I've been researching medical market a lot. There are many reasons why appointment and practice management software isn't a great business. But the number one reason is that it doesn't create a great value for doctors. Patients will still come and use the same doctor, insurance companies will still pay them the same, it won't bring new patients, it will not make it easier for doctor to manage his practice since he still has to have a nurse which does this.
On another hand, it makes it easy for their patients to go somewhere else since EHR need to be completely available to patient. This is an unnecessary risk.
So if one wants to make an appointment/booking software, would have to look for things that would bring new customers. Helping with discovering places.
People bash bad UX and buggy software all the time, like "those developers are sooo bad".
What they mostly don't realize that software is only as good as much someone is willing to pay for.
But then on researching it deeper I discovered the basic problem with the market is that doctors won’t pay enough on a monthly basis for a high-touch sales process and they still mostly insist on one or more personal visits before buying the product. So, you basically lose money on every customer for the first year or two, meaning it is really hard to build a sustainable business. I got access to the financials of two of the existing players, and they were not good. They did the minimum investment into the product they could get away with because the market wouldn’t allow for more than that.