Health Tech Lost Its Humanity — Here’s How to Bring It Back
Who really needs a Forward Health CarePod?
Where Forward went Backward
Forward Health’s recent shutdown is a great example of how health tech companies focus too much on themselves and not enough on their patients. Yes, I get it. Health tech is about technology, but the pendulum has swung so far that we’ve lost the human connection that’s core to the doctor-patient experience.
The mid-2010s health tech boom promised a dazzling future of holographic doctors, personal health optimization, and seamless digital-physical care.
It ultimately delivered a VC-hungry explosion of impersonal telehealth services, DTC pharmacies, and futuristic-looking exam rooms. The pressure to scale and product-obsessed leadership put more emphasis on flashy technology and less on answering real patient needs. Were there any doctors in those meetings?
I think back to my first primary care doctor—she hadn’t updated her furniture in over 20 years. The office smelled like my grandma’s basement and her latest technology was the fax machine. But she did one thing insanely well — building multi-generational relationships with her patients and their families.
Of course, I’m not saying doctor’s offices should disregard their appearances, but their appearances (and brand) should instead be informed through the doctor-patient relationship.
As co-founder of Haven Health, a new primary care company focused on LGBTQ+ health, we believe that effective care starts with human relationships first, supported by technology second. In fact, in our recent Haven-conducted survey, 60% of LGBTQ+ patients said they prefer in-person care to hybrid and virtual-only alternatives. Our patients demand an intimate environment to build trusted relationships.
So what can we learn from all of this? Here are three integral steps we’ve taken at Haven to build human-centered healthcare:
1. Go Deep into Your Patient Population
One-size-fits-all solutions miss the nuances of diverse patient groups. Health tech has an opportunity to focus on addressing needs for specific populations (women, aging, LGBTQ+). This hyper focus can help uncover critical patient behaviors and patterns—ultimately leading to better accuracy in care.
For example, Oak Street Health focuses exclusively on older adults (most notably Medicare). Their model addresses the unique challenges of aging, from managing chronic conditions to overcoming barriers in access to care. Their clinics, often located in underserved areas, offer longer appointment times, transportation, and community-building activities. Targeting these needs makes seniors feel truly seen and supported in every aspect of their care experience.
2. Embrace Preventative, Longitudinal Care
Healthcare shouldn’t revolve around reactive, condition-focused treatments. Patients need providers who treat them holistically over the course of their lives. Longitudinal care strengthens relationships and shifts the focus to prevention and wellness rather than crisis management.
Tia, for instance, has successfully built a model around women’s health, addressing their needs at every stage of life — from reproductive care to menopause. This approach not only improves outcomes but also solidifies trust, loyalty, and patient satisfaction.
3. Use Technology to Support, Not Lead
While technology and AI have revolutionized healthcare delivery, they should never overshadow human touch-points. I absolutely hate listening to a recorded phone menu when I want to speak with a human, but I don’t mind scheduling my appointments online. Identify those tough friction points for human interaction and use technology where it offers patient convenience.
Technology is extremely useful in backend workflows. For example, AI-powered scribe tools can handle administrative tasks like note-taking, allowing providers to engage directly with their patients instead of staring at a computer. Similarly, automation can reduce operation cost without compromising the patient-provider connection.
Patients don’t remember the efficiency of a chatbot or the aesthetics of an app. They remember feeling heard, cared for, and understood.
Health tech’s future lies in creating solutions that enhance — not replace — authentic relationships. By going deeper into these three areas, we can innovate in meaningful ways without compromising empathy. Isn’t that what healthcare is all about?
Matty Brownell (he/him) is an award-winning designer, Founder of ONTO and Co-founder of Haven Health. He has shaped the identities and patient experiences of some of the world’s most recognized brands across health-tech and bio-tech sectors.
Say hello at matty@havenhealth.care.
