You are correct - this framework is terribly generic! As a general rule: don't trust the frameworks given in cases. They tend to be oversimplified AND there is rarely one single good framework for a case...so, even in the off-chance they have a good framework, you should write off your own just because it's different!
My general approach would be to a) Look to identify additional medical instruments + related services we could sell b) grow the health case software business, particularly to not large hospitals (i.e. expand customer based) c) Sell existing instruments + services to other countries/markets.
This is a bit oversimplified, but it's my quick and dirty framework on a Saturday morning!