The reason behind many of these failures is that startups are adopting an approach ill-suited to healthcare – a complex and regulated industry with its own set of rules, specific workflows and complicated landscape of stakeholders – patients, doctors, regulators and insurers – all of whom have a say in whether the technology is adopted. Roeland Pater, founder of early stage health tech, Nori Health, is confident that his'need driven approach' to building and developing his AI-powered digital coach aimed at supporting millions with Inflammatory Bowel Disease and IBS will ensure his business will flourish – could this same approach pull startups out of the AI tech bubble? It's set to be a record-breaking year for health tech investments, surpassing the $8.1bn ( €7.3bn) invested in 2018. Babylon Health closed a $550M funding round this August, valuing the company at $2bn! With such sums pouring into this space, waves of digital health startups are making claims that are big, brash and bold.