHawk Radiology Services
"The healthcare executives and physician-entrepreneurs who need this book already know something's broken in healthcare delivery. They sense opportunity in the chaos. What they lack is a systematic playbook for capturing that opportunity without sacrificing clinical quality or physician autonomy. You're holding that playbook."
Complete Book Structure
Section I: The Strategic Foundation
(Chapters 1-5)
Establish your fundamental choice between B2B enterprise telemedicine (40-55% margins, $100K-$2M annual contracts) versus B2C consumer telehealth (commodity pricing, sub-$500 LTV). Master the five strategic patterns from 65 years of telemedicine evolution. Understand cloud architecture advantages and assess market opportunities using validated frameworks.
Section II: The Seven
Capability Domains
(Chapters 6-12)
Systematic implementation toolkit for each domain. Financial Architecture comes first because cash flow crises kill ventures in 90-120 days regardless of strategic clarity. Each subsequent domain builds on previous while strengthening those that follow, creating compound advantages competitors cannot replicate.
Section III: Advanced Implementation Excellence (Chapters 13-17)
The Integration Multiplier explains exponential value creation when domains connect (3×3×3=27 vs 3+3+3=9). The Transformation Divide shows why some organizations multiply value while others merely add. Quick Wins provide high-impact initiatives generating immediate ROI within 30 days. The 90-Day Roadmap converts momentum into permanent competitive advantage.
WHAT PEOPLE ARE SAYING ABOUT "PRACTICING..."
"As a teleradiology executive with over twenty years of experience, I can say that I have never seen such a comprehensive assessment of the challenges facing the industry today. I was able to follow our own practice path from startup to growth to market leader, nodding in agreement at each description of and solution to the obstacles facing practices in each of these developmental phases. The portrayals of market forces are accurate, and the solutions provided are easily applied and practical. The organization of the book makes it a highly efficient read that delivers exactly the necessary information for each stage of practice evolution. I highly recommend this publication and wish it had been written twenty years ago."
Benjamin W. Strong, MD
Chief Medical Officer
Virtual Radiologic
“After two decades building and scaling telehealth enterprises, I’ve learned that success isn’t just about the tech, it’s about disciplined execution and the people who make it real. Practicing in the Cloud distills that truth into a structured playbook for every stage of growth. Robb Vaules doesn’t just describe how to build a telemedicine business; he lays out the frameworks, choices, and cultural imperatives that separate the winners from the well-funded failures. This is the operator’s guide our industry has been missing.”
Shannon Werb
Chief Executive Officer
Array Behavioral Care
73% of Telemedicine Startups Fail
Here's the Playbook the Other 27% Don't Want You to Read.
Amazon burned $3 billion on Amazon Care. Babylon Health lost $1.5 billion. Done Global faces federal charges and $100M in penalties. Meanwhile, companies following the patterns in this book built $750M+ revenue enterprises that dominate their markets.
The difference? They knew the five strategic patterns from 65 years of telemedicine history that predict success with frightening accuracy. They understood why vocabulary alone determines whether hospitals see you as a vendor worth millions or a commodity they'll never buy. They mastered the seven operational domains that separate market leaders from expensive experiments.
The B2B Telemedicine vs B2C Telehealth Decision
Make the $104 Billion Market Telemedicine Ventures Choice That Determines Your Future
The telemedicine market reached $104.64 billion in 2024, but choosing between B2B enterprise contracts and B2C consumer models determines everything—from pricing power to cash flow to long-term viability. This book's Strategic Revenue Model Decision Matrix reveals the four quadrants for optimal positioning. You'll understand exactly which model fits your capabilities, market position, and growth objectives before making an irreversible commitment.
WHAT PEOPLE ARE SAYING ABOUT "PRACTICING..."
I highly recommend Robb Vaules' “Practicing in the Cloud." Robb's book is immensely practical for guiding you to start and grow a successful health care venture. As a former CIO and leader of telemedicine, I can say this guide will help you focus on building the right foundation and avoiding dangerous pitfalls. Now, as an investor, I can say this book can help you fund growth while aligning with your leadership and exit goals. In “Practicing in the Cloud," you'll find engaging personal stories and a deeply researched and tailored path for an entrepreneurial journey.
