Key Trends from SXSW 2025: 'Phygital Care' and the Rise of the Healthcare Influencer

The VSP Global Innovation Center was on the ground at SXSW 2025, the world’s largest innovation conference, to get a first look at the concepts and companies shaping the future. The Global Innovation Center was also on hand, bringing vision innovation to the conference through various activations, including panels hosted by Worth Media and Female Quotient. 

The team generated 50+ insights throughout the week by attending sessions, canvassing the show floor, and connecting with innovators worldwide. Those insights were consolidated into the “5 Trends from SXSW 2025” booklet.

Below are two of those key trends:

TREND #1:  The Influencer Economy Reaches Healthcare 

Insight: The influencer economy, a digital ecosystem where individuals monetize their personal brands and content directly with their audience, originally emerged in the arts and entertainment space. SXSW 2025 showcased how this ecosystem is now operating within and impacting healthcare. In fact, seven in ten Americans either follow or seek out health-related content on social media or learn about health issues from these platforms. 

Why It Matters: The influencer economy often circumvents traditional gatekeepers, creating an alternative for patients who may rely more on individual provider or patient advocates than trusted networks for information, referrals, or care.

Notable Number: An estimated 1 in 4 people worldwide contribute to the influencer economy, the fastest-growing small business category today.

SXSW Panel Recording to Check Out: Creators for Mental Health: Building Wellness in the Digital Age 

TREND #2: “Phygital Care” Signals Integrated is the Standard  

Insight: The pandemic catalyzed a rise in hybrid care models, affording patients access to both virtual and in-person care. Today, hybrid approaches have evolved into "phygital care," where both touchpoints not only co-exist but seamlessly integrate with and enhance one another. At SXSW, Pfizer's CTO Lidia Fonseca emphasized the importance of "phygital," outlining the growth of its "Digital Companion" platform, a suite of digital tools and solutions designed to support patients throughout their treatment journey. 

Why It Matters: Patients no longer view virtual and in-person care as a binary. It’s now expected that in-person care is seamlessly integrated with and complemented by virtual components and vice versa.

Notable Number: A recent survey from the CDC found that 70% of patients prefer healthcare providers who offer both digital and physical care options. 

SXSW Panel Recording to Check Out: How To Leverage Digital Tools to Become An Empowered Patient (Panel will appear as an episode in Pfizer’s ‘Science Will Win’ podcast) 

At SXSW 2025, the Global Innovation Center partnered with Worth Magazine on a standing-room-only event and discussion around AI's impact on employers and employees. Due to the technology's ability to personalize learning and development, enhance health and wellness programs, and contribute to fostering a healthy work-life balance by automating routine tasks, the panel explored how AI is really behaving not just as a productivity tool but as an employee benefit.

“The efficiency-only framing of AI misses on its opportunity to serve as a holistic benefit to employees and employees," explained panelist and Workman VP of People Research Meisha-Ann Martin.

Check out the other three trends from the conference in our insights booklet and view the Global Innovation Centers’s SXSW 2025 highlight reel above or here. 

For more vision innovation news and updates, check out the Global Innovation Center's LinkedIn page.