This can be nicely compared with booking.com, where hotels get great benefits from the platform. Because market for hotels is so much different. You are not going to look for a doctor on the other side of country.
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.
In the doctor + booking.com, I’m a digital nomad and absolutely would look up a doctor in NotMyHomeTown. The mild annoyance for me is that doctors usually have an on boarding process that talk on additional time and money to any visit. It’d be wonderful, but quite possibly not practical, to have a medical history that a doctor could access instantly so I don’t have to fill out a bunch of stuff & pay extra. Same for dentists.
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.