Just signed a well-known Boston hospital associated with Harvard. My perspective on this is that the have now signed so many well-regarded institutions that it is pretty obvious that they have reached the critical mass necessary to "sell" anyone, given enough time. There is a well-known book "Crossing the Chasm" by Geoffrey Moore about the many years required to get new technology adopted. There may be a parallel here with respect to service providers gaining critical mass and credibility with customers.
I used to work for a small benefit consulting company that was growing rapidly. We would compete with large companies Mercer and Watson Wyatt etc for clients. In the sales process, it helped if you could show that you had clients in the same region, similar size etc. Also how many clients you serviced in general. So I agree that AUXO should have an easier time selling with their growing book of business and unique business model.