{{item.videoDuration}}
{{item.title}}
{{item.text}}
{{item.videoDuration}}
{{item.text}}
Across the healthcare landscape, consumers are demanding change. They want preventive, connected, and technology-enabled care experiences that meet them where they are. PwC’s latest US Healthcare Consumer Insights Survey shows that 65% of consumers prefer a system focused on prevention rather than reaction, while 71% are open to AI-assisted diagnosis when reviewed by a clinician.¹
This digital confidence is strongest among younger generations: nearly 80% of Gen Z respondents use health tech monthly—from telehealth visits to wearable monitoring—compared to 70% of consumers overall. Yet even as digital health matures, access and experience gaps persist. Over half of respondents agree that the U.S. healthcare system is “fundamentally broken,” and 58% say access to care still depends on income or status.¹
For healthcare and life-sciences organizations, these insights signal an inflection point. Consumers are ready for AI-enabled, data-driven experiences—but they expect them to be seamless, trustworthy, and human-centered.
Context, not just personalization
Personalization alone may no longer be enough. Healthcare engagement should shift toward contextualization—delivering information and experiences that can fit that moment of care, taking into consideration the individual’s needs and the provider’s workflow.
Adobe’s recent State of Customer Experience in Life Sciences in an AI-Driven World report reinforces this shift.² It finds that life-sciences marketers see data integration, workflow automation, and content scalability as some of the top challenges to delivering meaningful engagement. Simply producing more content may not be the answer; organizations need connected content operations that can turn data into actionable, relevant interactions.
This idea of a modern content supply chain—spanning strategy, creation, management, and measurement—is rapidly becoming a foundation for success. When content, data, and insight flow together, organizations can deliver experiences that inform, reassure, and empower.
Reducing friction for providers and patients
The consumer survey highlights not only rising expectations but also the strain on the healthcare workforce. Patients notice when clinicians are rushed or distracted; nearly 1/3 of consumers identify as caregivers themselves, witnessing firsthand the impact of burnout.¹
For engagement leaders, the imperative is clear: don’t add to the noise. Streamline experiences for healthcare professionals by providing the right information, in the right format, at the right time. For patients, confirm digital touchpoints simplify—not complicate—the path to care.
By integrating AI insights and digital experience design, organizations can deliver support that fits naturally into both provider workflows and patient journeys.
Data and AI as enablers of empathy
AI and advanced analytics are powering new science and accelerating medical discovery. But their broader value lies in helping organizations communicate with empathy at scale. When used responsibly, AI can personalize education for patients managing chronic conditions, anticipate outreach needs for caregivers, or deliver clinical updates tailored to a physician’s specialty.
The goal is not technology for technology’s sake, but rather technology that makes care feel more human—predictive, proactive, and context-aware.
Steps to lead in the next era of care
Organizations seeking to lead in this new landscape can focus on three priorities:
- Modernize the content supply chain. Integrate data platforms, creative workflows, and measurement tools to deliver consistent, context-aware content across channels.
- Embed AI responsibly. Use AI to augment—not replace—human expertise, enabling transparency and trust in each interaction.
- Design for simplicity. Whether serving a clinician, patient, or caregiver, reduce friction by aligning digital experiences to real-world workflows.
The transformation ahead isn’t only about digital tools—it’s about creating connected ecosystems where insight, empathy, and execution work in harmony.
Endnotes
Explore more insights
Discover how PwC and Adobe are advancing digital health, AI-powered transformation, and patient-centered innovation.
{{filterContent.facetedTitle}}
{{contentList.loadingText}}
{{contentList.loadingText}}
Follow us
