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Video file
Marketing trends in Healthcare Informatics
HIMSS 2025 - Connecting Intelligence
Average reading time
7 min
Summary
The healthcare industry is experiencing a fundamental transformation, where technology is no longer just a support function—it is becoming the backbone of healthcare operations, decision-making, and patient care. At HIMSS25, it became clear that AI, interoperability, and cybersecurity are not just industry buzzwords; they are rapidly shaping the future of healthcare. For actionable insights, explore our detailed HIMSS 2025 Marketing Insight Report.
Summary
The healthcare industry is experiencing a fundamental transformation, where technology is no longer just a support function—it is becoming the backbone of healthcare operations, decision-making, and patient care. At HIMSS25, it became clear that AI, interoperability, and cybersecurity are not just industry buzzwords; they are rapidly shaping the future of healthcare. For actionable insights, explore our detailed HIMSS 2025 Marketing Insight Report.
Jurriaan Eversdijk
Creative Director
HIMSS25 confirmed what most in healthcare already feel: the system is changing. Fast. AI is no longer that shiny object in the innovation corner—it’s quietly weaving into workflows, powering ambient intelligence, and supporting overworked clinicians behind the scenes.
But tech isn’t enough. The event showed that future-proof IT systems, seamless data exchange, and trust in cybersecurity are the actual make-or-break factors. And when it comes to brand building? Health tech companies need to stop shouting about tech features and start building stories that actually land.
We walked the halls of HIMSS25, talked to the folks on the ground, and observed what stood out—and what fell flat. This article captures the key marketing trends and lessons. But if you're really serious about staying ahead, get your hands on the full HIMSS25 whitepaper for actionable strategies, standout examples, and more.
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01
The rise of ambient intelligence
AI has been floating around the edges of healthcare for years—buzzed about in keynotes, trialed in innovation hubs, and occasionally stuck in pilot purgatory. But this year, the tone shifted. At HIMSS25, AI wasn’t a “thing” to interact with. It was something that faded into the background and quietly got stuff done. That’s ambient intelligence—AI embedded directly into workflows, whispering rather than shouting, powering documentation, insights, and decision support invisibly.
Ambient intelligence means AI is now listening during consultations, pulling context from conversations, and automatically filling in charts and summaries. It’s the difference between a tool you need to click, and one that simply listens and acts. We saw it in action with Microsoft’s Dragon Copilot, Philips’ smart patient monitoring, and voice-driven systems that eased clinical burden without adding tech friction. It’s not about replacing people. It’s about letting them be people again.
Why it matters
Physicians are drowning in documentation. Nearly half their day is spent behind a screen. Ambient AI cuts through that by taking over the manual tasks that drain time and attention. When tech becomes invisible and supportive—rather than visible and demanding—it changes the nature of work.
Takeaway
Position AI as a quiet contributor. Focus your messaging on relief, simplicity, and workflow integration. Skip the AI hype and highlight what improves—more face time with patients, less admin burnout, and better data capture without more clicks.
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02
AI can’t work in silos
Why interoperability is the real MVP
Interoperability has been a known pain point in healthcare for years—but HIMSS25 made it clear: it’s no longer a side conversation. It’s the enabler of every meaningful digital shift. You can have the best AI in the world, but if it can’t access clean, consistent, real-time data across systems, it’s basically a paperweight with a processor.
The frustration is obvious. Too many hospitals still juggle systems that don’t talk to each other. Scanned faxes, PDFs, disconnected labs—this patchwork isn’t just annoying; it’s actively holding back progress. That’s why FHIR, TEFCA, and tools that mine unstructured data were hot topics at HIMSS25. The winners in this space weren’t just showing AI—they were showing AI that could work with what’s already there.
Why it matters
Disconnected systems mean fragmented care. When data is siloed, decision-making slows, errors creep in, and patients get lost in the shuffle. Interoperability isn’t an engineering task—it’s a business strategy, a patient safety measure, and an AI performance multiplier.
Takeaway
If your solution integrates easily, make that a headline, not a footnote. Buyers aren’t just buying a product—they’re buying the peace of mind that it fits. Emphasize ecosystem fit, speed of integration, and reduction of workflow chaos.
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Get Your Free Copy Now
Want the full picture? Get all the insights, stats, and real-world examples from HIMSS25 in one place. Download the full industry pulse report and sharpen your strategy today.
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03
Trust is the new battleground
Cybersecurity as a brand pillar
Cybersecurity was no longer the IT department’s lone hill to defend. At HIMSS25, it took the main stage—with marketers, CIOs, clinicians, and vendors all aligned on one thing: trust is the currency of digital health. And you can’t earn it if your systems can’t protect it.
We’re past the age of perimeter defense and passive firewalls. HIMSS25 showed a landscape moving toward AI-driven threat detection, real-time monitoring, and “zero-trust” frameworks. The conversation has matured: It’s not just about locking doors—it’s about designing buildings that know who’s inside and why. And for brands, that means marketing can’t ignore security. It has to own it.
