1. AI and machine learning: The backbone of modern healthcare
Artificial intelligence (AI) and machine learning (ML) are becoming essential tools across diagnostics, personalised treatment, and patient monitoring. In 2024, we saw more often that AI was a cost of doing business, rather than a point of difference.
While the use of AI in diagnostics is well-established and work is being done to understand and regulate it, 2025 will see deeper integration of AI in developing personalised care plans[1], identifying high-risk patients, and streamlining patient monitoring[2].
Companies will pursue technology that enables faster healthcare delivery with more precision, and accessibility, especially in remote or underserved communities. Going alone may not be the best option, and those who can integrate and build together may stay one step ahead.
2. The rise of remote
Telemedicine continues to move towards being a central cog in the healthcare system and for many is now a standard part of healthcare delivery.
Remote monitoring devices, coupled with virtual consultations, bring healthcare to patients’ fingertips, reducing barriers for everyone, and particularly those in rural or remote areas[3].
As advances are made in the space, we anticipate the adoption by more healthcare companies who see it as part of their patient service mix, notwithstanding even more sophisticated real-time health analytics and wearable technology[4], which are essential for proactive and accessible healthcare.
3. Being proactive with style
Fashion and function are no longer mutually exclusive, with wearables evolving far beyond their origins in basic fitness tracking.
Today’s devices are offering their users real-time analytics[5], the ability to integrate with health platforms, and providing predictive insights that aim to encourage proactive management of chronic conditions. But as more devices move from simple information display to interrogation and recommendation, the regulatory landscape changes.
We support the work of organisations like ANDHealth, who are pushing for the inclusion of digital health technologies, products and services into Australia’s healthcare reimbursement and procurement landscape.
The trend towards more sophisticated, AI-powered wearables reflects consumer demand for health management tools that deliver actionable insights[8].
These devices are increasingly being used to monitor and manage health conditions, offering capabilities like diagnosing cardiovascular, respiratory, and neurological disorders, and even supporting cancer screening and chronic disease management. Advances in sensor technology, AI, and data integration are enhancing their role in providing actionable insights, reflecting a shift towards more effective and proactive healthcare solutions.
4. Delivering on the promise of personalisation
While “personalisation” was very much an in-word of the last few years, the era of actual personalised medicine has well and truly arrived, supported by breakthroughs in genomics and big data.
Companies can leverage genetic sequencing and AI to create therapies that cater to individual patient profiles, particularly in complex fields like oncology[9] which has huge ramifications for the patient if/when done successfully. However, these advancements also raise critical questions around reimbursement, as payers will need to evaluate the cost-effectiveness of these high-precision therapies compared to traditional treatments, factoring in long-term outcomes and potential healthcare savings.
Alongside these targeted treatments, there’s a growing emphasis on preventative care. By analysing genetic data and lifestyle factors, healthcare companies and professionals can offer more personalised interventions aimed at maintaining health rather than solely treating illness[10]. Ensuring adequate reimbursement pathways for these preventative measures will be equally crucial to drive adoption and encourage investment in these forward-looking approaches.
5. The impacts of digital health on medication adherence and patient outcomes
While “digital health” is a field unto itself, tools such as apps and connected devices will play a pivotal role in improving medication adherence and monitoring patient progress[11].
More sophisticated tools that are sticky and keep people coming back by leveraging the latest in UX/UI research will ensure that treatment regimens are followed accurately and help identify early warning signs of complications[12].
Furthermore, by integrating medical devices and digital health platforms, providers can create a continuous feedback loop that empowers patients and improves treatment outcomes. These advancements may also open up opportunities for innovative reimbursement models, such as pay-for-performance agreements or outcomes-based contracts, where payers and providers align incentives to reward improved adherence and measurable health outcomes.
6. Sustainability is required for growth
Regulatory frameworks are evolving to incorporate sustainability criteria into procurement processes. This includes evaluating medical devices based on their energy efficiency, recyclability, and overall environmental impact[13].
Consumer demand for environmentally responsible products is also driving change. Patients and healthcare providers are increasingly aware of the environmental impact of medical devices, leading to a preference for products that minimise ecological footprints.
Alignment to CSR is not just a checkbox activity, it is a strategic imperative within the healthcare sector and one that will gain more prominence globally.
In the medical device sector, sustainability may offer a competitive advantage to organisations that can meet environmental standards without compromising innovation[14].
7. Collaborations come in all shapes and sizes (of data packets)
Healthcare is increasingly characterised by collaboration between pharmaceutical companies, tech firms, and healthcare providers.
