Steering through a maelstrom of uncertainty and risk in a rapidly changing healthcare landscape requires resilient leaders who will adapt strategies centered on the human experience. Advancements in AI and the widespread availability of medical information are compelling US healthcare provider organizations (HPOs) to reassess how they engage with customers and employees. They are exploring creative ways to reposition themselves and demonstrate steadiness in an increasingly concentrated industry. To succeed, HPOs will achieve stability and remain relevant by leaning on core values.

To help guide HPO leaders, our new report, The Seven Trends That Matter For US Healthcare Providers In 2025, explores the top seven trends for HPOs this year, including:

  • Differentiation through content centers of excellence. With the proliferation of health-related misinformation, HPOs are positioning themselves as trusted sources by creating reliable educational content in diverse media formats. But to stand out, HPOs must tailor content to the unique needs of their patient populations and design for sustained patient engagement, leveraging data-driven storytelling and frequent updates.
  • Culture initiatives that change how employees work. Despite their best intentions, many HPOs find that their culture initiatives fail to meaningfully impact operations and employee behavior, resulting in further disconnect between leaders and employees. HPOs must ensure that their leaders model the organization’s shared purpose, and they must institute rituals that reinforce employees’ roles in accomplishing this purpose and subsequent cultural expectations.
  • The expansion of AI’s role on the front line. As AI becomes further integrated into everyday healthcare operations, its ability to streamline clinical workflows is becoming increasingly indispensable. On the other hand, the rise of AI in healthcare also calls for thorough governance, fairness, privacy, security, and accountability. HPOs must train — not penalize — employees on responsible AI use and adopt best practices now to mitigate risk and reap its benefits.

Ready to chart your course? Schedule a guidance session now to discuss how your organization can seize these opportunities. Forrester clients can also read the companion report The Seven Trends That Matter For US Health Insurers In 2025 and watch our recent on-demand webinar that covers both perspectives.

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