Following a period of relative quiet after the COVID-era surge in funding and innovation, 2025 is shaping up to be a pivotal year for the digital health industry. Key storylines driving the conversation include:
All eyes are on Hinge Health’s IPO, even as it considers a delay as the market reacts to President Trump’s tariffs. Whenever it happens, it will be a significant milestone in the long-dormant digital health IPO market, and its performance will signal the sector’s potential to investors. Christina Farr provided additional insights in a recent Second Opinion piece.
AI continues to dominate the conversation. At last month’s HIMSS conference in Las Vegas, AI news remained the focus, but the conversation has evolved from hype to real-world value and ROI. Health system leaders remarked on having to “kiss a lot of frogs” before they find the right fit when it comes to AI solutions. All this talk underscored the need for specialized platforms, like Inkhouse client Corti, which announced a partnership with Wolters Kluwer ahead of the event.
Federal funding and policy changes were key themes at HIMSS. HHS’s travel pause led to some federal officials canceling attendance. HIMSS CEO Harold Wolf addressed this instability, reaffirming the organization’s commitment to healthcare. With potential Medicaid cuts and reduced funding for research and government health programs, digital health organizations must be flexible and emphasize cost efficiencies to buyers.
Communications considerations for digital health companies
With so much in flux, how should digital health leaders break through the noise? Here are three considerations for digital health communications strategies going forward:
- Lean into data. In a market saturated with AI and tech promises to alleviate administrative burdens, workforce shortages, and rising costs, use qualitative and quantitative data to demonstrate your solution’s resource savings and quality-of-care improvements.
- Be prepared for political and market-focused questions. Given the significant changes in healthcare — such as mass HHS layoffs last week — spokespeople should anticipate questions about budget cuts, market conditions, and policy changes. Media training and block-and-bridge techniques are essential.
- Don’t overlook owned channels. When reviewing PR plans, consider using owned channels like LinkedIn Live or thought leadership content to reach your audience directly and provide unique perspectives, which can also attract journalists.
Given the many complex dynamics shaping the digital health industry, now is the time for communications leaders to stay nimble and explore innovative ways to tell their stories and build awareness.
