The Vertical Advantage

For years, "we support all businesses" was a perfectly good MSP pitch. Mark Whittington took the opposite path. As CEO of Ozdoc, he's built a business focused almost entirely on healthcare, a vertical where the stakes, the language, and the definition of "critical" are unlike anything a generalist MSP deals with. We caught up with Mark live at the Catalyst conference, two years on from his first MSPs in Conversation appearance, to see how his thinking on verticalisation has evolved. He shares why the niche only works if you genuinely care about it, how Ozdoc is now extending into governance and compliance, what he's learned building a sales team from scratch, and his grounded take on the gap between AI hype and real business value. A short, honest conversation about committing to a vertical and the discipline it takes to do it well.