New research on how consumers are navigating healthcare decisions in 2026
Healthcare consumers are making decisions differently than they did just a few years ago. Rising costs, fragmented access points, digital health tools, and changing expectations are reshaping how people choose when, where, and whether to seek care.
Drawing on findings from the Q4 2025 wave of the BPD Research Initiative, this report explores the forces influencing healthcare decisions today and what they mean for health systems focused on growth, access, and patient engagement.
The findings reveal a significant shift: consumers are taking a more active role in evaluating care options, weighing tradeoffs, and researching solutions long before they engage with a provider.