Scott Whyte
Partner, Value Creation
Health Enterprise Partners
"Practicing in the Cloud" is a strategic playbook written for healthcare executives and physician-entrepreneurs building business-to-business telemedicine platforms. The book laser-focuses on enterprise-grade clinical services rather than consumer-facing telehealth apps. Robb Vaules insightfully emphasizes operational excellence, strategic clarity, and integration over the "latest and greatest" technology hype.
Kenneth L. Serra MD
Chief Medical Officer
Yellowcross
The $200B B2B telemedicine market rewards integrated domain excellence with 10x-50x returns—but 73% of digital health ventures fail within five years.
You're sitting on enterprise contracts worth $100K-$2M annually with 85%+ renewal rates. Your competitors are burning through venture capital chasing consumer downloads. The opportunity gap has never been wider—but execution determines everything.
Without systematic domain integration, strategic clarity becomes expensive planning. Organizations generating millions in revenue routinely experience 30-40% drops during telemedicine transitions. Cash flow crises kill promising ventures in 90-120 days regardless of clinical excellence. Every month without proper financial architecture represents permanent competitive disadvantage.
This book gives you the seven-domain framework that separates billion-dollar enterprises from expensive failures. Proven systems for financial architecture, revenue engineering, organizational transformation, technology infrastructure, quality governance, strategic partnerships, and capital optimization—built from 65 years of telemedicine evolution and validated by organizations achieving 40-55% margins.
The Seven Capability Domains
| Domain | Strategic Focus | Competitive Impact |
|---|---|---|
| 1. Financial Architecture | Working capital optimization & physician compensation models | Release $2.8M in typical 50-physician practice; survive 3-6 month transition period |
| 2. Revenue Engineering | Enterprise pricing & sustainable unit economics | Achieve LTV:CAC ratios of 8:1-12:1 vs B2C's sub-2:1 |
| 3. Organizational Transformation | Culture change & clinical excellence delivery | Reduce physician turnover 40%; create values-based hiring systems |
| 4. Technology Infrastructure | Cloud-native architecture & API integration | Enable 50-75% efficiency gains vs 15-25% for cloud-enabled competitors |
| 5. Quality Governance | Compliance frameworks & enterprise trust | Achieve HITRUST certification; eliminate audit findings |
| 6. Strategic Partnerships | Health system relationships & market access | Secure enterprise contracts with 18-month sales cycles |
| 7. Capital Optimization | Funding strategy & valuation acceleration | Command 10x-50x revenue multiples vs 2-3x for fragmented competitors |
The integration multiplier: Single domain mastery creates 1x impact. Connected domain pairs generate 3x-5x returns. Full seven-domain integration delivers 10x-50x exponential value.
Each domain chapter includes:
- One primary strategic framework (implementation-focused, zero theory)
- Comprehensive case studies with real metrics and timelines
- Domain-specific risk mitigation protocols
- Integration points showing how each domain strengthens the others
- 90-day implementation roadmap with week-by-week milestones
About the Author
Robb Vaules, CEO Yellowcross Healthcare Commerce
Robb Vaules built, operated, and marketed telemedicine companies before most executives knew what telemedicine was. Over 30 years in aadvertising, technology, and healthcare, including 23 years transforming teleradiology from experimental concept to standard practice.
Robb brings practitioner credibility—not consultant theory. The frameworks in this book come from actual market battles: surviving two near-death experiences, scaling companies to $50M+, negotiating enterprise contracts worth millions, and watching competitors fail while learning why some organizations multiply value while others merely add.
Currently leading Yellowcross Healthcare Commerce, a practice management organization that helps physician groups and hospitals thrive in telemedicine by unifying strategy, operations, finance, and compliance under integrated frameworks. Headquartered in Scottsdale, Arizona.
The B2B vs B2C Decision
Make the $104 Billion Market Choice That Determines Your Future
The telemedicine market reached $104.64 billion in 2024, but choosing between B2B enterprise contracts and B2C consumer models determines everything—from pricing power to cash flow to long-term viability. This book's Strategic Revenue Model Decision Matrix reveals the four quadrants for optimal positioning. You'll understand exactly which model fits your capabilities, market position, and growth objectives before making an irreversible commitment.
About Yellowcross Healthcare Commerce
B2B Telemedicine Practice Management Experts
Yellowcross Healthcare Commerce is the Practice Management Organization behind this book—and the company that proves these frameworks work in the real world.
