For many e-commerce service companies, healthcare might well be described as the holy grail of industry markets. After all, by sheer size and diversity, the market for digital healthcare, which includes e-commerce, mobile, database and customer service and customer relationship management among others, is estimated to be about five times bigger than the market for business-to-consumer e-commerce services.

Forrester Research Inc. estimates retailers  of all sizes spend about $6.1 billion annually  on e-commerce products and services.  In comparison, healthcare organizations—including hospitals, health insurance  companies, doctors, laboratories, pharmacies and drug makers—are expected to spend $32 billion annually on digital healthcare  technology and related services by 2021, according to investment banker Goldman Sachs. They are spending about $10 billion now…

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