Forrester Predicts Consumer Revolution In Healthcare
Healthcare organizations must adapt to changing consumer behaviors, according to Forrester. Consumers are increasingly relying on AI and direct-to-consumer services for healthcare needs.
Original reporting · forrester.com
Original: “Predictions 2027: A Consumer Revolution Is Rewriting Healthcare’s Rules”
Read “Predictions 2027: A Consumer Revolution Is Rewriting Healthcare’s Rules” at Forrester →
How this was written. The 5:45 Ops Desk wrote this article with a language model from Forrester’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Forrester’s report
- Healthcare organizations must adapt to changing consumer behaviors and the growing use of AI and direct-to-consumer services
- AI is expected to play a larger role in healthcare, performing tasks such as routine-care check-ins and scheduling tests and procedures
- GLP-1 adoption is expected to reach 20% of Americans, inspiring new treatment pathways and digital-first models
Healthcare and life sciences organizations are facing a significant shift in how consumers access care and make health decisions, Forrester reported. A new healthcare economy is emerging, driven by consumers' growing reliance on AI, direct-to-consumer services, and breakthrough therapies. This change is forcing healthcare organizations to reevaluate their role and the value they provide to consumers.
The traditional role of healthcare organizations as orchestrators of care is changing, according to Forrester. Consumers are increasingly starting their healthcare journey in public AI models, with over half of US consumers expected to do so. This shift is driven by the convenience and effectiveness of AI in delivering faster answers and more helpful guidance.
AI is poised to play a larger role in healthcare, with AI agents expected to perform 20% of routine-care check-ins, Forrester predicts. This will help healthcare organizations expand their capacity and reserve scarce clinical talent for more complex tasks. Consumers are also becoming more comfortable with AI handling tasks such as scheduling tests and procedures, with 37% of US online adults willing to let AI handle these tasks without clinician review.
The adoption of GLP-1 medications is expected to reach 20% of Americans, inspiring new treatment pathways, Forrester reports. This will lead to a surge in digital-first treatment models for chronic and lifestyle conditions, particularly in areas such as women's health and dermatology. Healthcare organizations must rethink their economic models to meet the changing needs of consumers.
Healthcare leaders must start preparing for a future where consumers take a more active role in their healthcare, Forrester advises. This will require creating new models and ways of working that meet consumers where they are and where they're going next. Forrester clients can access guidance and resources to help them navigate this change, including analyst sessions and strategy workshops.
The shift towards consumer-driven healthcare will require healthcare organizations to take a bolder approach to their brand and presence, Forrester notes. This includes leveraging thought leadership opportunities and AI-powered experiences to build influence and trust with consumers. Healthcare organizations that fail to adapt to these changes risk becoming invisible to consumers.
Overall, the healthcare industry is on the cusp of a significant transformation, driven by changing consumer behaviors and the growing use of AI and direct-to-consumer services. Healthcare organizations that adapt to these changes will be well-positioned to thrive in the new healthcare economy, while those that don't risk being left behind.
Questions and answers
What is driving the change in healthcare consumer behavior?
The growing use of AI and direct-to-consumer services is driving the change in healthcare consumer behavior, according to Forrester.
How can healthcare organizations prepare for the future of healthcare?
Healthcare organizations can prepare by creating new models and ways of working that meet consumers where they are and where they're going next, and by leveraging guidance and resources from Forrester.
What is the expected impact of GLP-1 adoption on the healthcare industry?
The adoption of GLP-1 medications is expected to inspire new treatment pathways and digital-first models, particularly in areas such as women's health and dermatology, Forrester reports.
