The healthcare industry is ripe with opportunity. It’s a $3 trillion market whose customers mostly feel they pay too much for what they get. The growing linkage of provider reimbursement to cost and outcomes creates room for innovators whose product or service can lower cost or improve outcomes. This is why we’ve seen significant moves from the likes of Amazon, Apple, and Google, as well as the creation of an abundance of healthcare startups.

Unfortunately, many of those new startups are having to close up shop. Call9, which hoped to provide nursing homes with telehealth tools to prevent older adults from having to visit the hospital unnecessarily, is among the latest, though there are many others who have met the same fate.

Shuttering startups has serious implications for the healthcare industry, with increasing closure rates discouraging further innovation that the industry, and especially consumers, still need and want.