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20 Best Medical Practice Management Systems in 2024

What is the best medical practice management system in 2025?
The best medical practice management system in 2025 is AthenaHealth, owing to its comprehensive medical practice management solution. The program is simple to use and navigate, with significant patient charting, scheduling, telemedicine, and e-prescribing features as well as front-office billing functions.

The healthcare industry’s landscape is continually changing and becoming more complex. Coordinating everyday healthcare business activities–from patient scheduling to accessing and managing patient records, to billing and receiving payment for services–can be hard and demanding. If things go wrong, the entire healthcare center will suffer.

Changes in healthcare regulations and processes may upset patients, thus affecting clinical appointments and revenue. Likewise, administrative loads may burn out health practitioners, resulting in career dissatisfaction. Small adjustments to workflows can often boost both patient and physician gratifications. This is why technologies that support non-clinical functions, such as medical practice management software, deserve special consideration.

With this goal in mind, physicians and medical institutions must choose which medical practice management system best meets their specific business demands. This article will discuss the best medical practice management systems today to help you choose the right fit.

best medical practice management systems

All physicians, whether they manage their practice or work for a hospital or a larger health system, face a host of challenges every day. Doctors may find it difficult to run their practice while also ensuring that their patients receive the degree of attention and medical treatment that they deserve.

Soon, it’s unlikely that anything will change about the trend of physicians becoming more and more overburdened by paperwork, hassles with administration, and regulatory requirements. Physicians’ time with patients is limited by prior authorizations, quality standards, and other challenging issues, which negatively affect physician job satisfaction.

Doctors complain about limited time with patients and shortened working hours as a result of inefficient electronic medical records (EMR). Research reveals that whereas patients only receive 27% of a doctor’s time, the EMR takes up more than 50% of the time a doctor spends with patients.

physician's time spent on inefficient EMR software

Independent doctors are also having a harder time getting paid each year. According to the Centers for Medicare & Medicaid Services (CMS), around 15% of evaluation and management services are improperly reimbursed. Claims are denied by payers for two reasons: incorrect coding and inadequate documentation.

One way to address these and other relevant issues is by using a medical practice management system. This article will present a list of the best medical practice management systems in the market today with a comprehensive description of each to help you choose the best system for your needs.

Best Medical Practice Management Systems

1. AthenaHealth

AthenaHealth dashboard

AthenaHealth is a comprehensive medical software package that includes an electronic health record (EHR) system, medical practice management software, and medical billing features. It supports patient participation and record management. Aside from front-office billing, AthenaHealth offers patient charting, scheduling, telemedicine, and e-prescribing technology. Furthermore, the system allows users to customize weekly and monthly reports with virtually unlimited criteria. These reports give data-driven insights that the practice may use to support its business process management and improve overall business operations.

Detailed AthenaHealth Review

This medical practice management system is easy to use and navigate. Its user interface is simple, and everything is set up so that users can simply enter patient information. Additionally, the system’s best features are its templates and text shortcuts. The ability to add drop-down menus and text boxes to text shortcuts are quite handy for designing templates. Also, offering the same template to other people using the opportunity to share such shortcuts are quite practical. Moreover, Athena’s prescription side, Epocrates, is very beneficial for determining pharmaceutical interactions.

In addition, customer support and account managers are responsive. Likewise, the system is also transparent and open; users can see everything that has happened and who did it. Also, the mobile app is straightforward to use, and seeing photographs of the providers is very handy to users.

Interested parties may learn about enterprise pricing and other product specifics by directly getting in touch with AthenaHealth.

2. Practice Fusion

Practice Fusion dashboard

Practice Fusion is a cloud-based ambulatory electronic health record (EHR) platform in the United States that enables medical practices to provide better care to patients. It offers intuitive and simple-to-use health IT solutions to independent medical practices. The system supports access from nearly any device, simple charting, seamless e-prescribing, integrated policy support, and hundreds of laboratory and imaging linkages. It is an easy-to-use EHR that allows for e-prescribing and accessing patient data from anywhere there is an internet connection, straightforwardly and securely.

Detailed Practice Fusion Review

Practice Fusion is quite easy to set up and utilize. The system uses a common template system that may be customized to match the practice’s needs and save time for healthcare practitioners. Additionally, the ability to e-prescribing directly from patient charts is a helpful tool that allows physicians and staff to save time. Likewise, the customizable templates are amazing and practical for the users. Overall, Practice Fusion is an excellent value for money.