Why it matters
Patients won’t adopt virtual tools if they fear breaches. CIOs won’t approve innovations if security is an afterthought. And regulators won’t go easy if data protection is sloppy. Security is what turns cool tech into trusted tech.
Takeaway
Make cybersecurity part of your brand’s value proposition. Use it to build confidence and show your commitment to safeguarding patients and providers alike. Detail how your systems prevent risk—and how you’ve built trust into every layer.
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04
Care is going mobile
From smart hospitals to smarter healthcare
HIMSS25 made one thing loud and clear: care isn’t locked in buildings anymore. With remote patient monitoring (RPM), AI-powered diagnostics, and virtual care assistants, healthcare is being redistributed—toward homes, communities, and on-demand touchpoints. It’s not a future concept. It’s already scaling.
Brands like Smart Meter, AvaSure, and Samsung Medical Center showcased how real-time patient data, AI decision support, and hybrid care models are taking the load off hospitals while improving continuity of care. This isn’t telehealth 2.0—it’s a redefinition of where, how, and when care happens.
Why it matters
Hospitals are overrun, clinicians are stretched, and patients want flexibility. Decentralized care improves access, cuts costs, and supports proactive treatment. But it only works when virtual and physical care connect seamlessly.
Takeaway
Frame your solution around flexibility and real-world impact: better care at home, earlier interventions, reduced readmissions. Talk less about technology infrastructure and more about life improvements—for patients and providers.
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05
Old tech is costing more
The need for adaptive systems
Everyone wants AI and data insights—but most healthcare orgs are still stuck with clunky, outdated infrastructure. HIMSS25 exposed the gap between the pace of innovation and the reality of tech stacks in the field. Legacy systems are becoming liabilities.
Leading brands like Nutanix and InterSystems pushed the conversation forward, showcasing adaptive systems—cloud-based, modular, scalable—that can evolve with emerging technologies. This wasn’t about bells and whistles. It was about survival: if your infrastructure can’t change, your organization can’t either.
Why it matters
Rigid systems slow innovation, increase operational costs, and expose security vulnerabilities. As the pressure mounts to do more with less, organizations with outdated tech are burning time and money just to stay afloat.
Takeaway
Market your tech’s flexibility, not just its features. Show how you help future-proof IT environments—step-by-step if needed. Speak to IT leaders’ real concerns: “Can I integrate it fast? Will it break our current workflows? How secure is it?” If you’ve got those answers—lead with them.
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06
Time to fix the message
The new ideas for healthcare marketing
Booths at HIMSS25 fell into two camps: the ones you walked past, and the ones you walked into. The difference? Storytelling. The best brands weren’t shoving brochures or shouting AI slogans—they were showing real use cases, bringing human stories to life, and giving people something to remember (or literally take home—hi, custom-engraved Nutanix coasters).
The shift is clear: people aren’t shopping for features. They’re shopping for alignment—with their values, their reality, and their roadmap. Marketing has to move from specs to stories, from “what it is” to “why it helps,” and from one-off campaigns to lasting credibility.
Why it matters
In a sea of sameness, only clarity and consistency stand out. Trust isn’t just about the product anymore—it’s built in how you communicate, educate, and show up. And in healthcare, trust is everything.
Takeaway
Reshape your narrative. Start with outcomes. Anchor in relevance. Speak to people like they’re smart—but busy. And if you can spark some curiosity or delight without losing focus? Even better. Storytelling isn’t fluff—it’s strategy.
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Looking ahead:
From hype to integration
The health tech industry is no longer wondering if AI, interoperability, or cybersecurity matter—it’s trying to figure out how to make them work together. HIMSS25 marked a turning point: the phase of experimentation is giving way to implementation. That means healthcare organizations don’t want to be impressed anymore—they want to be enabled.
This shift has serious implications for marketers. It’s not about leading with innovation for innovation’s sake. It’s about making a compelling case for integration, ease of use, and real impact. Your audience has changed: they’re overwhelmed, skeptical, and under pressure to deliver results. If your message doesn’t quickly show how you help them solve core issues—burnout, inefficiency, fragmentation, risk—they’ll move on.
Healthcare buyers are looking for partners, not vendors. They want solutions that are stable, secure, and scalable. They want proof that your tech fits into existing environments without requiring a costly overhaul. And they want content that speaks their language—concise, insightful, and practical.
So what now? Now’s the time to:
Align your messaging to operational pain points: don’t talk tech for tech’s sake.
Be explicit about integration and interoperability: show how you reduce friction, not add to it.
Embed trust and security into your brand story: don’t wait for it to come up as a question.
Shift your campaigns from product-led to problem-led: you’ll be remembered for the problem you solve, not the spec sheet you printed.
HIMSS25 showed us that the future of healthcare is connected—not just in terms of data and systems, but in how organizations, technology, and people work together. Brands that help healthcare leaders make those connections—clearly, credibly, and confidently—will be the ones that stand out.
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Get Your Free Copy Now
Want the full picture? Get all the insights, stats, and real-world examples from HIMSS25 in one place. Download the full industry pulse report and sharpen your strategy today.
Jurriaan Eversdijk
Creative Director