From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

The Epic, Particle Health saga unpacked: Particle’s recent filing of an antitrust lawsuit raises salient points on patient data privacy and anti-competitive behavior in healthcare.

Healthcare providers, payers increase IT investments: In light of the devastating fallout of the cyberattack on Change Healthcare, providers and payers alike are hedging against future cybersecurity threats.

That means customers' genetic data is not subject to the same federal privacy protections as medical records held by healthcare providers or insurers. Some states now have consumer data privacy laws designed to address this gap, however.

All data collection and analysis procedures strictly adhered to privacy regulations and ethical standards, with personal information anonymized and findings aggregated to maintain confidentiality and integrity.

Across generations, the majority of US adults are concerned about the privacy of their health data within smartphone apps, according to Morning Consult. While the percentage of those with concerns has declined for all except Gen Z since 2021, older adults are still more likely to have this worry.

Amazon, One Medical, and BetterHelp targeted by the FTC: The federal agency issued a $7.8 million fine over use of patient health data. But it’s also looking for deceptive promises of privacy.

Patient privacy at stake: Social media platforms and genAI chatbots like Grok are not covered entities under HIPAA. The federal law that protects patient data from being shared without consent generally applies to doctors, health insurers, and business associates they work with. Companies not covered under HIPAA that get access to patient information could sell the data or use it without consequence.

Coupled with regulators’ increasing scrutiny over data privacy, the company’s remaining subscriber base could jump ship, leaving 23andMe unable to recover if it doesn’t determine further monetization strategies. This article is part of EMARKETER’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

The takeaway: Cybersecurity may have fallen by the wayside in UHG’s moves for market dominance. The eight-month delay in disclosing this hack’s full impact could further erode user trust, especially when combined with the security vulnerabilities that its patients will continue to face.

However, widespread adoption hinges on addressing privacy concerns and social acceptance factors. Apple still plans to develop smart glasses eventually, but its current focus on the Vision Pro headset may give competitors a chance to gain ground. EssilorLuxottica, which makes Meta’s Ray-Ban line, is already expanding production capacity for smart glasses and looking for new brand partnerships.

Why it matters: Healthcare organizations continue to grapple with the fallout of cyberattacks and struggle to mitigate the risks cybersecurity threats pose to patients, their safety, and health.

Patients will opt for medical devices and tests that can be used in the privacy and comfort of their own homes. In addition to being more convenient, 61% of consumers perceive home testing as less expensive, according to Tasso. Sources. Bessemer Venture Partners. KFF Health News. McKinsey & Company. National Alliance of Healthcare Purchaser Coalitions. OnePoll. Tasso. Trilliant Health.

Talkspace posts its first full year of profitability: But it’s not all rosy. It’s catching heat for sending teens’ data to social media platforms. Talkspace must be sure not to spoil its prosperity by damaging its reputation.