A free trial is offered by the vendor. Furthermore, information about Practice Fusion’s enterprise pricing is available upon request. Contact the vendor for more information and a price quotation.

3. Cerner EMR

Cerner EMR dashboard

Cerner EMR is a comprehensive database with a wide range of features. Cerner developed this medical practice management system to enable healthcare workers to electronically store, collect, and retrieve patient health information in both acute and ambulatory settings.

Regardless of the user’s prior expertise with electronic medical records or EMR, Cerner is typically straightforward to use as there are not many difficult hidden items to find. Likewise, the progress noting feature is very customizable and may be linked to certain user templates and profiles.

Detailed Oracle Cerner Review

Furthermore, individualized security levels are also highly programmable, with menu groups, user-specific access control, homepage themes, credentials, and other options to limit what a clinician or staff member may see and do. However, users can only have two patient charts open at the same time, which is troublesome if the personnel is attempting to multitask or if the job requires the user to have many charts open at the same time.

Enterprise price information for Cerner EMR is only available upon request. Potential clients may get more information and a quote by reaching out to the vendor.

4. TherapyNotes

TherapyNotes dashboard

TherapyNotes enables mental health therapists to efficiently manage their practices by providing an easy-to-use, secure platform for notes, billing, scheduling, and more. By reducing administrative procedures, this medical practice management system saves practitioners time and energy, enabling them to concentrate on providing the best possible care to their patients.

The system works quickly and offers a simple user interface. The progress note templates greatly simplify the documentation process. Likewise, scheduling is straightforward, and appointments may be readily planned and modified. Also, users may find the e-signature option and customized forms for items like insurance very handy.

Detailed TherapyNotes Review

Furthermore, a to-do list for each customer allows users to see the overall picture of transactions in the system while simultaneously refining their focus tasks. Thus, it encourages users to adhere to the schedules and required paperwork. Moreover, it guarantees that the documentation can withstand audits and is clear and simple to use.

However, getting payments to match with dates of service can be tricky at times, and the system may not always manage adjustments and other taxes well. Still, customer support employees respond swiftly to any technical issues that may arise.

TherapyNotes provides a variety of business pricing plans for various user categories. The cost for the first clinician begins at $49 per month. Additional clinicians are $30/month, while intern users are $20/month. A free trial is also offered by the vendor.

5. Sevocity

Sevocity dashboard

Sevocity is a cloud-based medical solution perfect for clinics searching for a fully customizable electronic health system. The system offers unrestricted customization choices, unrestricted personalized training, and live telephone support from a US-based team every day of the year. Sevocity has pre-built specialist content as well as the ability to develop templates, a favorites list, and workflows that are unique to each practice and even each supplier. The medical practice management system also includes free bi-directional access to any practice management or billing system.

Detailed Sevocity Review

The system is easy to use and learn. Users may be drawn to Sevocity’s capability of creating original templates and flow sheets. However, because only one user may be in the chart at a time, staff cannot assist users in entering information while another person is using the chart. Furthermore, there is no iPad or iPhone app. Likewise, users report that with each upgrade, the system becomes more difficult to use. Nonetheless, a reliable customer service staff is always ready to assist users when issues arise.

Sevocity has two pricing plans. The EHR plan costs $369 per month, while the EHR+PM plan costs $599.

6. DrChrono

DrChrono dashboard

DrChrono provides a full medical practice management system that can be customized to the specific needs of clinics, large or small. The solution offers real-time eligibility checks, automatic reminders, task management, single data entry, integrated billing, online check-in, and other features to help streamline practice operations. Also, DrChrono caters to both small single-provider clinics and large medical group practices with specialized customizations.

Detailed DrChrono Review

Because DrChrono is a pioneer and a partner of Apple Health, the program works effortlessly with the MacBook, iMac, and iPhone. It is fully cloud-based, with the option of using an iPad. Likewise, the support team for the product offers efficient and comprehensive assistance. It also offers short video courses that handle the majority of issues without the need to contact support. Furthermore, the system allows reliable, integrated systems like credit card processing.

