However, we’ve begun to see some glimmers of hope for the industry with two successful IPOs – the first in years. Digital health has also experienced an up-tick in funding, with $3.0B invested across 122 deals in just Q1 of 2025, signaling a return of late-stage funding in this space that has long been quiet.
Amid this landscape, companies face new challenges and opportunities to stand out and convey their impact. The roles of public relations (PR) and marketing are more critical than ever in shaping their stories.
The work for visibility continues
Healthcare brands have fought hard during these past few years to maintain and grow brand awareness and engagement, all in the face of shrinking budgets (and in many cases, marketing teams). While this uptick in the market is certainly promising, it doesn’t mean the work is done.
For those that have recently gone public, it’s more important than ever to invest in a thoughtful PR and marketing strategy. Maintaining consistent visibility amongst investor audiences, customers and the general market is key for reputation management and supporting business success. Moreover, in the immediate wake of an IPO, as companies are announcing news and partnerships to reinforce their value, they must approach these announcements thoughtfully – what’s the news driver and value? What is the broader story that we’re trying to tell? How do we ensure that what we have to say resonates with media and external audiences?
Media relations success isn’t about shooting one-off pitches, it’s about building a foundation of thought leadership that you continuously build on. Strategic PR and marketing can support business growth by targeting and resonating with key audiences to demonstrate how a brand’s services and offerings can address real, unmet needs.
Building trust
Expectations are higher for brands that have just brought in additional funding or attained other impressive milestones. Effective PR is essential for building trust with investors, customers and the broader healthcare ecosystem. Audiences want to be educated, not sold to – and expect that brands show up with authenticity.
Transparent communication about milestones, challenges and impact is key. So is demonstrating industry knowledge and expertise by way of thought leadership. Don’t just talk the talk. It’s critical to show, not tell – why should your key audiences listen to you and/or buy from you? Nobody wants to do business with an organization they don’t have confidence in or trust.
Let us help
Storytelling is our bread and butter. Nothing gets a good marketer more excited than helping capture the attention of target audiences with creative and impactful campaigns and stories. Need help with your marketing strategy? Reach out to learn how TEAM LEWIS can support healthcare technology brands at various stages of growth.
