Healthcare and life sciences (HLS) organizations are no longer the default starting point for how consumers access care, make health decisions, and navigate the healthcare system. A new healthcare economy is emerging — one where consumers increasingly rely on AI, direct-to-consumer services, and breakthrough therapies. This shift away from traditional consumer behaviors leaves HLS orgs answering an uncomfortable question: What unique value do they provide?

In our report, Predictions 2027: Healthcare, we look at how the industry’s traditional role as orchestrator is changing. Organizations that adapt to these changes will retain influence over the consumer journey; those that don’t risk becoming invisible. Here’s a preview of some of our predictions for healthcare in 2027:

  • Over half of US consumers will start their healthcare journey in public AI models. Consumers show continued indifference between public and private models for many healthcare tasks. As AI consistently delivers faster answers and more helpful guidance, public models are poised to become healthcare’s new front door. Nearly one-quarter of US online adults would let AI choose their health plan, whether the recommendation comes from their insurer or a public AI tool. When it comes to scheduling tests, procedures, or follow-up appointments, 37% of US online adults are comfortable letting AI handle the task without clinician review. AEO offers a solution to HLS orgs that want to remain visible.
  • AI agents, not doctors, will perform 20% of routine-care check-ins. AI will absorb a growing share of routine interactions, helping healthcare organizations expand capacity by reserving scarce clinical talent for work that requires human judgment. As consumer confidence grows and AI accuracy improves, lower-risk tasks can shift from clinicians to machines. Today, one-quarter of US and nearly one-third of UK online adults are willing to let AI adjust their medication, care, or treatment plan without clinician review. Replacing docs with bots solely to control costs is a dangerous proposition. The AI race won’t be won by replacing humans but by reengineering care with human oversight.
  • GLP-1 adoption will reach 20% of Americans, inspiring new treatment pathways. GLP-1s are redesigning digital-first healthcare. Over half of US online adults now research medications on their own before talking to a doctor, and one-fifth have medications delivered directly to their homes. By 2027, these expectations will extend to other chronic, lifestyle, and preference-sensitive conditions, particularly where stigma, long wait times, or limited specialist access create friction. Therapeutic areas such as women’s health, dermatology, and longevity support will experience a surge in digital-first treatment models that bypass traditional care pathways. As consumers demand better access to treatment for more ailments and conditions, pharma, providers, and payers must rethink old economic models built on monetizing sick care.

Start Preparing For 2027 Today

Healthcare leaders should start preparing for consumers who increasingly choose their own path. Incremental fixes to legacy journeys won’t be sufficient; it’s time to create new models and ways of working that meet consumers where they are now and where they’re going next. Forrester clients can:

  • Connect with an analyst. Request a guidance session or inquiry to deepen your understanding of what it means for your organization.
  • Schedule a strategy session or initiative workshop. An in-person or virtual analyst-led, cross-functional strategy session or workshop brings teams together to build actionable next steps.
  • Consider thought leadership opportunities. As consumers begin their journeys in AI-powered experiences, the influence and presence of your brand is no longer just about what’s on your website. Healthcare brands must take a bolder approach to what they stand for. We can accelerate these efforts through our thought leadership offerings.
  • Explore even more with Forrester AI. Use our AI-powered research assistant to ask questions like, “How do I optimize my AI strategy in healthcare?” and “How can I improve customer trust in healthcare?”

If you aren’t yet a Forrester client, download one of our complimentary Predictions guides and access additional resources on the Predictions 2027 hub.

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