Since its debut in 2018, HLTH has quickly become the go-to event for healthcare innovation. With its vibrant aesthetic, quirky mascot, Petunia, and dynamic combination of celebrity speakers and healthcare thought leaders, the event brings a spark of energy to the tradition-bound healthcare sector.
HLTH assembles an eclectic mix of healthcare stakeholders—from insurance giants and health system leaders to fast-growing startups and the investment community who use HLTH as a stage to make groundbreaking announcements. Last year, General Catalyst announced its plan to buy a health system. For healthcare innovators, breaking through the noise can be a challenge. To better understand how brands can engage with media throughout the conference, we connected with prominent healthcare journalists attending HLTH to learn how they think about these marquee events and what they’re excited to see. Here’s what we uncovered.
Trends to watch
Across the board, journalists are focused on learning new concepts that are entering the healthcare space. “I’m mostly focused on seeing new ideas on healthcare at HLTH, as this event is one of the best for concepts and strategies that are truly innovative, and I’m interested in how health systems and hospitals are developing those strategies,” said Eric Wicklund of HealthLeaders.
While there might be some AI fatigue, it’s still top-of-mind for reporters. “As much as I’m tired of hearing about AI, it’s a clear standout on the agenda. I hope to hear unique takes on existing or future use cases or cautionary perspectives,” shared Anastassia Gliadkovskaya at Fierce Healthcare. Gabe Perna of Modern Healthcare underscored the need to see AI’s results, “specifically coding, patient communication and charting.”
Alexa Mikhail at Fortune, who will be tuning into conversations post-event, is homed in on longevity science and health span. Food as medicine, social determinants of health, and the impacts of the U.S. election were also among her trends to watch.
What makes brands stand out
In a sea of flashy booths, product demos, and free merch, brands must be intentional when capturing media attention. For Ngai Yeung at Endpoints, brevity is key: “I always appreciate concise explanations on how a startup is different from its competitors.” Both Anastassia and Eric noted the need for outcomes and real-world use cases.
Key takeaway: No matter the type of announcement—a major strategy shift, a product update, or a new partnership—be clear about the results and potential outcomes to get your news covered.
How they’re spending their time
With a jam-packed agenda and hundreds of exhibits to explore, plotting your schedule for a few days at HLTH can be overwhelming. Reporters have varying preferences regarding how they want to spend their time, whether in meetings or at sessions. Eric noted he doesn’t like to schedule too many meetings and that “good ideas and interviews can wait until after HLTH when we can sit down (virtually) and go into the details.” Others want to absorb all HLTH has to offer, with Anastassia remarking that she looks forward to the sessions most and prioritizes on-record interviews for major announcements.
For brands looking to make in-person connections at the event, be judicious about who you reach out to and be mindful that they likely have a busy schedule. Targeting pre- and post-event briefings is a solid approach to building your presence as a leader at HLTH.
We’re looking forward to this year’s HLTH! Stay tuned for post-event insights from our team, who will be on the ground at the event. Follow our Instagram to see the conference first-hand!
And if you’re interested in learning more about our healthcare practice, you can check out some of our previous work here.
