Brand·Website·Search & digital landscape·Product modernization
A design system built on the identity you already own.
The site rebuilt from that system, live in weeks.
Found on Google, cited by AI, publishing on your own.
A modern web front end on the engine you already trust.
Each stage builds on the one before it, and every stage ships the same way: industry-standard tooling, in your accounts, documented so any developer can extend it. No custom framework you depend on. No dependence on us.
An honest read, product included. No one of them is strong everywhere.
“Answered in” = the stage of this plan that takes that piece: 01 Brand · 02 Website · 03 Search & digital landscape · 04 Noble*Direct itself
| Competitor | Where they shine today | Answered in |
|---|---|---|
| Brightree ResMed subsidiary | Scale and connections. The biggest player, wired into the most insurers and referral sources, with ResMed money behind it. | 03 · 04 |
| NikoHealth founded 2018 | Modern and fast to start. Runs in a browser, looks current, and new customers are up and running quickly. | 02 · 04 |
| Bonafide WellSky, PE-owned | Warehouse and delivery. The strongest at inventory, purchasing, and deliveries, all connected to billing. | 02 · 03 |
| bFlow independent | Billing-first. Built by billers: chasing denials and unpaid claims is what they do best, at a lower price. | 02 · 04 |
| Tennr $162M VC-backed | Not a competitor, a layer. AI that reads incoming faxes and referrals and preps the paperwork automatically. Noble has nothing like it yet. | 04 |
| Nymbl growth-equity | Cloud-native and open. Modern and mobile-friendly, built for providers who want to grow on top of it. | 04 |
| Curasev founder-led | AI-first promises. Heavy on AI for intake and paperwork. Unproven at scale, but where the market is heading. | 04 |
| TeamDME! since 1988 | A peer, not a leader. Same era and size as Noble; their edge is customization and hands-on support. | 01 · 02 |
| DMEWorks! owner-built | Also a peer. A bit better at online ordering and patient payments. | 04 |
No one of them holds more than a piece. This plan answers every row: presence in stages 01 to 03, product in stage 04, on substance none of them have: 37 years, one owner, and real humans answering the phone.
Support. Small company, founder-led, you get a human who knows your account. Brightree’s support is the single most consistent complaint in the market. Yours is genuinely your strongest asset, and it is not marketing spin.
Cost. Materially cheaper than Brightree or Bonafide. For a provider doing modest volume, that gap is the whole decision.
Billing depth per dollar. Thirty-seven years of accumulated payer edge cases, LCD quirks, and same-or-similar logic baked in. New cloud entrants are still rediscovering those rules. Noble already hit them.
Speed for power users. Veteran billers fly through Noble*Direct on keyboard alone. Most modernization projects throw that speed away; ours is designed to keep it. The new web front end gets built keyboard-first, so your fastest people stay your fastest people.
No forced upgrade churn. SaaS vendors push changes on their schedule. Noble customers control their environment.
None of this is visible online today. The plan’s whole job is making the market see it, without breaking what makes it true: the speed, the support, the control all carry forward into the modern product.
Ask the assistants for the best DME billing software and the answer is Brightree, Bonafide, NikoHealth. Noble*Direct doesn’t appear. Not criticized. Absent.
Push on Noble directly and the assessment is blunt: deep, functionally complete software, “that’s the moat” in the AI’s own words. But essentially no public presence: no G2 or Capterra footprint, no analyst coverage, no press since 2015, and a delivery model that reads as yesterday.
The AI is right. Presence is stages 01 to 03. Delivery is stage 04. That is the whole plan. Transcript July 2026, on file.
Sharpened identity, built on your equity. The Noble mark, the navy and orange, 37 years of name recognition. Refined, not replaced.
Design tokens and a component library. Color, type, spacing, buttons, cards, forms: defined once, documented, and reused by every page and screen that comes after.
On-brand by default. Anyone building for Noble, next month or in five years, starts from the system instead of guessing.
Built as: standard CSS design tokens and documented components. Readable by any designer or developer. Owned by Noble.
Fast, secure, prerendered pages with clear paths to request a demo on every one of them. Homepage, features, integrations, about, blog, contact.
Every page assembled from stage-01 components, so new pages take hours, not projects, and all of them stay on brand.
Launched carefully on your GoDaddy, with your production webhooks and services mapped and preserved. Nothing breaks on the way out the door.
Built as: plain prerendered HTML on standard foundations. No plugin runtime, nothing updating itself on a Tuesday, maintainable by any developer.
Not comps. Working pages, built from your real content, your real numbers, your real testimonials. Click one to browse it live.
How search finds you: the technical groundwork done right. Schema and structured data, clean URLs, sitemaps, metadata on every page, a full redirect map so nothing you rank for today is lost, and fast prerendered pages Google rewards. Then pages aimed at the searches DME providers actually make, so every new page is another way in.
How the AI answers improve: AI assistants can only repeat what they can read. I make the site fully machine-readable and indexed in both places the assistants pull from: Google, which feeds Gemini and AI Overviews, and Bing, which feeds ChatGPT and Copilot. More published, structured, crawlable substance means better answers about Noble*Direct.
