Author: Polly Thompson

Date of issue: 08 Aug 2025

The next decade of health tech will be shaped not by the tools we build, but by the way we use them. As digital and marketing leaders in private healthcare, you're already feeling the shift. Faster time to market. More discerning patients. A saturated landscape where customer experience (CX) is the sharpest edge.

And yet, many digital strategies still overlook the most human element: how it feels to be a patient.

Why CX Will Define Market Leaders

The private health sector is evolving quickly. Consumers are better informed, have more choices, and expect seamless, personalised experiences—just as they do from banks, retailers, and travel platforms.

As competition increases, so does the pressure to differentiate. No-code tools like Cogniss are making it easier than ever for new entrants to launch. And with “the average engagement with a health app just 4 days” (Ustwo), 50% of people abandon health apps within 30 days (Deloitte), it’s clear: most solutions aren’t sticking. The opportunity? Design platforms and services that connect with patients on a deeper level, and keep them coming back.

Health Happens Outside the Clinic

One-size-fits-all pathways don’t reflect real lives. And as more care shifts beyond the hospital or surgery, health brands need to design for the whole patient journey—not just the medical moments. 

After a C-section, I had no real guidance on how to rebuild my core strength—despite having undergone major abdominal surgery. By chance, I knew about ConvaTec’s recovery series for stoma patients. It helped, and I shared it with other new mums. I couldn’t understand why this kind of information was not provided by the hospital.

That disconnect is costly. 4.3% of women are re-admitted after a C-section. Extended patient journeys—proactive, practical and personalised—could change that.

Benefits of Designing for Patient Context

Designing for patient context isn’t just good practice—it’s a strategic advantage. When you build for real-world use, everybody benefits. 

Globally, 2.9% of people live with severe disabilities. Another 15.3% manage moderate disability. And up to 20% of the world population is dyslexic. That’s not niche—it’s mainstream.

Agencies like Frog have proven what’s possible. By simply recognising that travel was a barrier in clinical trials, they introduced at-home testing. The result? Fewer hospital visits. Less burden on participants. And a sharp drop in trial dropout rates.

It’s a reminder: context matters. Inclusive design isn’t just ethical—it’s effective.

Patients Are More Informed - and want to be heard

As AI improves access to information, the patient-clinician dynamic is changing. People arrive with more knowledge, more questions—and in many cases, early diagnostics.

I saw it firsthand when recently my cat, Nara, became seriously ill. Significant weight loss and a bloated abdomen, a few minutes of Googling, and I identified FIP as the likely cause. I raised it with the vet but they still tested for heart, liver and cancer first (at a huge expense). They ran more tests and I turned out to be spot on.

It’s not just “digital literacy” (as Oracle’s Vicky Britton puts it). It’s biohacking. Patients are using AI to read their own health data and experimenting with alternative solutions found online and in chat rooms. They're not waiting to be told what’s wrong or following the desired clinical pathways.

Patients Are Empowered 

Companies like eClateral (at home testing for chronic diseases) and Aid Health (at home monitoring chronic symptoms) are leading the way in remote testing and monitoring. They reduce delays in diagnosis and treatments. It’s cutting costs, flagging relapses early, and empowers people to manage their own care. 

Still, there’s a learning curve. Clinicians need to trust patients with these tools. Which means usability isn't just nice to have—it’s critical to safety.

Prevention Will Become the Norm

80% of health outcomes are determined by lifestyle factors (CDC). Younger generations are already prioritising sleep, nutrition and exercise. The next frontier? At-home diagnostics and proactive care.

Take Entia, which tracks white blood cell counts, the Body Volume Index a more accurate measure of obesity, Zoe’s personalised nutritional advice, Fitness Genes personalised training and weight loss, or Aspedan, combining wearables, blood pressure tests and behaviour nudges. These aren’t niche tools—they’re signals of what’s to come. And with Google and Apple expanding their health offerings, expectations will only rise.

Personalised, preventative care isn’t just better for outcomes. It’s also more scalable. Which brings us to the other side of the health ecosystem.

Operational Efficiency Isn’t Optional

In the public sector, survival depends on integration. During my pregnancy, I had to share the same personal information seven times across clinics. That’s not sustainable.

Interoperability isn’t a buzzword. It’s a necessity. Data silos drain resources. Connecting systems—and co-designing services with patients and staff—can make or break transformation projects.

Companies like Daiser and Intelilistack are already thinking this way, blending multiple patient contexts into one adaptive platform. And the impact is real. The Health Foundation found people with 4+ conditions are three times more likely to be hospitalised than those with one. Joined-up journeys matter.

The good news? You don’t need to start with tech. Start with people. With problems. With pathways. The double diamond framework—build the right thing, build it the right way—still holds true.

What This Means for You

The private sector has space to move faster, test smarter, and lead with empathy. For digital and marketing leaders, the biggest opportunities lie in:

• Designing sticky, human-centred experiences

• Creating solutions for an ageing population

• Building preventative tools that feel like lifestyle choices

• Partnering with the NHS to extend reach and trust

• Tackling health inequalities with better data and better design

• Championing women's health—not as a niche, but as a norm

Health tech’s future isn’t just digital. It’s personal, contextual and joined up. 

And those who understand that will shape what comes next.