This year, Las Vegas hosted HLTH 2025, where over 12,000 attendees gathered for three days to accelerate innovation in the healthcare industry. The exhibit hall was packed full of companies ranging from life sciences, consumer technology, providers, payers and startups. One common theme at the forefront of all exhibiting companies was that healthcare has officially entered its AI moment. With an expansive “AI Zone” dominating the show floor, the message was clear: Artificial intelligence isn’t just a forward-looking trend anymore; it’s front and center to revolutionize and redefine the healthcare industry.
Walking the show floor, it stood out that many companies were heavily touting agentic AI within healthcare. From show banners to booth materials and videos, agentic AI became the buzzword of the conference. But when every company on the show floor is claiming to “redefine healthcare with agentic AI,” the message starts to blur.
It quickly became clear to me that if companies were going to heavily lean into agentic AI, they needed to find ways to break through the clutter. To truly stand out they must intentionally differentiate themselves from their competitors, and PR could play a strategic role in breaking through the noise.
Define your Agents’ Lane
Agentic AI can mean many things: clinical documentation, care coordination, drug discovery, patient engagement. Companies that stand out clearly own a specific use case or clinical context.
PR plays a critical role in helping define and amplify that lane:
- Sharpen your story. Refine what you say and how you say it, using deep knowledge of how U.S. media covers the AI-in-healthcare category.
- Stay relevant with context. Anchor your messaging to timely industry headlines and breaking news moments to ensure your story rides the current conversation.
- Prove it with data. Support every claim with measurable results and real-world outcomes that give your story authority and staying power.
Humanize the AI Conversation
The HLTH show floor was full of automation demos, but what reporters and decision makers are craving is credibility and trust.
To help stand out, it is important to shape authentic storytelling that connects innovation with empathy; this is where good PR can help.
- Build credibility through alignment. Identify third-party voices, including analysts, investors and industry leaders, whose perspectives reinforce the messages you want to drive. Lead with humans behind the tech, clinicians, data, patient stories or execs with deep healthcare credibility.
- Lead with vision and value. Elevate the brand by connecting your technology to the bigger picture and better outcomes, smarter workflows and more human care.
Anchor your AI in Ecosystem Partnerships
Announcing the right partnerships can elevate your story beyond being “just another AI vendor.” Companies can differentiate themselves by highlighting collaborations with health systems.
PR plays a key role in amplifying these efforts, including:
- Strategic timing. Aligning partnership announcements around industry events, leveraging joint media opportunities such as co-bylines, fireside chats or press briefings, and framing collaborative innovation as a narrative can emphasize shared impact rather than a one-company effort.
- Tie partnerships to your AI focus. Show that your AI isn’t theoretical, and that it’s being implemented in real-world healthcare settings. Emphasize how these collaborations specifically advance agentic AI applications.
As the HLTH conference made clear, agentic AI is no longer a distant vision. It’s here, and the industry is racing to fully adopt it to improve patient outcomes. But in a crowded field, simply claiming to use AI isn’t enough. Companies that want to lead must define their lane, prove real-world value and tell a story that resonates with the clinicians, payers and patients they aim to serve.
Looking ahead, healthcare is moving toward a more connected, intelligent and patient-centered ecosystem. Companies that set themselves apart now, through smart partnerships, clear results and strong storytelling, will help shape how AI changes healthcare in the future. At the end of the day, success will come from great technology, earning trust and showing real impact.
For companies to stand out among competitors, PR should be part of their comprehensive strategy. Bospar, an award-winning PR agency specializing in healthcare technology, works closely with companies to develop strategic PR campaigns that help build buzz, maintain a positive reputation, and build and share content to reach key industry decision makers.
Bospar is ideally positioned to do the same for you!
With ViVE and HIMSS just around the corner, it makes sense to start now.
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