Unlocking the Future: Introducing the Digital Health Trends 2025 Report by the IQVIA Institute
Why This Report Matters for Marketers
Digital health has evolved from an optional innovation to a critical driver of improved patient outcomes and operational efficiency. As technology adoption, integration, and commercialization accelerate, marketers must stay informed about the trends and forces shaping this landscape. The Digital Health Trends 2025 report published by the IQVIA Institute provides actionable insights that empower brands to position themselves at the forefront of industry innovation.
Key Insights from the Report
- Evidence is Essential: Across key markets, payers expect developers to demonstrate benefits through randomized controlled trials and local population studies. Marketers must be ready to communicate the value and effectiveness of digital solutions with robust evidence.
- Integration is Critical: Providers demand solutions that are interoperable with electronic health records (EHRs) and seamlessly fit into existing workflows. Marketers should highlight integration capabilities to drive adoption and trust.
- Life Sciences are Going Digital: Leading companies are systematically investing in digital health, conducting portfolio-wide assessments, and building patient support ecosystems. This opens new avenues for digital product partnership and co-marketing to support brand positioning.
- Developers are Transforming/Solutions are Evolving: Solution developers are diversifying their business models, consolidating their leadership in specific segments, and expanding their offerings to better meet stakeholder needs. This means more opportunities for marketers to align and work with digital brands that are shaping the future of care.
- Policy and Reimbursement are Accelerating: Policymakers are refining approval pathways and technology assessment criteria, while payers are expanding reimbursement to a wider range of digital solutions. In the U.S. alone, over 300 billing codes now support digital health tools, including 117 for software-based technologies that can help organizations align messaging with real market dynamics.
Overcoming Adoption Barriers
Despite momentum, challenges still remain. Solutions must deliver compelling evidence of health benefits and cost-effectiveness and integrate smoothly with existing systems. Marketers play a vital role in bridging the gap between innovation and adoption by crafting messages that resonate with providers, payers, and patients.
What’s Next?
The Digital Health Trends 2025 Report builds on last year’s analysis, which dove deep into emerging segments like digital diagnostics and digital measures. Whether you’re launching a new product, repositioning your brand, or seeking to understand the competitive landscape, this report is your essential guide.
Access the full report here: ACCESS REPORT
About the IQVIA Institute
The IQVIA Institute contributes to the advancement of human health globally by undertaking and disseminating timely, evidence-based health system research
