By Beth Cooper, JD / MBA
Brooklyn Tech Expo 2025 was a powerful reflection of where health and bio technology is headed, and for marketers, the event provided invaluable insights into how we need to position, message, and communicate in this rapidly evolving landscape. From AI's role in health and biotech to the importance of building trust with digital innovation, the conversations happening at this expo are shaping the future of healthcare marketing.
Here are some of the biggest takeaways for healthcare marketers from this year’s event:
01. AI in healthcare is no longer a buzzword—messaging must be specific
A major theme at the expo was that nearly every health and biotech company now has an AI component. It’s no longer enough to simply say, “We use AI.” Investors, providers, payers, and consumers want to know exactly how AI is being applied and why it matters.
Key messaging shifts marketers need to make:
- Clearly explain the use case – Are you using AI for drug discovery, patient engagement, predictive analytics, imaging, or diagnostics? Be incredibly specific.
- Differentiate from competitors – What makes your AI approach unique or more effective? Proprietary algorithms? Better data? Stronger integration into clinical workflows?
- Address the “so what?” factor – How does AI actually improve outcomes, save costs, or streamline processes? Every AI claim must tie back to real-world impact.
Takeaway: If your AI messaging is too broad, it will get lost in the noise. Marketers must shift from “We have AI” to “Here’s how our AI delivers results.”
One of the biggest challenges in AI adoption for healthcare isn’t the technology itself—it’s the perception of AI among patients, providers, and even policymakers.
02. Changing the perception of AI in healthcare: fear, trust + expectations
One of the biggest challenges in AI adoption for healthcare isn’t the technology itself—it’s the perception of AI among patients, providers, and even policymakers.
A recurring discussion at the expo focused on the public’s fear of AI in healthcare:
- Many people see AI as a black box—they don’t understand how it works, so they don’t trust it.
- There’s a psychological expectation that AI should be infallible, even though human doctors also make errors.
- And unlike human errors, AI mistakes are perceived as catastrophic—one failure can destroy confidence in an entire system.
How marketers can shift the narrative:
- Focus on AI as a tool, not a replacement – Emphasize that AI supports clinicians, not replaces them.
- Highlight human oversight – Reinforce that AI is always paired with expert validation to ensure safety.
- Showcase success stories – Use real-world case studies to demonstrate AI’s positive impact on patients and providers.
- Demystify AI – Use plain language to explain how AI makes decisions without overwhelming people with technical jargon.
Takeaway: AI in healthcare isn’t just a technology challenge—it’s a trust challenge. Marketers must actively shape the perception of AI to drive adoption.
03. The future of health tech is data-driven, personalized + human-centered
Several emerging trends from the expo highlight where health tech marketing is heading:
- Personalized patient experiences – AI and data-driven solutions are enabling hyper-personalized care plans, predictive risk assessments, and patient engagement strategies. Marketers need to lean into personalization messaging when communicating value.
- Data transparency is critical – The demand for more explainability in AI and digital health tools is growing. Companies that can provide clear, accessible explanations of their data models and decision-making will gain trust faster.
- Healthcare must stay human-centered – No matter how advanced technology becomes, marketing should always focus on the human impact—whether that’s improving patient care, reducing clinician burnout, or increasing health equity.
Takeaway: The best health tech marketing blends data and technology with human-centered storytelling.
04. Digital health, AI + PR: the need for thought leadership
With so much rapid change in AI and digital health, thought leadership is becoming a key competitive advantage. Health tech companies need a strong voice in the industry to:
- Build trust and credibility
- Educate the market about new innovations
- Shape industry discussions around AI, data ethics, and healthcare transformation
Takeaway: Thought leadership isn’t optional—it’s a strategic necessity. Companies that actively shape the conversation will lead the market.
Final thoughts: what this means for healthcare marketers
Brooklyn Tech Expo 2025 made one thing clear: Healthcare marketing must evolve as fast as the technology it represents. Not that it was ever ideal, but the old playbook of broad AI claims and generic health tech messaging won’t work anymore.
- Specificity wins – Clearly define how your technology works and why it matters.
- Trust is the battleground – AI fear is real, and it’s up to marketers to shift perceptions.
- Data and humanity – The best marketing balances analytics with emotional storytelling.
- Thought leadership drives adoption – Companies must actively participate in industry conversations to shape the future of healthcare.
The health tech revolution is happening now—and the companies that master clear, compelling, and trustworthy marketing will be the ones that lead it.
AI disclosure: This blog post was collaboratively created using AI assistance. I provided key takeaways from Brooklyn Tech Expo 2025, along with my preferred writing style and strategic direction. AI then helped generate a structured first draft based on my input. The final version was reviewed and refined to ensure it aligns with my insights and voice.