Could this be a great year for New York’s emerging health startups? Sentiment for M&A activity and financing is bullish as 2025 gets off to a strong start with cutting-edge businesses aiming to disrupt the healthcare industry.
Emergency physician, business professor, entrepreneur, and founder of ABIG Health, Dr. Adam Brown, has seen firsthand the evolving business landscape, working with leading startups to bring solutions to the marketplace that will change how patient care is delivered in the years to come. Having had prior roles as a healthcare executive of one of America’s largest emergency medicine practices during the COVID pandemic and now in leading roles behind the scenes in healthcare, including as Chief Medical and Marketing Officer at Radiant Healthcare, Dr. Brown has a unique perspective on the emerging trends affecting businesses and how the medical field is evolving.
Discover in our exclusive interview Dr. Brown’s insights and guidance for emerging startups, investors, and entrepreneurs seeking to expand their operations in New York and nationwide. Learn about new startups that are making headway in the healthcare industry and what business leaders need to be prioritizing from brand awareness to sales cycles.
In conversation with Dr. Adam Brown
With the recent shifts in the healthcare industry and changes to government policy, what are some of the issues you are seeing startups face that are impacting their ability to achieve their goals?
Startups today are navigating a landscape defined by uncertainty. Many founders I speak with share concerns about how shifting regulations—particularly under the current administration—impact critical areas like telehealth, AI in healthcare, and the evolving roles of CMS and the FDA in overseeing new technologies. This uncertainty creates significant challenges, not only in charting a clear path forward but also in determining where to focus limited resources. Investors, too, are wary, which further complicates the ability of startups to gain traction and bring innovative solutions to market.
What can businesses in the US looking to scale do to differentiate themselves and achieve market goals?
Credibility and trust are the foundation for standing out in today’s crowded marketplace. With countless products and services vying to solve an array of challenges, true differentiation comes from more than just announcing that you’re “open for business.” It requires demonstrating authenticity, reliability, and expertise to your audience. While it may sound simple, success begins with a clear business plan, a deep understanding of market nuances, and a solid grasp of the channels connecting you with your customers. However, what truly sets successful businesses apart is their ability to meet the moment with genuine authenticity and undeniable credibility, building lasting relationships that inspire trust and drive growth.
Are there any startups that have caught your eye recently in New York that have shown leadership in addressing emerging health issues?
Absolutely, several startups have impressed me with their innovative approaches to pressing health challenges. One that stands out is Calla Lily Clinical Care, co-founded by Dr. Lara Zibners. They’ve made remarkable strides in addressing infertility through the development of a groundbreaking drug-delivery device. Their product, a tampon that not only absorbs like a traditional tampon but also delivers progesterone, is a virtually painless alternative to the weekly injections many women currently endure. The global potential for this innovation is extraordinary, and what truly sets Calla Lily apart is the team’s passion and commitment to solving a critical health issue.
Additionally, I’ve seen numerous health tech startups leveraging AI to revolutionize patient care and improve the jobs of clinicians. From enhancing decision support for physicians to easing administrative burdens, these companies are redefining how healthcare is delivered. Their leadership and creativity are inspiring, and their contributions are helping to shape the future of healthcare in profound ways.
Working with industry leaders and businesses across healthcare through your company, ABIG Health, what are some of the common challenges you see your clients struggling with?
Many of the challenges healthcare companies face stem from a lack of deep understanding of the U.S. healthcare market. It’s a complex system with unique nuances, and success often depends on identifying the right buyers and the channels to reach them effectively. Another significant hurdle is the slow pace of the healthcare sales cycle. Whether you’re introducing new technologies or services, adoption—particularly among physicians and hospitals—tends to be gradual. This requires realistic expectations and business plans that align with the slower timelines inherent in the industry.
Healthcare isn’t just about selling products; it’s about delivering hope with improved health outcomes, which makes trust and relationships indispensable. Companies often struggle to articulate their offerings in a way that resonates with their audience. For example, no one would buy a shoe if it were simply described as “cloth, foam, and rubber foot accessories.” But it becomes something valuable when framed as a performance-enhancing necessity for the feet paired with aspirational athleticism.
