Top 3 topics the media really cared about at HIMSS 2026 — and what it means for health tech brands

Jeff Rusack, Media Relations Manager

Every year, HIMSS offers a clear window into where healthcare is headed — but more importantly, what the media is paying attention to right now.

As a leading health tech PR agency, we don’t just attend HIMSS — we engage deeply. Through ongoing conversations with journalists, editors, and industry stakeholders, we develop a nuanced understanding of the narratives shaping coverage. In 2026, three themes consistently rose to the top.

These are not surface-level trends. They reflect what media actively want to cover — and where health tech companies have the greatest opportunity to lead the conversation.

01. The rise of AI — and specifically, agentic AI

Artificial intelligence was obviously everywhere at HIMSS, but the tone of the conversation has clearly evolved.

Media are no longer interested in general claims about “AI-powered solutions.” That narrative has matured. What journalists are now prioritizing is specificity, real-world application, and measurable impact — particularly when it comes to agentic AI.

Agentic AI represents a meaningful shift from passive tools to systems that can take action. These technologies are not just analyzing data; they are executing workflows, coordinating processes, and driving outcomes across the healthcare ecosystem. From automating administrative burden to enabling more efficient clinical decision support, the emphasis is on tangible value.

For health tech companies, this means a fundamental shift in messaging. It is no longer enough to say you are using AI. You need to demonstrate how your technology improves efficiency, reduces friction, and delivers results at scale. The companies gaining media attention are those that can clearly articulate outcomes — not just capabilities.

02. Cybersecurity as a core pillar of healthcare innovation

Another dominant theme in media conversations was cybersecurity — but not in the traditional sense.

Cybersecurity is no longer being framed as a back-end IT concern. It is now positioned as a critical component of patient safety, operational continuity, and brand trust.

Journalists are increasingly focused on how organizations are protecting sensitive data while maintaining seamless user experiences. The rise of AI-driven threats, coupled with growing regulatory scrutiny, has elevated cybersecurity to a board-level priority.

What stood out at HIMSS 2026 is that media are looking for proactive, strategic approaches — not reactive solutions. They want to understand how companies are building resilient infrastructures, embedding security into product design, and balancing protection with usability.

For brands, this creates an opportunity to lead with trust. Companies that can clearly communicate how they safeguard data while enabling innovation will be far more compelling in today’s media landscape.

03. The consumerization of healthcare

Perhaps one of the most consistent threads across conversations was the continued consumerization of healthcare.

Patients are no longer passive participants. They expect the same seamless, intuitive, and personalized experiences they receive in other industries. This shift is reshaping how healthcare organizations think about access, engagement, and delivery.

Media are particularly interested in technologies that reduce friction across the patient journey — from scheduling and intake to treatment and follow-up care. Virtual care, digital front doors, and integrated patient engagement platforms are all part of this broader narrative.

However, what journalists are really looking for is impact. How are these solutions improving access? How are they enhancing outcomes? And how are they making healthcare more equitable and efficient?

For health tech companies, the message is clear. Consumer experience is no longer a differentiator — it is an expectation. The organizations that stand out are those that can demonstrate how they are transforming the patient journey in meaningful, measurable ways.

What this means for your PR strategy

The takeaway from HIMSS 2026 is clear. Media are not looking for incremental updates or generic messaging. They are looking for substance, specificity, and strategic relevance.

At KNB Communications, our role is to help clients translate these industry themes into compelling narratives that resonate with the right audiences. That means aligning your story with where the conversation is going — not where it has been.

Whether it is demonstrating the real-world impact of agentic AI, positioning cybersecurity as a trust driver, or showcasing how your solution improves the consumer healthcare experience, the opportunity lies in telling a story that is both timely and meaningful.

Because in today’s landscape, visibility is not just about being present. It is about being relevant.