A free trial is offered by DrChrono and a paid version is also available. However, some users report that the price for new users rises every year. Nonetheless, the company keeps current payers at the same monthly amount they started with. For details on pricing and other information, potential users may contact the vendor.

7. Centricity EMR

Centricity EMR dashboard

Centricity EMR is an ambulatory medical practice solution that aims to deliver tailored healthcare to each patient’s needs to provide better treatment and outcomes. This medical practice management system is simple to use, explore, and search. Patients’ records are easily accessible and analyzed within the system. The use of search and filtering technologies allows for the quick retrieval of essential information. Furthermore, an incorrectly added remark may be easily updated, modified, or erased.

To do tasks quickly, the program may open many windows. Accordingly, users save time by not having to navigate between pages. Likewise, the patient portal makes it simple for patients to utilize, and the scheduling tool is simple to set up. In addition, many templates are preloaded for quick access to help patients, which allows for more efficient work and document preparation. Also, Centricity connects with other charting software, which helps in maintaining patient data up to date.

Detailed Centricity EMR Review

However, it can be difficult to enter information into the system at times, and there is a lot of lag that may cause delays. When several people are using Centricity EMR simultaneously, it usually crashes or freezes. As such, patients may not be evaluated while the entire system is down since prior medical records cannot be viewed for reference. Also, after logging out of another account, the application may occasionally need to be completely restarted.

Centricity EMR enterprise price plans are customized to each customer’s specific requirements. Customers pay annual support and maintenance costs in addition to one-time installation and implementation fees. For further details, interested clients may get in contact with the vendor.

8. PointClickCare

PointClickCare dashboard

PointClickCare helps healthcare providers handle the challenges of elder care by assisting them in improving the lives of their residents, increasing financial and operational health, and reducing risk. PointClickCare’s cloud-based software platform connects healthcare providers throughout the senior care continuum with easy, legal solutions for better resident outcomes, enhanced financial performance, and staff optimization. It takes a person-centered approach to manage senior care.

Detailed PointClickCare Review

The excellent census tracking provided by PointClickCare enables Medicare’s 100-day billing and MDS restriction to be met. Likewise, cash applications are simple to use. Thus, any payment concerns may be investigated immediately to see whether the discrepancy is the result of erroneous write-offs, billing, or even census. Furthermore, billers can ensure that all concerns from the previous month have been correctly handled, thanks to the planned and speedy month-end closure procedure.

Information on the SMB and enterprise pricing for PointClickCare is only available upon request. For more information and to request a quote, parties may get in touch with the vendor.

9. Claimocity

Claimocity dashboard

Claimocity is an AI-enhanced mobile practice management and revenue cycle software that combines time-saving smart automation technologies with 24/7 concierge-level service and end-to-end industry-best billing metrics. Smart Census, EHR, Accelerated Mobile Charge Capture, Claim Tracker, Code Assist, Proprietary Rules Engine, and Practice IQ Reporting are some of its key features.

Claimocity integrates office scheduling and electronic health records, which allows healthcare businesses to host their whole roster of providers in a single piece of software. Likewise, it simplifies and makes things easier to investigate and figure out concerns to complete tough jobs or reports. Also, users may track their performance on a daily and monthly basis.

Detailed Claimocity Review

The system offers a slick, graphic user interface that is simple to use regardless of device. It is designed as a cross-device internet gateway, making it simply accessible and adapted for desktop computers, laptops, tablets, and mobile devices.

Claimocity cost varies depending on the size of the practice, group, or individual software license. Potential users may get a quote by contacting the vendor directly.

10. Allscripts EHR

Allscripts EHR dashboard

Allscripts EHR is the go-to solution for small to mid-sized medical offices looking to offer better, safer patient care, streamline operations, and increase income. The system works well with ACOs, Patient-Centered Medical Homes, and Federally Qualified Health Centers.

Allscripts EHR is simple to learn and use. Each patient’s information is organized efficiently so users may easily find what they are looking for. Likewise, users may follow tasks or messages for a certain patient, allowing them to remain on top of specific activities.

Detailed Allscripts EHR Review

Furthermore, users may also defer tasks or messages for as long as they like, and these will reappear on their desktops when the time comes, allowing them to follow up as needed.

Correspondingly, this medical practice management system allows users to submit prescriptions with the click of a button, thus saving time.

