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The Future of Health Care Delivery

A medical professional sitting down with a woman who has a child. The medical professional is showing the woman something on a tablet device.

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.


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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