The healthcare industry is undergoing a significant transformation, with new trends shaping the landscape in 2025. According to a recent survey conducted by the Deloitte Center for Health Solutions, which polled 80 C-level executives from large healthcare organizations, 2025 is expected to be a year of notable financial growth. An encouraging 69% of respondents anticipate an increase in revenue, while 71% project higher levels of profitability.
The survey also revealed several key trends expected to drive this growth. Over half (53%) of the executives identified improved cost efficiency and productivity as critical priorities for the year. Additionally, 36% foresee increased investments in technology platforms, highlighting the industry’s commitment to digital transformation. Notably, 53% of the respondents believe that 2025 will bring meaningful advancements in customer experience, engagement, and trust—signaling a shift toward more patient-centric care models.
Deloitte’s research highlights several key trends shaping the healthcare landscape in 2025. These trends reflect a growing emphasis on consumer-centered strategies and technology-driven solutions. Key insights include:
- Focus on Consumer Acquisition and Retention
Healthcare organizations are increasingly prioritizing the attraction and retention of consumers by tailoring their products and services to align with specific market dynamics and competitive environments. This can include strategies such as enhancing brand loyalty, refining existing offerings, and introducing new services that resonate with the unique needs of local communities.
One approach that health insurance plans can take is to form strategic partnerships with well-established companies to provide added value to their members. These collaborations could deliver lifestyle or wellness benefits that enrich the overall customer experience, making health plans more attractive. For example, Guardian is providing certain members with access to the Peloton app so they can join instructor-led programs and articles on health & wellness.
2. Meeting Evolving Consumer Needs
Affordability, accessibility, and convenience are top priorities for health systems in 2025. Organizations are increasingly recognizing that improving the customer journey requires more than just medical care—it means addressing the broader barriers that prevent individuals from accessing health services. Telehealth provides the opportunity to break barriers. This could involve offering transportation assistance, extending office hours, or implementing programs designed to reduce out-of-pocket costs and improve care efficiency. These efforts reflect a commitment to making healthcare more inclusive and responsive to the day-to-day realities consumers face.
3. Technology as a Driver of Growth and Satisfaction
Investments in digital health technology are emerging as a critical factor in achieving both customer acquisition and improved customer experiences. By addressing challenges like long wait times, lack of transportation, and fragmented access to personal health information, technology is helping to streamline operations and create a more seamless experience for patients. For instance, some health plans are now integrating travel insurance features into mobile apps, allowing users to schedule appointments with vetted providers abroad and submit claims instantly, resulting in a “cashless, claimless” process. These types of innovations not only enhance convenience but also set a new standard for what consumers can expect from their healthcare providers.
Additionally, certain wearable devices can be used to continuously monitor and detect early signs of illness and be instrumental in preventative care, notes IDTechEx. More and more technology devices are adding healthcare applications that are FDA and CE approved and can monitor for “silent disease” like hypertension and atrial fibrillation, which can lead to both preventative care and early detection.
IDTechEx also notes that technologies will improve remote patient monitoring for patients with chronic conditions, which is a necessity for the healthcare industry. The management of both mental and physical healthcare conditions can dramatically improve patient quality of care and reduce costly hospitalizations.
4. Improve Cybersecurity Measures
As the industry continues to move toward digital healthcare solutions, improving cybersecurity measures is critical for protecting patient information as well as brand reputation. Many healthcare systems are prioritizing cybersecurity improvements this year to protect their digital platforms from cybersecurity threats. Additionally, KLAS Research found that healthcare systems are “preparing for when, not if, they will need to employ incident response, disaster recovery and business continuity strategies.” They polled 69 organizations that noted implementation of NIST CSF 2.0, the Healthcare and Public Health Cybersecurity Performance Goals (HPH CPGs), the Health Industry Cybersecurity Practices (HICP), and the NIST AI Risk Management Framework (NIST AI RMF).
About Frat Marmur
Frat Marmur is the VP of Marketing at Air Doctor, a global leader in travel health.