Yet, some users complain that the cloud-based system is unstable and customer service may be inadequate. Also, completing Healthcare Effectiveness Data and Information Set (HEDIS), meaningful use, and patient-centered medical home tasks may take longer.

Pricing information for Allscripts EHR is only accessible upon request. Interested parties may contact the vendor for more information and a price quote.

11. Clockwise.MD

Experity dashboard

Clockwise.MD, now Experity Patient Engagement, provides online self-scheduling and queue management solutions for urgent care clinics, health systems, hospitals, outpatient laboratory clinics, and specialized care clinics. This medical practice management system offers on-demand and blended care clinics with patient engagement solutions, focusing on small to large urgent cares, hospitals, health systems, and specialty care clinics.

Clockwise.MD is simple to set up, requires minimal staff training, and is user-friendly. It works well for making same-day reservations and determining wait times. Patients can call the clinic, and staff will organize appointments for them. Likewise, online bookings can be made by patients themselves. Furthermore, patients who provide their phone numbers can receive SMS updates and reminders.

Detailed Clockwise.MD Review

However, reports are not as simple as users would want them to be, and there is no ability to customize the system to their specific needs. In addition, the system sometimes deletes appointments that are booked too far in advance. In general, it may be glitchy and regularly bogs down. This presents significant challenges since it connects with the EMR and billing system. Nonetheless, customer service is swift and effective in addressing issues.

Clockwise.MD is available in three pricing plans—Clockwise.MD Queue, Clockwise.MD Survey, and Clockwise.MD Patient Paging. Pricing information for each product is available upon request from the vendor.

12. OpenEMR

OpenEMR dashboard

OpenEMR is a popular open-source electronic health record and practice management tool. This medical practice management system provides an excellent alternative to its proprietary competitors, with its volunteers and contributors preserving OpenEMR’s status as a free, open-source software solution for medical practices that value openness and collaboration.

For more than a decade, important features of Open EMR has been maintained by its network of volunteers and contributors. Furthermore, OpenEMR supports over 30 languages, numerous customizations, and complete data ownership. Likewise, users in need of assistance can benefit from the volunteer support forum as well as over 30 vendors in over 10 countries.

Detailed OpenEMR Review

OpenEMR is easy to use and ideal for small-scale practices. Its user interface is extremely smooth and simple to use with some orientation. Also, the code is publicly available, and many data entry forms are provided. Although some understanding of setup and maintenance is necessary, volunteer support teams are extremely prompt and knowledgeable. Nonetheless, there is a learning curve, especially if modifications are needed. The specialist practice may request more customization, which must be done in-house or outsourced.

OpenEMR is free to download. Donations are welcome to support the open-source community’s efforts.

13. CureMD

CureMD dashboard

CureMD is one of the leading providers of innovative health information systems and services that improve healthcare organizations of all sizes’ administrative and clinical operations. The solutions streamline processes, simplify decision-making, and assure compliance with industry standards and best practices, eventually reducing time and effort and maximizing value and returns.

Detailed CureMD Review

The system, particularly the appointment planner, is straightforward. Additionally, some features of the program may be available through a mobile app, which is highly useful to users who are on the go. Nevertheless, the system occasionally has issues that cause lag. Also, it is more focused on a standard medical approach rather than examining alternative options. Still, customer service is average, although users may pay for better service. Nonetheless, the support team is rather helpful.

Information about CureMD’s enterprise pricing is only available upon request. Potential users may get more information and a quotation by reaching out to the vendor.

14. Salesforce Health Cloud

Salesforce Health Cloud dashboard

Salesforce Health Cloud is a dependable, integrated platform that drives the health and life sciences sectors. By merging clinical and non-clinical data into a single source of truth, the system enables customers to improve client experiences, boost operational efficiency, and effect the greatest results. Salesforce Health Cloud offers a linked experience across all touchpoints, from acquisition through care coordination, which aids in placing patients at the center of every decision.

Salesforce Health Cloud is a comprehensive solution that may transform the operations of any healthcare organization. Users may view every facility account and see the most recent actions, such as who called that facility and who wrote emails. In addition, it gathers extensive information about patients, such as appointment history, current conditions, specialists treating patients, and prescriptions, in one location.