How your footprint compounds: your social channels feed the site directly. New YouTube videos appear on the site automatically, LinkedIn posts and blog articles flow into one resource hub, and share cards make every link look right when posted. Plus the presence basics the AI flagged as missing: claimed, current profiles on G2, Capterra, and the directories buyers and AI assistants actually read.
Set up for independent success: your team writes a post and hits publish. The page, sitemap, schema, and feeds update themselves, and analytics show it climbing from your own dashboard. And independent never means alone: we stay committed, on call for whatever you need to keep growing.
Built so it’s yours: the site, the content, the analytics, and every account, all registered to Noble. Publishing is one button. No licenses to pay, no vendor in the middle, and nothing to lose if you ever switch developers.
A baseline on day one. Before anything ships, we snapshot exactly where you stand: traffic, rankings, what the AI assistants say. Every number after that is measured against it.
Your own dashboard, always on. Google Analytics and Search Console live in Noble’s accounts, wired to what matters: visits, where they came from, which pages earn them, and every demo request. Readable without us in the room.
A plain-English readout every month. What moved, what we published, what comes next. Real measured outcomes, never vanity charts.
Two honest clocks. The build has a date; the compounding has a dashboard. Search grows quarter over quarter, and you see every step instead of waiting on a big reveal.
Measured with: the same analytics tools the whole industry trusts, in your accounts. If a number is an estimate, the readout says so.
A modern web front end on the engine you already trust. The backend stays: your SQL database, your billing logic, 37 years of it. We build a new browser-based interface on top, the same product, delivered the way the market now expects. This is the direct answer to “behind on how it’s delivered.”
Nobody gets left behind. The desktop app keeps working against the same backend while the web front end rolls out beside it. Customers on older machines lose nothing; new customers see a modern product. You choose the pace.
The foundation underneath: an incremental path to current, supported .NET that works with your DevExpress version first, then stepwise upgrades. Security first, small bites, quick turnarounds, nothing breaking for the customers you have.
AI enablement for your developers: tooling set up against your codebase, workflows tuned to your stack, hands-on training. The work Michael first brought me in on.
One design language, logo to login. The new front end is built from the stage-01 system and the same industry-standard components as the site. The first impression and the thousandth screen finally match.
Built as: a standard web application on current, supported .NET, with the same component libraries as the site. Scoped and built with your engineering team in the loop the entire way, estimated line by line, started only when you say so.
The brand system, the site, the publishing tools, the product’s new front end: all built from the same parts the biggest software companies build on and maintain. No one-off component library that quietly breaks in five years and takes a full rebuild with it. You don’t maintain these parts. The industry maintains them for you.
| Custom-built system | Industry standards | |
|---|---|---|
| Who maintains the components | The vendor. Forever. Hopefully. | The industry does it for you |
| Who can extend it | The original vendor | Anyone you hire, ever |
| Documentation | However much they wrote | Industry-wide, already exists |
| Time to build | Months of groundwork | Weeks, assembly on proven parts |
| In five years | Breaks quietly, full rebuild | Still current, still supported |
Everything in your accounts from day one: code, hosting, analytics, CMS. Noble’s property from the first commit, with handoff documentation as a paid deliverable, not a favor.
Draugel Engineering is myself and my engineering partner, a senior software engineer with years of exactly this work. Every hour on this project is a senior hour. No juniors learning on your dime.
Modern sites, search architecture, and the systems that keep them maintainable, professionally, across industries and stacks.
Most recently led two cross-functional teams as Principal Full Stack Engineer, architecting platforms that drove my last company’s first profitable year.
Knowing when not to build something custom is a senior skill. A marketing site gets standard, proven foundations. Complexity is reserved for the product, where it earns its keep.
Draugel Engineering is my full-time focus: dedicated capacity and a schedule I control. The reason weeks are realistic rather than optimistic.
No account manager, no handoff, no ticket queue. Questions answered the same day; changes in hours, not sprint cycles.
Charleston-based, same time zone, on-site when useful: kickoff, stakeholder alignment, training, launch.
The reason this proposal can include stage 04 at all. The website is the front door; we also work on the house.
Standard, widely-used tooling, everything in your accounts, documented. You are not locked in to us, or to anyone.
Stages 01 through 03 are the written proposal in front of you: Foundation, Growth, or Authority. $175 an hour, billed on actual time, every hour itemized, with a hard not-to-exceed cap you pick up front. Site, search, and landscape live in 4 to 6 weeks.
Stage 04 is scoped separately, with your engineering team in the loop the entire way, and estimated the same way: itemized, incremental, on your schedule. It starts only when you start it. The point of doing stages 01-03 right is that stage 04 inherits the system instead of a redo.
Think of it as adding two senior engineers to staff, not hiring a firm. We are not here to ship a website and leave. The mandate is growth: rebrand, modernize, then build the revenue the modern platform unlocks, from cloud tiers of Noble*Direct to patient-facing portals to integrations partners pay for. A design firm cannot offer that, because a design firm does not build software.
Mutual NDA + BAA. Standard for healthcare, handled by counsel.
Pick an option and sign. A 30% deposit reserves the schedule, credited against hours, never charged on top.
Kickoff inside a week. Content, access, and the direction you pick from the three on screen.
Brand, website, search, product. One system, two senior engineers, no lock-in. The first stage can be live before the next sales demo you book.