Translating emerging health technologies towards adoption and patient benefit requires timely and effective research and development decisions. Early health technology assessment has a key role to play in supporting these decisions. A new consensus definition of early health technology assessment is a welcome contribution to help bring these activities toward wider use in the field. In parallel, the opportunities to perform early health technology assessment activities are increasing as new types of health technologies begin to enter healthcare systems globally. A greater focus on transparency of reporting, improving awareness around how early health technology assessment can impact decision-making, increased resourcing for these activities, expanding training for analysts, and encouraging collaboration between individuals across healthcare systems will be vital to strengthen the uptake of early health technology assessment from this point forward.