The collaboration between these sectors fuels significant advances in drug discovery and device development. AI-driven platforms in clinical trial research can analyse large datasets to identify promising drug candidates more efficiently than traditional methods allow[15].
By leveraging each sector’s strengths — data analytics from tech firms, clinical expertise from pharma, and real-world insights from healthcare providers — these partnerships are paving the way for innovative solutions that enhance drug discovery, device development, and overall patient outcomes[16].
2025 will continue to see more partnerships in the market, particularly between those that are working with and access data insights that were historically only available to sectors like FMCG or media.
8. The new era of patient-led healthcare
The adoption of digital tools and wearable devices also supports a broader trend toward patient empowerment.
Informed and engaged patients are taking more control over their health decisions, often leveraging digital platforms to track health metrics, understand treatment options, and seek remote consultations[17].
This movement has been growing for some time but ultimately represents a shift towards a more participatory healthcare model, where patients are active stakeholders in their own wellness[18].
Companies that are on top of these shifts and faster to adopt patient-centric business models will retain competitive advantage.
We focus on creating competitive advantages by aligning your strategy with the future of healthcare.
Contact Commercial Eyes to lead with innovation and insight in 2025 and beyond.
[1] Alowais, S.A., Alghamdi, S.S., Alsuhebany, N. et al. Revolutionizing healthcare: the role of artificial intelligence in clinical practice. BMC Med Educ 23, 689 (2023). https://doi.org/10.1186/s12909-023-04698-z
[2] https://www.tenovi.com/ai-in-remote-patient-monitoring/
[3] Vudathaneni VKP, Lanke RB, Mudaliyar MC, Movva KV, Mounika Kalluri L, Boyapati R. The Impact of Telemedicine and Remote Patient Monitoring on Healthcare Delivery: A Comprehensive Evaluation. Cureus. 2024 Mar 4;16(3):e55534. doi: 10.7759/cureus.55534. PMID: 38576693; PMCID: PMC10993086.
[4] https://aci.health.nsw.gov.au/virtual-care-in-practice/delivery/remote-monitoring
[5] https://www.acldigital.com/blogs/real-time-analytics-and-interoperability-wearable-health-technology-revolutionizing-patient
[6] https://neolytix.com/remote-patient-monitoring-cpt-codes/
[7] https://www.healthcareitnews.com/news/anz/limited-funding-hinders-uptake-rpm-dtx-australia
[8] https://www.riskaware.co.uk/insight/wearable-technology-changing-our-life/
[9] Alowais, S.A., Alghamdi, S.S., Alsuhebany, N. et al. Revolutionizing healthcare: the role of artificial intelligence in clinical practice. BMC Med Educ 23, 689 (2023). https://doi.org/10.1186/s12909-023-04698-z
[10] Johnson KB, Wei WQ, Weeraratne D, Frisse ME, Misulis K, Rhee K, Zhao J, Snowdon JL. Precision Medicine, AI, and the Future of Personalized Health Care. Clin Transl Sci. 2021 Jan;14(1):86-93. doi: 10.1111/cts.12884. Epub 2020 Oct 12. PMID: 32961010; PMCID: PMC7877825.
[11] https://s4be.cochrane.org/blog/2023/01/18/digital-medication-adherence-systems-the-technology-driven-future-of-healthcare/?preview_id=17918
[12] Hassan A, Davies N. Expert Insight Into the Use of eHealth Interventions to Aid Medication Adherence During COVID-19. Patient Prefer Adherence. 2024;18:721-731
[13] https://solici.com/news/eco-friendly-medical-devices-can-we-imp
[14] https://sustainabilitymag.com/top10/top-10-sustainable-healthcare-device-manufacturers
[15] https://trialkey.ai/
[16] https://www.sanofi.com/en/magazine/our-science/how-digital-technologies-are-accelerating-our-drug-discovery-and-development-process
[17] https://savience.com/2023/08/28/empowering-patients-through-digital-technology/
[18] https://healthcare-communications.com/personalising-care-with-digital-tools-to-empower-patients/
[19] Syed-Abdul S, Li YC. Empowering Patients and Transforming Healthcare in the Post-COVID-19 Era: The Role of Digital and Wearable Technologies. J Pers Med. 2023 Apr 25;13(5):722. doi: 10.3390/jpm13050722. PMID: 37240892; PMCID: PMC10219419.
[20] https://impact.economist.com/perspectives/sites/default/files/EIU_Medtronic_Findings-and-Methodology_1.pdf
Jo Atkins
Head of Access Research and Intelligence
Jo is a registered pharmacist with post graduate qualifications in Health Economics and a Master of Management with a major in Marketing from the Macquarie Graduate School of Management...
View Profile