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How we care for ourselves

Capturing value in the new Care domain of growth
Industry
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Domain defined

Breaking boundaries in continuous, connected care

Health is no longer confined to hospitals, annual check-ups, or the healthcare sector alone. How we care for ourselves is becoming an integral part of daily life. As populations grow and expectations rise, health systems face increasing pressure. But technology, data, and new entrants are reshaping both how we deliver care and understand health. Industries that once operated separately are forming ecosystems centred on individuals, not institutions. This shift is creating new sources of value, by connecting consumer experience, clinical insight, and innovation in ways that scale, with trust at the core. 

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How to win in the Care domain

The dynamics

Explore the Care domain

Care is becoming a more proactive and personalised experience. It’s now driven by behaviours, data, and continuous engagement rather than reactive treatment. As healthcare, tech, insurance, and consumer sectors unite around outcomes, they create value throughout the entire care pathway, from early detection to lifelong wellbeing. Leaders who view care as a system, not just a sector, are positioned to shape what comes next.


AI, analytics, and connected devices are transforming healthcare by enabling earlier diagnoses, more precise interventions, and smarter decision-making throughout the care process. As data becomes more accessible, coordination can improve and new insights can emerge. The leadership challenge is to scale these technologies responsibly, ensuring trust, governance, and risk management are integral to how solutions are designed and delivered.


Organisations face mounting challenges, from rising costs and workforce shortages to fragmented data and complex regulations.  As consumer expectations rise, organisations can also rise to meet the moment. A transformation is underway across the health ecosystem: from isolated points of care to always-on platforms, from treatment to prevention, and from linear care pathways to interconnected models of care. This shift has the potential to drive improved outcomes and greater resilience.


Value is transitioning from products to long-term relationships, enabled by consumer-focused health services. Tech firms are stepping into diagnostics, insurers are prioritising prevention, and retailers are making health more accessible in everyday life.  So how can organisations stay ahead? Those that proactively understand their evolving customer and patient demands will be best positioned to lead.


Care is an interconnected system. Wearables bring technology and device manufacturers closer to care by generating real-time health insights. Prevention extends care into food and retail, because health is shaped by lifestyle choices. At the same time, climate change is altering disease patterns and straining health systems. Recognising these connections helps leaders decide where to invest and who to partner with.


Key sectors

Explore the key sectors shaping the Care domain

Health services are at the heart of the ecosystem. We're seeing a shift towards preventative, personalised, and digital care. Providers are moving from one-off treatments to ongoing engagement. The opportunity is to connect care throughout the entire process, increase capacity, and enhance outcomes.


Pharma is evolving into a more comprehensive health partner. With AI, genomics, and real-world data accelerating discovery, personalised and preventative care is becoming achievable on a large scale. As we focus on outcomes, the boundaries between therapy, diagnostics, and digital services are merging, paving the way for more connected, lifelong solutions.


Manufacturers are at the forefront of connected care. As healthcare moves beyond traditional settings, there's a growing need for intelligent, connected devices that allow monitoring outside hospital environments. This evolution is transforming manufacturers from mere equipment suppliers to comprehensive solution providers, propelled by advancements in automation, analytics, and digital twins.


Technology is the engine of the Care ecosystem, powering AI diagnostics, virtual care, and connected health. With sensitive data flowing at scale, trust, security, and interoperability are the new differentiators. Those who integrate effectively are likely to play a key role in how care scales.


Retail is reshaping how we experience care daily. Pharmacies, supermarkets, and digital platforms are now gateways to diagnostics, prevention, and wellbeing. With unparalleled data and extensive reach, retailers are pivotal in the ecosystem, serving as trusted allies for proactive health.


Insurance is evolving from simply pooling risks to actively preventing them. With AI and personalised medicine enhancing predictability, insurers are now venturing into health management and outcome-focused models. This shift is merging the roles of payor, provider, and platform, creating new opportunities for collaboration and innovation.


Cars are evolving into care platforms, where connected vehicles, sensors, and autonomous technology create real-time data for safety, monitoring, and emergency response. Mobility is now a key part of the future of care.


Your next move

Turning Care domain insight into action

Care is becoming a seamless and ongoing journey, reshaping the landscape of opportunities, growth, and competition. Leveraging innovative technology and a legacy of trust, we’ll help you translate rapidly evolving insights into adaptive strategies that create better outcomes for you and those you serve.

Care is shifting from one-off interventions to outcomes across the full journey. The opportunity lies in designing integrated models built around people, spanning prevention, diagnosis, and lifelong wellbeing.


AI and data are transforming care into a proactive, tailored, and continuous experience. We embed these capabilities across the care continuum to improve outcomes, productivity, and access, backed by the security and governance needed to scale safely.


We build adaptive systems engineered to anticipate and respond to demographic shifts, workforce pressures, and climate challenges, ensuring connected care delivers enduring value as the world around it evolves.


Domains of growth

Explore other domains of growth

The Care domain is part of a larger transformation as industries realign to meet essential human needs. Discover how value is being redefined across interconnected areas, and how these connections open up fresh avenues for growth.

Industry expertise

We bring expertise industries are built on so you can make decisions your future can stand on

Get in touch

Anthony Bruce

Anthony Bruce

Global Health Industries Leader

PwC United Kingdom

India Hardy

India Hardy

Global Health Industries, Partner

PwC United Kingdom