We help physician groups and hospitals thrive in telemedicine by building practices from the ground up, evolving existing organizations, repairing struggling operations, and preparing practices for future demand. We cover the full lifecycle: strategy and development, operations and workflow optimization, financial management and payor contracting, recruiting and credentialing, technology infrastructure, compliance and risk management, business development and branding.
Our philosophy is simple: telemedicine practices should focus on clinical excellence while we manage the operational complexities. By unifying strategy, operations, finance, and compliance under one framework, we empower physicians and administrators to scale confidently in the cloud era.
Headquartered in Scottsdale, Arizona, Yellowcross supports clients nationwide with comprehensive, fractional, and consultative solutions tailored to each organization's needs. Our mission: enable physician groups to succeed in telemedicine by delivering the tools, infrastructure, and intelligence that transform challenges into competitive advantages.
Yellowcross | 10458 E Jomax Rd #100 | Scottsdale, AZ 85262
Main: (833) 384-3968 | Fax: (480) 630-0851 | info@yellowcross.com
For Press inquiries, please visit the Press Kit link
or email press@yellowcross.com
Get Your Copy
660 Pages. Six Proven Patterns. 90-Day Roadmap. Your Complete B2B Telemedicine Blueprint.
PRACTICING IN THE CLOUD
Building, Scaling, andy Optimizing B2B Enterprise Telemedicine Ventures
Text © 2025 by Robb Vaules
Copyright © 2025 Yellowcross Healthcare Commerce, LLC
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the prior written permission of the publisher, except for brief quotations in critical reviews or articles.
Published by: Yellowcross Healthcare Commerce
Scottsdale, AZ USA
First Edition: November 2025
ISBN: 979-8-9933158-1-2 (Paperback)
ISBN: 979-8-9933158-2-9 (E-book)
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E-book - $150.00
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Available Soon On: Kindle/Amazon
FAQs
Q: Is there a digital version?
A: Yes, the e-book will be available in December 2025.
Q: Can I buy in bulk for my organization?
A: Yes. Contact robb.vaules@yellowcross.com for volume pricing on orders of 10+ copies.
Q: How is this different from other telemedicine books?
A: Most telemedicine books focus on clinical implementation. This is the first comprehensive guide to building and scaling B2B telemedicine enterprises—covering revenue models, compliance architecture, payer contracting, and operational frameworks.
Q: Do you cover HIPAA and compliance?
A: Yes. Chapter 7 provides a complete compliance framework including BAAs, state licensing, data governance, and audit readiness—designed for multi-state telehealth operations.
Q: Is this only for physicians?
A: No. This book is for physician-entrepreneurs, healthcare executives, practice administrators, digital health directors, and anyone building or scaling B2B telemedicine enterprises.
Q: Can the author speak at our conference or organization?
A: Yes. For speaking inquiries, contact robb.vaules@yellowcross.com with event details and preferred topics.
What You Get
The Complete Implementation Package:
- 17 chapters across strategic foundation, operational domains, and execution
- 6 strategic patterns from 65 years of telemedicine history
- 7 capability domain frameworks with real implementation metrics
- 90-day roadmap with daily milestones
- Case studies from NightHawk (1,350 hospitals), TeleSpecialists ($50M revenue), and more
- Real numbers: capital requirements, sales cycles, margin expectations
- Frameworks, checklists, and assessments throughout
This isn't a $35 business book with theory. This is the $50 million education Robb Vaules paid for—so you don't have to.
Why $150?
Most business consultants charge $500/hour. This book contains:
- 30+ years of telemedicine experience
- Frameworks that built $750M+ enterprises
- Patterns that predicted $3B+ in failures
- Implementation roadmaps that typically cost $50K+ to develop
One prevented mistake saves you the cover price 100x over.
A single avoided failure pattern (worth millions) pays for this book thousands of times. One enterprise contract closed faster (18 months → 12 months) generates $500K+ in accelerated revenue. One domain optimization (DSO reduction) frees $2.8M in working capital.
The question isn't whether you can afford this book. It's whether you can afford not to have it.
The infrastructure exists. The enterprise buyers are ready. The only question is whether you'll act on this knowledge or watch competitors capture the value you could have claimed.
Read this book. Follow its frameworks. Build something permanent.
© 2025 Yellowcross Healthcare Commerce, LLC. All rights reserved.