Not quite, they are small business owners. Small businesses need revenue to stay afloat, so they like to make and save money. You can target them like any other small business. Ask for the person around with the most authority (doc is probably with patients), tell them you can save them money and how you can do it or to see if they can set up a meeting of some kind with their business manager (whoever that is), hopefully they pass it on to their boss.

At least this is my naive understanding