Health tech growth partner Highland has today revealed its new identity – reflecting a sharper focus as it helps health tech companies to find market opportunities, convince target audiences, and drive growth.

Known for nearly a quarter of a century as Highland Marketing, the company has built a strong reputation for launching and championing many successful health tech brands.

Setting a trend in the early 2000s, the company became one of the first integrated marketing and communications agencies to focus solely on health tech. Since then, it has helped a wide range of technology companies as they have hit headlines, won major contracts, influenced policy, and become market leaders.

Now formally known as Highland, the company’s updated identity reflects innovation in service provision that goes beyond traditional marketing. Health tech companies have engaged Highland to understand their viable market, to engage and convince health and care audiences, and to grow their business through a range of strategies to get directly in front of decision makers.

Mark Venables, CEO of Highland, said: “Health tech companies need more than just traditional marketing to succeed and grow. The ability to project our customers’ messages into the market remains important. But we have listened carefully to health tech companies as requirements have evolved, innovating in response. Resulting impact and the ability to respond to business objectives has led to us becoming a growth partner in health tech. Our updated identity reflects more than a brand refresh – but another leap forward to help drive health tech adoption, and take-up of technology that can make a meaningful difference to people’s lives.”

Highland’s message comes at a time of significant national focus on technology adoption in health and care. During 2025 alone the NHS 10-year health plan placed significant emphasis on moving from analogue to digital, and a separate Life Sciences Sector Plan has spelled out the importance of health tech for both health resilience and the UK economy. An urgency to scale innovation was also described in Lord Darzi’s 2024 independent review of the NHS, and in a November report on the NHS Innovation Ecosystem.

Susan Venables, founder and client services director of Highland, said: “There was an unprecedented opportunity for technology in healthcare when Highland Marketing was launched in the early 2000s. National policy is again focussed heavily on technology adoption. The emergence of innovation, including AI, is rapidly developing. And a rich UK health tech sector with thousands of companies means there is an especially strong opportunity to advance health and wealth.

“Delivering on that requires a new approach in 2025, so that innovative companies can respond to a new era in health tech – that’s why Highland has become a growth partner for our clients. I am immensely proud of the trust and confidence our team has earned in the sector, something we never take for granted. It means we have the connections, the expertise, and the services to be a driving force for health tech. As we help companies navigate the complexities of a changing sector, we are committed to helping them to find, convince, and grow their market.”