The Four athenahealth Marketplace Categories with Hockey Stick Growth

I've been analyzing data from the athenahealth marketplace and four categories have been booming in the AI era.

Virtual Assistant is the broadest of the four categories and the fastest growing, with 3 more added in January 2026 alone.

Document Management / Chart Search barely existed before 2023 and is now one of the fastest-growing categories on the marketplace.

Schedule Optimization saw moderate competition until flatlining in 2022, and AI brought it back. By 2025, 12 new products had entered the category.

AI Medical Scribes isn't an athena category. I combined their Transcription and Speech-to-Text capabilities after reviewing the products in both and determined they are all AI-powered clinical documentation tools. They just self-selected into different categories on the website.

A few notes on the data:

Marketplace partners self-select their capabilities, and a single partner can appear in multiple categories. There's overlap between these four, but the majority of partners in each category are unique to it.