Possibly because of its distinctly unglamorous image compared to some other markets, medical AV hasn’t always received its due attention over the years. But whilst it does involve relatively low volumes for pro AV vendors and integrators, it’s also a market that is fairly stable and rich in opportunity due to its extensive AV needs.
Despite rising economic pressures in the public sector, it’s also a market that is growing steadily. Mike Sullivan-Trainor, senior industry analyst at AVIXA, reveals: “The healthcare sector is projected to grow by 3.2 percent in 2025, from $8.7bn in 2024 to nearly $9bn in 2025. While budgetary constraints may restrict investment in pro AV solutions, the industry continues to adopt technologies customised for healthcare facilities. This is reflected in overall pro AV growth of 5.3 percent CAGR (Compound Annual Growth Rate) for 2025-2030.”
Such stability, he adds, makes healthcare a consistent growth area for pro AV providers, even as other verticals experience cyclical slowdowns. But it’s also the case that regional factors can shift this consistency. “For example, reduction in public health funding in Western European countries can cause hospitals to postpone high technology investments for collaboration and patient engagement in favour of core medical technology requirements,” he says.
Tony Crossley, special projects director for AV design and integration company Pure AV, is not alone in suggesting that the pandemic was a major turning point for this market. “The demand for audio-visual solutions in the medical and healthcare sector has increased significantly in recent years. The catalyst for this was Covid-19. As industry, in general, was going into lockdown, the NHS in particular was going into overdrive. In an instant, they needed to use technology to improve and streamline their working practices and they quickly looked to the AV industry to provide solutions, particularly with the provision of hybrid meeting spaces.”
INVESTMENT PRIORITIES
As a general rule, investments which can have a direct impact on patient outcomes are the ones that are prioritised. But with Sullivan-Trainor noting the use of AV technology to facilitate communication, collaboration, training and patient engagement, the mix of investment can also be more diverse than in many other markets.
A specific legacy of the pandemic era has been the adoption of a host of technologies to support hybrid meetings and telemedicine, which involves the remote consultation and treatment of patients.
“Pure AV has provided many solutions for both the NHS and private sector in recent years,” says Crossley. “The solutions have included AV systems for general meeting rooms, specialist meeting rooms such as multi-disciplinary teams rooms and specialist imaging seminar suites, auditoriums, simulation training suites and immersive spaces. Almost all of these solutions required hybrid functionality to allow remote delegates and presenters to participate seamlessly and get the same experience as people in the room.”
Sullivan-Trainor notes: “Hospitals, clinics and practitioners are investing in pro AV to support telemedicine, hybrid care models, and simulation-based training. These investments are less discretionary than in other sectors because they directly impact patient outcomes. Healthcare facilities are also prioritising upgrades to integrated operating rooms, control centres and digital signage for real-time information sharing. IPTV and digital signage systems are being deployed to improve the experience for patients and visitors, offering additional services such as live and on-demand TV, and food ordering.”
STRONG DEMAND
In terms of specific technologies, video conferencing, digital signage and high-resolution displays remain in strong demand. Sullivan-Trainor says the sector is set to enhance investments in high-quality video for applications like patient information systems and diagnostic imaging, with spending on LED video displays expected to rise 7.6 percent in 2025, while flat displays continue diminishing growth. “High-resolution displays – particularly 4K and increasingly 8K – are critical for surgical environments where image clarity is paramount. Video-over-IP platforms are also gaining traction, enabling flexible routing of content across operating rooms, teaching theatres and remote consultation spaces,” he notes.
Expanding upon the expectations of display solutions in the market, Martin Lienau – product manager large format displays at Sharp NEC Display Solutions Europe – highlights three priorities, beginning with precision.
“Visual accuracy is critical, and technologies like [Sharp NEC software] SpectraView play an important role in making sure the image remains precise, consistent and reliable. Secondly, longevity is important in medical environments with an expectation that displays maintain quality over years of use, with minimal deterioration. The third priority is flexibility, especially as more installations involve additional signal sources such as AVoIP integration. This flexibility can mean collaboration between multiple sites or ensuring systems can adapt to different workflows.”
IN DEMAND
Regarding Sharp NEC’s solutions in this area, Lienua observes: “In the medical market, the MultiSync M2 Series, or higher spec models, are typically the most in-demand. This is because of the inbuilt SpectraView engine ensuring best image quality, along with slot capabilities such as Intel SDM and Raspberry Pi, which give them the flexibility required in different usage scenarios. Importantly, they include DICOM simulation mode, making them well-suited for reviewing medical documentation and supporting multidisciplinary team (MDT) case discussions.”