Detailed Salesforce Health Cloud Review

Also, most of the required industry-standard templates for the whole health sector, including EHR, Accounts, and Medications, are included in this medical practice management system. Because it is designed on top of the service cloud, it has great interoperability with CTI platforms. It is a simple program to learn and use, with regular updates and new features.

However, calls are not always recorded, and users must manually log the call, which might take longer if the call was not recorded. Because shield platform encryption reduces bulk data load speed, the software may operate slowly at times.

Salesforce Health Cloud offers two pricing plans—Health Cloud Enterprise and Health Cloud Unlimited. Price quotes for both products are available upon request from the vendor.

15. AdvancedMD

AdvancedMD dashboard

AdvancedMD is a comprehensive suite of software solutions developed for mental health, physical therapy, and medical healthcare corporations, as well as independent physician practices. Practice management, electronic health records, medical billing, patient interaction tools, telemedicine capabilities, patient charts, reputation management, financial analytics, and business intelligence reporting are all features that work together to automate medical practice activities.

With the use of AdvancedMD, integrated workflows automate the patient journey and improve the patient experience, beginning with self-scheduling onsite or telemedicine sessions. Reminders of patient appointments can be issued by text or email.

Detailed AdvancedMD Review

Likewise, insurance eligibility verification for next-day patients is automated and warns staff of potential concerns. Through a patient portal, consent and intake forms are emailed and automatically added to the patient’s file. Also, users can do charting and prescriptions from a single location using a physician dashboard. Additionally, charge capture occurs within the charting process, saving the need for billing employees to copy or paste.

AdvancedMD’s cloud platform offers remote access as well as the greatest levels of data protection possible. Every mobile device may access AdvancedMD through an iOS or Android app, and it is compatible with Mac and Windows operating systems, regardless of the browser.

However, it takes a lot of setup and modification to make the platform effective and operating. Likewise, training may take weeks while other medical practice management systems have relatively shorter learning curves.

AdvancedMD’s enterprise pricing information is only provided on request. Interested clients may contact the vendor for pricing and other information.

16. MocDoc HMS

MocDoc HMS dashboard

MocDoc HMS is a hospital management system developed to help healthcare firms optimize appointment scheduling, patient check-in, and invoicing processes. It helps medical providers to increase productivity, prepare electronic prescriptions, and capture and save patients’ medical information in a single repository.

MocDoc HMS is a single platform that enables healthcare personnel to establish processes, manage sales, control inventories, and procure medical supplies. Correspondingly, practice administrators may use the program to produce custom reports, handle medical claims, and set up rules following industry requirements. Furthermore, MocDoc HMS integrates with a variety of third-party accounting programs, allowing firms to send and retrieve data across systems.

Detailed MocDoc HMS Review

The system has various features that might be quite beneficial to healthcare practices, from specialized reporting to streamlined administration and scheduling. Customer service is always kind and helpful, and their excellent advice allow everyone at the facility to use it efficiently. This medical practice management system is simple to use and accessible from any location. However, the viewing experience for mobile applications needs improvement to access the entire website.

Pricing for MocDoc HMS is available upon request. Potential users may get a specific price quotation from the vendor.

17. Kareo

kareo dashboard

Kareo web-based practice management/medical billing software with integrated electronic claims processing is one of the easiest to use and set up among medical practice management systems on the market. Its users may make appointments, check insurance eligibility, issue e-claims, receive electronic insurance payments, handle collections, save documents online, and generate customized reports.

Kareo is simple to set up, and inputting charges and submitting payments is second nature. Likewise, users can arrange things to make workflows go smoothly. The system dashboard is great, providing a lot of functionality while remaining clean and professional. Also, the clinical section is excellent since it displays all of the note’s components on one page. Additionally, the flexibility to add and remove parts is quite handy. However, the interaction checker could use some improvement, but it is still handy.

Detailed Kareo Review

Nevertheless, it might be difficult to make adjustments to previously accepted claims using the system. Also, several answer codes do not have straightforward explanations and must be searched up or phoned about.

Kareo provides a variety of plans and enterprise pricing packages for both physicians and non-physician medical workers. The four primary plans are Kareo Clinical, Kareo Engage, Kareo Billing, and Kareo Managed Billing. Kareo Clinical, Kareo Engage, and Kareo Billing all start at $110 per month. Kareo Managed Billing pricing is available upon request from the vendor.

