The latest survey from PwC reveals an important shift in how patients approach healthcare. Instead of waiting for reform, they’re actively changing how and where they get care. With a focus on prevention and technology, consumers are moving toward a healthcare experience that feels more personal and convenient.
“Consumers are driving the change themselves.”
This survey, conducted from June 27 to July 9, 2025, involved 4,030 U.S. adults. The timing and size of this study give a broad snapshot of what today’s patients want from their healthcare.
A significant 65% of respondents prefer a healthcare system focused on prevention rather than just treating illnesses. Most people (70%) already use health tech tools, like apps and wearables, on a monthly basis. This trend isn’t just a fad; it’s becoming the norm as more consumers seek proactive health management.
“Seven in ten consumers already use health technology monthly.”
When it comes to where people want to receive care, preferences are shifting. While 72% of respondents visited a doctor’s office last year, only 34% would choose that option in the future. Many are leaning toward virtual visits, home care, and retail clinics for their convenience.
The biggest obstacle consumers face is the fragmentation of their health data. Only 26% find it easy to access their medical records across different providers. This lack of interoperability is a significant issue and affects trust and engagement.
“Fragmentation is the number one pain point for consumers.”
Affordability remains a major concern. Over half (51%) of those surveyed believe the healthcare system is fundamentally broken. For the uninsured, this sentiment is even stronger, with 71% feeling that access is often based on income or status. Surprisingly, 53% of uninsured individuals report having unmet health needs due to cost.
Another challenge is caregiver strain. Nearly one-third of Americans identify as caregivers, juggling responsibilities across multiple providers. This adds frustration to the already challenging healthcare navigation process.
Trust is still rooted in relationships with clinicians, but payers need to step up their game to improve their standing. When people seek health information, they often turn to doctors or the internet first, leaving payers behind. This presents a strategic opportunity for organizations to provide clearer guidance to help patients make informed choices before issues become urgent.
“Payers rank fifth among the main healthcare information sources.”
To enhance their experiences, consumers are willing to invest more in personalized care. About 28% would pay extra for tailored treatments, while interest in innovations like AI-assisted healthcare and genomic screening is widespread. Over half (57%) are keen on personalized medications. Most people prefer AI to handle administrative tasks, allowing clinicians to focus on direct patient care.
“Consumers are comfortable with AI handling administrative tasks.”
Healthcare costs are expected to remain high, with projections showing a trend of 8.5% for group insurance and 7.5% for individuals in 2026. This ongoing rise in costs further fuels consumer anxiety.
To navigate these challenges, PwC suggests four key strategies for healthcare leaders:
- Shift focus from physical locations to digital platforms that enable care anywhere.
- Enhance data sharing so patients can access their records easily across providers.
- Target groups who need tools to help manage care coordination, such as caregivers and multi-generational families.
- Ensure innovations remain affordable for lower-income patients.
What does this mean for healthcare players? Clinicians should embrace preventative conversations and use the digital tools that patients already prefer. Care teams can reduce missed appointments by standardizing follow-ups and using automated systems that ease patient navigation. Payers need to focus on digital tools that encourage healthy behaviors and support seamless data sharing.
As consumers demand more preventive care and digital access, organizations that adapt will gain trust and loyalty. Those that hesitate may lose patients to providers who simplify the healthcare journey. Investing in a system that prioritizes easy access, transparency, and technology-driven solutions will be crucial in the evolving healthcare landscape.
“Consumers want preventive care, personalization and digital-first access.”
In summary, patients are no longer waiting for changes in the healthcare system—they’re making their voices heard. The future of healthcare is proactive, personalized, and demands a digital-first approach. Embracing this shift could define who thrives in this new environment.
