During the pandemic, digital health soared. Investment skyrocketed, and women’s health startups emerged with innovative solutions, promising to redefine care. But as the funding boom has cooled, cracks have appeared. Companies that once thrived on buzz and venture dollars are now facing tough questions: How do we scale? How do we generate sustainable revenue? How do we stay relevant?
Talking to investors lately, a common theme has emerged: the appetite for pure-play virtual care is waning. The reason isn’t a lack of interest in digital health—it’s that the market is evolving. What worked during the pandemic doesn’t necessarily work now. Companies are adapting, integrating, and pivoting to models that reflect the complexities of healthcare delivery.
Here are four trends defining this new chapter:
1. Tech-Enabled Services
This morning, I read about BrightHeart, a company that recently received FDA clearance for its AI-powered fetal heart ultrasound software. Its story reminded me of a broader trend: digital health companies embedding themselves into clinical workflows rather than staying siloed.
BrightHeart’s software integrates seamlessly with sonographers and OB/GYNs, making it part of the diagnostic process rather than a standalone tool. Similarly, companies like Levy Health and ExactRx are redefining how digital platforms can serve clinicians or care organizations. Levy Health uses AI to personalize diagnostic pathways for patients, while ExactRx personalized treatment pathways and creates custom care plans. Both started with consumer-facing models but evolved over the years to focus on complementing clinical care.
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