18. eVisit

evisit dashboard

eVisit is a patient engagement system that allows healthcare practitioners to connect with patients and provide virtual treatment. The platform’s key features include appointment administration, waiting room management, patient records, ePrescription, payment processing, and more. Using a unified dashboard, physicians may encrypt patients’ information, get reservation reminders, take notes during observation, and exchange attachments with patients.

eVisit is easy to use and requires little maintenance. Along with its interface-building capabilities, eVisit’s customizability is a strong selling factor when choosing a telehealth platform. Furthermore, face-to-face communication with patients who live far away, online payment options like mobile payment systems, real-time charting, and pharmacy usage are some of its great features.

Detailed eVisit Review

While it covers basic notes and allows users to construct templates, it is not a charting EMR. Nonetheless, some of its features would be beneficial, such as the ability to book a patient personally, charge repeated costs, and impose no-show penalties. Yet, there appear to be some problems with time zones.

eVisit enterprise pricing details are only available upon request from the vendor.

19. PatientPop

PatientPop dashboard

PatientPop is a full practice development platform for private medical and dental clinics in the United States looking to expand their patient base and enhance practice administration. The system also improves a company’s online presence and reputation while automating time-consuming front-office tasks to help the practice grow. As a result, PatientPop helps the practice improve its patient relationships and provide the best contemporary experience possible by extensively integrating with commonly used electronic medical records, particularly those by the top EMR software companies.

Detailed PatientPop Review

The seamless integration of PatientPop with Practice Fusion for reviews and reminders improves patient communication and feedback. Likewise, the firm is open to suggestions about what works best for the practice. When users offer recommendations or adjustments, PatientPop listens, evaluates, adapts, and improves the platform. Its great features include the ability for patients to engage with one another, plan appointments, and use telemedicine.

However, PatientPop appointments cannot be immediately moved to Practice Fusion and vice versa, resulting in appointment spots being blocked on both sides. It is slightly slower than other desktop tools due to its cloud-based nature. More significantly, some employees can find it difficult to manage this new system.

PatientPop pricing and additional product information are available from the vendor.

20. RXNT Practice Management

rxnt dashboard

RXNT Practice Management is a comprehensive healthcare software solution that enhances clinical outcomes and RCM in the healthcare setting. It comes with cloud-based Practice Management with Billing & Scheduling, Electronic Health Records with Patient Portal, and certified E-Prescribing (eRx) software. Predictable and transparent pricing includes free setup, training, support, mobile applications, and other benefits. The “Full Suite” solution employs a secure, centralized database to ensure that data flows in real-time via all products, regardless of device.

Detailed RXNT Practice Management Review

RXNT is simple to use and offers greater flexibility in medical practice administration. It provides comprehensive, cloud-based software for all sizes of healthcare professions, ranging from large physician offices to medical billing specialists around the United States. Furthermore, it is quite simple to locate a drug and electronically prescribe it. Also, the application gives drug tiers and notifies users whether or not the drug is covered by their insurance, which saves a lot of time and avoids health insurance woes. However, when looking for medications that are not on the list, the software occasionally fails. Nonetheless, the mobile app is considerably more efficient and user-friendly for electronic prescriptions.

Still, users report that several functions are slow or glitchy. Likewise, there are some crowded and unclear interfaces, and numerous components fail or malfunction in unexpected ways. Additionally, the reports and ease of checking patient payment history are not as user-friendly as those of comparable software.

RXNT Practice Management pricing plan starts at $150 per month.

Finding the Right Practice Management System

Medical practice management systems assist physicians and their staff in recording patient information, managing charge capture, billing procedures, generating reports, and arranging bookings via patient appointment scheduling apps. Fortunately, the best medical practice management systems allow you to achieve all of these while saving you time and effort.

A competent practice management system can turn an inefficient healthcare practice into a great one. The kind of medical practice management software ideal for your business focuses on patient care while enhancing back-office operations. Your staff’s workload is made simpler, and it guarantees the happiness and health of both patients and workers. After all, the goal of the practice is to help people feel better, live better, and be healthier. Find the right medical practice management system for you.

Louie Andre

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. From pitch deck to exit strategy, he is no stranger to project business hiccups and essentials. He has been involved in a few internet startups including a digital route planner for a triple A affiliate. His advice to vendors and users alike? "Think of benefits, not features."

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