In the next decade, the US healthcare ecosystem will experience a fundamental shift from traditional care models to customer-driven journeys. To lower costs and improve outcomes, intelligent healthcare organizations (HCOs) will use next-gen technology to grant consumers a stronger voice in their care and build tighter connections across their care teams. HCOs have long overpromised consumers control over patient-centric experiences — only to underdeliver. Healthcare leaders should read this report to help redefine digital-first care pathways and champion customer obsession in emerging experiences.