US Changing Face of Healthcare: 2026
The US healthcare landscape is undergoing a significant transformation, driven by shifting consumer attitudes and rapid technological advancements.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for the face of healthcare
- Opportunities
- Bridge the divide between care and insurance through tech
- Foster trust through representation and transparency of care
- Lead the longevity movement by empowering consumers to redefine healthy ageing
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THE MARKET
- Consumers and the economic outlook: an economic snapshot
- Market drivers
- Ageing population will drive the need for healthcare
- Graph 1: population of adults over the age of 65, predictive, by year, 2025-40
- OBBBA changes requirements for financial medical assistance…
- … however, the fertility space continues to see legislative support
- From west to east: the permanence of holistic style medicine
- Healthy ageing and longevity are becoming the new priorities for modern living
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THE CONSUMER
- Trust and value: who feels seen?
- Trustworthiness is down across the board…
- …but interaction with specific individuals within the system has improved
- Graph 2: change in trust in subsection of US healthcare system, 2025
- Ensure (BI)POC consumers feel represented through physician diversity
- Women ‘on-the-fence’ when it comes to trusting healthcare
- Midi Health bridges gaps in women’s wellness
- The digital divide of healthcare: Leveraging technology for outreach
- Address medical misinformation exposure among younger adults
- ‘Infodemic’: the alarming trend of health misinformation on socials
- Expand healthcare access for rural communities beyond just telehealth and telepharmacy
- Brand callout: Phillips takes to the road to lessen rural health gap
- Personalization, prevention and innovation
- Bridge the AI trust gap by prioritizing personalized, preventative care for all generations
- Graph 3: select interest in healthcare innovations, by generation, 2025
- Deliver on the younger generations’ interests in variety
- Graph 4: alternative healthcare services used in the past 12 months, by generation, 2025
- Call out: ClassPass introduces consumers to a broader classification of health
- Enable Gen X consumers to manage their health and finances with at-home diagnostics and care solutions
- Graph 5: select interest in healthcare innovations, by Gen X, 2025
- AgeTech ecosystems will enable older consumers to take charge of their health as they age
- Data, privacy and trust: the new bargain
- Position data sharing as recognition for healthy activity
- Win over older consumers with communication and the perception of choice
- Graph 6: select factors influencing sharing health data, by age 55+, 2025
- Callout: Federal organizations are getting involved in improving privacy and data sharing
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PRODUCT, INNOVATION AND MARKETING
- Novo Nordisk expands into telehealth
- Healthcare, but make it fashion
- Menopause care continues to expand: Peri for premenopause
- Cimed’s Claud.IA serves to break the barriers around both language and education
- Tailor coverage to different age groups
- Flexible health insurance for younger consumers
- SuperPower roots itself in proactivity, personalization and practicality of care
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APPENDIX
- Trustworthiness in US healthcare system
- Graph 7: trust in US healthcare, 2025
- Changes in experience in the US healthcare system in past 12 months
- Graph 8: change in experience in US healthcare in the past 12 months, 2025
- Health insurances currently held
- Graph 9: current health insurance held, 2025
- Changes in trust in subsections of healthcare
- Graph 10: current health insurance held, 2025
- Sources for credible health information
- Graph 11: sources for health information, 2025
- Traditional healthcare services used in the past 12 months
- Graph 12: traditional healthcare services used in the past 12 months, 2025
- Alternative healthcare services used in the past 12 months
- Graph 13: alternative healthcare services used in the past 12 months, 2025
- Factors influencing whether to share personal health data
- Graph 14: factors influencing sharing health data, 2025
- Attitudes and behaviors around health insurance
- Graph 15: attitudes and behaviors around health insurance, 2025
- Trade down behavior for healthcare expenses increasing
- Graph 16: trade down behaviors for healthcare price increasing, 2025
- Interest in healthcare innovation
- Graph 17: interest in healthcare innovations, 2025
- Report scope/market definition
- The consumer
- Consumer research questions
- Consumer research methodology
- Abbreviations
US Healthcare Industry – Trends and Insights
- The US healthcare landscape is undergoing a significant transformation, driven by shifting consumer attitudes and rapid technological advancements.
- One of the most prominent changes continues to be the move of holistic healthcare from a niche market to a mainstream preference, with a notable 55% of consumers now expressing genuine interest in alternative health solutions, signaling a broader cultural shift towards preventative, whole-body wellness rather than purely reactive treatments.
- A key industry impact of this evolution is the growing demand for hyper-personalized healthcare experiences. This trend is largely propelled by younger generations who, being digital natives, expect the same level of customization from their healthcare providers as they do from other services. Technology, particularly AI and wearable devices, is facilitating this shift by enabling continuous health monitoring and tailored wellness plans.
- New tech offers a chance to address long-standing gaps and merge healthcare and insurance, creating a more integrated and transparent system. However, declining trust in traditional systems is a major threat to established players.
This Report Looks at the Following Areas:
- Key market forces shaping the evolving landscape of healthcare
- Shifts in trust and perceived value of traditional healthcare systems
- Harnessing technology to enhance healthcare outreach and accessibility
- Consumer behavior trends focusing on affordability and access to healthcare and insurance
- Emerging themes of personalization, prevention, and innovation in healthcare systems
- The growing importance of data privacy and trust as the foundation for future expectations in healthcare
- Advancements in healthcare technology driving progress in personalization
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