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Report
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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…
US
Healthcare and Medical
simple
US Changing Face of Healthcare: 2026
"Healthcare is shifting to focus on inclusivity and innovation, driven by dissatisfaction with traditional models and a demand for personalized care."
David Hamlette, Research Analyst; Health and Wellbeing
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
Collapse All
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
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
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
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
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
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