How to Use Non-Clinical Data to Deliver Better Services

How do we get organizations to use non-clinical data to help deliver better services? Simon, can you expand on that question a little bit? It's an interesting question because, obviously people ask you what you do. I think there is a bit of a conflict issue around it. You're either a clinician or a healthcare administrator. Even if you're in the hospitality there, where's the register? Which is the mobile window? I think it's house of organization. Do we actually... The clinical data is an important element. But there's a whole load of resource authorization, task management, CQM-type things you should be using for data integration with digital.