The manner in which Americans pay for, interact with, and evaluate health care choices is undergoing a significant shift. Cowen continues to forecast an evolution of health care away from the traditional fee-for-service payment model to a model that focuses on value and population health.
We expect these changes to persist as payers and providers become more focused on value-based care models (driving consolidation); pharmacies expand their reach connecting consumers, drug developers, and providers; and wellness continues to accelerate, expanding the market for digital health providers.
What we’re watching
Perhaps the largest sign of the growing role of consumers in health care is the emergence of a new category – wellness – driven by digital health innovations at scale. The new generation demands a democratized shopping journey with personalized solutions to their health and wellness needs.”
The Consumerization of Wellness Is Direct, Digital, and Disruptive