Opinion: Why health companies are branding themselves as tech companies
The trend of health care startups branding themselves as technology companies should prompt the health care industry to engage in serious self-reflection.
From digital health startups to primary care groups, companies are increasingly branding themselves as tech companies first, health care companies second. Shunning ties to the mission-driven health care sector may seem counterintuitive at best and sacrilegious at worst.
Yet for many new entrants, such an approach — which we call avoidant positioning — is becoming the norm. We unpack three weaknesses of the health care label that may be fueling a broader identity crisis for these firms, and suggest that this trend represents a wake-up call for health care.
Health care suffers from a death-by-pilot-project syndrome
Health care, by virtue of its biomedical underpinnings, gives great credence to following the scientific method before embracing