Phil Mitchell, medical displays and X-ray detectors at LG Electronics – IT Solutions, says: “The medical monitor market has changed dramatically over the past five years. First of all Covid changed where medical reporting was done. Instead of being hospital-based, consultants were issued with home reporting stations, nearly doubling the amount of diagnostic monitors in use. Tele-radiography is also a growing business, where private companies will provide hospitals with remote reporting services, allowing consultants to report on images from around the world. These factors have helped reduce the hospital-based workload and allow for 24-hour reporting.
Trends have also changed in the type of screen used. With the cost of larger panels reducing, reporting is increasingly carried out on a single (31-32in) screen, rather than the traditional 2 x 21in screens, he says.
In terms of LG’s own latest developments in this area, Mitchell cites the 27HS713C clinical review monitor, whose features include USB-C connection and remote calibration ability. As to future market needs, he says: “Portable medical monitors and laptops are a newly opening market. While hospitals will always use desktop monitors, consultants and businesses are all looking for portable options. WiFi, Bluetooth and monitors containing all hub connections will be a must in the coming years.”
IMMERSIVE & SIMULATION
Across the interviews for this article, it also became clear that immersive technologies such as AR and VR are regarded as huge opportunities for the future, covering multiple applications in training and surgical planning. Futuresource’s lead analyst for XR, Nikolaos Tzoumerkas, highlights the use of XR in medical applications including platforms for anatomy visualisation and soft skills training (diversity, communication with patients); VR therapies for phobia treatment, PTSD and pain management; and VR tools to practice complex procedures or for robotic surgeries. He also sees “gamified rehabilitation” through apps and XR as another area of significant potential.
At present, XR budgets are still quite limited, but Tzoumerkas says they are growing through academic and government initiatives. Hardware expenses have also dropped, although it’s apparent that there is still some way to go: “The hardware costs have fallen substantially to allow for pilot programmes to run in order to showcase the benefits of the segment; however, they are still not low enough for a wider adoption.”
Simulation suites and immersive rooms have become an increasingly significant part of Pure AV’s workload. “Immersive spaces have the advantage of being able to change a room completely,” says Crossley. “This has been of particular use with paramedic training where at the touch of a button a white rectangular room can transform into a car park, a night club, a shopping centre or a home. By adding audio soundscapes and changing the colour temperatures of the room lighting we can create an enhanced level of reality.”
He adds: “Simulation suites which use multiple cameras that provide crystal clear images combined with microphone arrays that can be digitally steered to any area of the room provide an accurate depiction of a simulation exercise for debrief purposes. By ingesting digital feeds from observation and investigation-based medical systems, recording telephone conversations and combining this into a single AV stream which can be watched by experts anywhere and be recorded for playback later, there are enormous benefits for trainers and trainees alike.”
Demand for simulation suites was originally focused on emergency and ITU applications, but in recent times there has also been a requirement for dental care and mental health simulation systems, notes Crossley.
IT AND AI
Centralised and remote management would seem like another obvious candidate for robust growth in the post-pandemic era, but opinions suggest a more varied outlook. Sullivan-Trainor notes: “On the software side, advanced management platforms that allow centralised monitoring and control of AV systems are becoming essential, especially in large hospital networks. Telemedicine platforms remain a top priority, supported by high-quality cameras, microphones, and collaboration tools that ensure reliable, secure communication between clinicians and patients.”
But Crossley suggests that so far progress in this area has been more protracted. “In terms of remote management of AV systems, the healthcare sector has been running behind other sectors such as corporate and higher education. There is understandable concern about cybersecurity and we have noticed that different NHS trusts have differing approaches to third parties having access to their networks. Many businesses in the corporate sector now operate IoT networks, which is great for remote management of AV systems, and so I’m sure that the healthcare sector will begin to invest in this type of network in the coming years.”
Then, of course, there is the spectre of various AI-powered applications. “Using AI-based transcription technology will provide further enhancement to the collaborative processes already in place within the sector,” says Crossley.
Sullivan-Trainor cites several areas where AI is already having an impact: “We’re seeing AI-driven video analytics being used for patient monitoring, including detecting movement patterns, predicting falls, and alerting staff in real-time. In telemedicine, AI has the potential to enhance diagnostic accuracy by integrating imaging analysis and decision-support tools into video consultations.”
So, plenty of exciting applications in healthcare for AI, some of which are surely yet to be identified. Suffice to say, they will likely add further momentum to a market whose desire for innovation is arguably unrivalled, and one that continues to be an early adopter of and vital testing ground for new technologies.