Finally, there’s often confusion between brand awareness and generating sales. While they are interconnected, they serve distinct purposes and require different strategies. Brand awareness signals that you’re open for business and builds credibility, while sales tactics focus on generating qualified leads and converting them into customers. Both are essential, but understanding their differences—and how to execute on both fronts—is critical for success.
For organizations providing services across the state, what would be your advice from an operational standpoint to improve patient outcomes?
One of the most common pitfalls I’ve observed is organizations developing a “solution in search of a problem.” To truly improve patient outcomes, it’s essential to ground your ideas in real-world needs. Spend time engaging with industry experts, end-users, clinicians, and, most importantly, patients. These conversations can provide invaluable insights, refining your product or service and ensuring your messaging resonates with those it’s meant to serve. Feedback isn’t just a step in the process; it’s the foundation for creating meaningful, impactful solutions that address genuine healthcare challenges.
In terms of business strategy, what are some of the most overlooked areas that entrepreneurs and investors need to consider when trying to bring a new product to market?
One of the most overlooked areas is properly budgeting for marketing, communications, and sales strategy. Let’s consider a simple analogy: if you’ve developed the most innovative product capable of solving a critical health challenge, but no one knows it exists or understands its value, it’s essentially invisible. The same principle applies to a store—if customers aren’t aware that your doors are open or what you offer, your impact and revenue will be minimal.
I’ve learned that many entrepreneurs are eager to move quickly, but success, especially in healthcare, requires deliberate planning and time. Invest early in understanding your market, gathering feedback, crafting a robust business plan, and defining a clear communication and brand strategy. But strategy alone isn’t enough—you must also execute effectively, which takes time, a capable team, and adequate financial resources. By prioritizing these elements from the start, entrepreneurs and investors can dramatically improve their chances of success.
Do you think the current regulatory environment in New York State is enabling startups to succeed or could there be any improvements to help local businesses achieve greater outcomes locally and nationally?
New York offers incredible advantages for entrepreneurs and founders, particularly due to its unique intersection of investors, entrepreneurial networks, and opportunities for idea exchange. It’s a hub for networking, collaboration, and gaining visibility, making it an attractive startup environment.
That said, New York doesn’t exist in isolation. Many startups, especially those in healthcare and technology, face regulatory challenges beyond state lines. Navigating complex state and federal regulatory frameworks can pose significant hurdles for businesses trying to scale nationally. There’s certainly room for improvement in creating a more streamlined and supportive regulatory environment that enables startups to thrive locally while setting the stage for national success.
Could you share with us any new projects you are working on?
Certainly! At ABIG Health, we’ve recently released a white paper on healthcare marketing for startups, which you can download for free on our website at www.ABIGHealth.com. This resource is designed to help entrepreneurs navigate the complexities of marketing in the healthcare space and set a strong foundation for success.
In addition, we’re in the final stages of developing another white paper focused on the regulatory landscape of AI in healthcare. Our team of experts has worked to outline the critical considerations for founders looking to launch AI-driven solutions. It’s a highly technical and nuanced area, and we hope this paper serves as a valuable guide for those navigating this space.
Finally, we’re thrilled to be sponsors at HLTH in Europe this June. It’s an incredible event that brings together entrepreneurs, industry leaders, and established businesses in healthcare. I truly value these gatherings—they’re a unique opportunity for meaningful idea exchange and collaboration that can drive innovation forward.
Lastly, what would you recommend business owners with big ambitions do to make a truly profound impact in America’s healthcare system?
To make a meaningful impact in America’s healthcare system, business owners must first take the time to understand the system’s complexities. It’s a labyrinth of stakeholders, each with their own priorities and a web of financial incentives that often seem at odds with one another. I’ve had countless students and colleagues tell me, “I’ve been in healthcare for years, but I never realized just how complex it all is.” That complexity cannot be underestimated.
The key is to deeply engage with the stakeholders and thoroughly analyze your target market. This understanding is the foundation for creating solutions that address real problems and resonate with the people you aim to serve. The U.S. healthcare landscape is filled with great ideas and innovative products, but the ones that succeed are those grounded in a clear understanding of the system they seek to transform.
I’m passionate about helping organizations navigate this landscape, whether it’s understanding the market, building relationships with stakeholders, or aligning their innovations with the system’s needs. With the right approach, business owners can drive real change and leave a lasting positive impact.
To learn more about Dr. Brown’s work, visit ABIG Health.
