The purpose of this study is to follow the role that vendors of academic, instructional, educational, and communications technologies play in exchanges with their purchasing partners to promote the sale of educational technologies for medical academics. This study used a qualitative methodology through an Interpretative phenomenological (IP) approach. An IP approach explores vendor knowledge, background, and experiences related to the commercial exchanges of telehealth and telemedicine technology sellers in the United States. Interviews were conducted with sixteen vendors involved in telemedicine\telehealth sales throughout the United States. Data obtained from interviews provided the findings for this study.