Abstract
Health technology startups are experiencing a significant surge in growth, particularly since the COVID-19 pandemic, as they address gaps in the sector. However, despite their increasing prevalence, there is still relatively limited knowledge about this sector's evolution. This opinion article explores emerging trends in health startups, including their market size, growth, significant challenges, and guidelines for key stakeholders from a global healthcare service industry perspective. By gaining a better understanding of these trends, new research opportunities and evidence-based practices can be identified.