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Expertise can be surprisingly difficult to find, even in companies that have spent millions of dollars to attract and retain it. Traditional methods, such as document repositories and static directories, are inadequate because expertise, unlike other assets, depends on the context—making it difficult to describe and classify.
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The market is smaller than conventional wisdom suggests, and most of today’s medical travelers seek high quality and faster service, not lower costs. However, the potential for growth is significant.
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