Trend Providers move from reactive care to proactive, decentralised, personalised models

Summary

PwC sees consumer health occasions as a route to earlier engagement for providers such as hospitals, health systems, and primary care networks. The sector is already moving away from reactive care toward models that are more proactive, decentralised, and personalised. AI, data, and digital tools are increasingly built into care pathways rather than added at the edges. Concerns such as sleep, stress, weight, adherence, prevention, remote monitoring, and digital triage create moments to engage before formal care. PwC argues that providers can turn the wider decision network around consumers into earlier and better-coordinated care.