Patient Experience Landscape in 2025

The U.S. patient experience technology market is projected to grow at a CAGR of 10.47 percent, reaching approximately $5.38 billion by 2032, according to SNS Insider. Now, more than ever, healthcare consumers demand agency, convenience and personalization in their care. Patients want to be in control of how, when and where they receive timely and convenient care tailored to their lifestyle, environment and medical history. To meet these expectations, provider and payor organizations continue to increase digital investments to provide experiences mirroring those found in consumer-facing industries such as retail and hospitality.

Watch: Advancing AI in Healthcare to Improve Efficiency and Unlock Productivity

Digital-first healthcare engagement

Digital-first patient engagement enables health systems to deliver services more efficiently by reducing manual workflows that drive up costs and create patient dissatisfaction. Solutions that support self-service allow organizations to scale services without requiring additional human capital.

Shifting to digital engagement models that patients can independently initiate and complete provides the autonomy they desire. Digital tools that offer real-time responses to both clinical and operational needs while reducing dependence on hospital and clinic staff significantly enhance the care experience.

Shifting care delivery models

Shifting toward lower-acuity sites of care benefits both patients and healthcare organizations. Administering care outside hospital and clinic walls, when executed effectively, reduces costs and frees up resources to deliver higher levels of care. With over two-thirds of patients embracing virtual care solutions for chronic and acute conditions (according to the 2025 ZS Future of Health Report), leveraging technology to create flexible care delivery models means that patients receive care options tailored to their condition, circumstances and past experiences.

Artificial intelligence in healthcare

More than 40 percent of patients would like to see AI being used in the diagnostic process, and over one-third of patients report overall trust in AI in healthcare, in general. To date, most AI applications have enhanced clinical and operational efficiency behind the scenes. However, placing AI-driven tools directly in patients' hands is gaining momentum as patients become increasingly familiar with these solutions in other consumer experiences like hospitality and retail. Healthcare organizations are ramping up the implementation of solutions like AI agents to streamline tasks such as appointment scheduling, referrals, medication management and billing. 

Learn more: The Future of AI in Healthcare: Strategies for Successful Adoption

Personalized healthcare

The era of one-size-fits-all healthcare is rapidly coming to an end as patients advocate for better, more personalized care. The recent public outcry over healthcare insurers has made it clear that patients are becoming more vocal in demanding precision care options, many of which are not typically reimbursed by payors. They expect provider and payor organizations to normalize tech-enabled diagnostic and therapeutic modalities like DNA sequencing, pharmacogenomics and wearables, as integral parts of the care journey.

Why it matters

Moving toward a patient-centric model of care using technology to engage, empower and support patients is a winning strategy for all healthcare stakeholders.

• For patients: Digital solutions help them access effective treatment more quickly and identify hidden health risks before they escalate.
• For providers: Technology allows them to scale services efficiently, reduce human touchpoints, and increase patient retention and brand loyalty.
• For payors: Digital-first healthcare drives adherence to care plans, keeping patients healthier and reducing high-cost interventions that result from delayed or poor access to care.