HIMSS25 Report Identifies Six Key Forces Transforming Healthcare Technology and Marketing

The HIMSS25 Pulse of Industry Report by Norvell Jefferson identifies six major forces driving transformation in healthcare technology and communication, based on on-site conversations, conference insights, and interviews with healthcare leaders. The report examines the evolving role of artificial intelligence, the critical need for interoperability, and how cybersecurity has become fundamental to trust in digital care delivery. These findings have significant implications for how healthcare organizations approach technology adoption and marketing strategies in an increasingly complex landscape.

Ambient intelligence represents one of the most impactful trends, with AI systems that quietly listen, learn, and support clinicians becoming integrated into daily workflows. Solutions such as voice-enabled note-taking and real-time clinical support are transitioning from optional features to essential components of modern healthcare delivery. This shift underscores the growing acceptance of AI as a supportive tool rather than a replacement for human expertise, fundamentally changing how care is delivered and documented across clinical settings.

The report emphasizes that AI cannot reach its full potential without seamless data sharing, stating clearly that interoperability is the foundation for effective AI implementation. Standards like FHIR and TEFCA are helping connect disparate systems, but persistent fragmentation continues to hinder progress. This interoperability challenge affects not only technical implementation but also how organizations communicate their capabilities to potential users and partners in the healthcare ecosystem.

Cybersecurity has evolved from an IT concern to a brand-level requirement, with the report highlighting that trust becomes the make-or-break factor in AI adoption when sensitive patient data is involved. As healthcare extends beyond traditional hospital settings through remote monitoring and AI-powered virtual assistants, the security of patient information becomes both a technical necessity and a marketing imperative. This shift toward home and community-based care creates new messaging challenges and opportunities for brands seeking to maintain relevance in a changing healthcare landscape.

The report specifically addresses healthcare marketers, indicating that technical features alone are insufficient for effective communication. Marketing must evolve to focus on outcomes rather than buzzwords, with messaging that is simpler, more human, and directly addresses the real problems faced by healthcare professionals and IT buyers. This approach requires a fundamental shift from feature-based marketing to value-based storytelling that connects innovation to tangible impact. The full report is available for download at https://www.norvelljefferson.com/insights/b2B-marketing-trends-HIMSS25.