More than two-thirds of health plan and system leaders plan to outperform their competitors by 2026, according to a recent Deloitte report.
Still, many do not have a very confident outlook for the healthcare industry. Some 43% of leaders feel “unsure” or “neutral” about the industry’s near-term prospects, up from 28% last year. This is primarily due to policy and regulatory uncertainty, such as the expiration of Affordable Care Act subsidies and uncertainty regarding Medicare telehealth flexibilities.
“Most U.S. health plan and system leaders expect to outperform their competitors next year, but they will do so by playing by their traditional playbook,” Alicia Janisch, vice president and U.S. healthcare sector leader at Deloitte, said in an interview. “However, these traditional strategies may fall short amid all the increasing financial and regulatory pressures occurring in healthcare. Our outlook findings indicated growing anxiety over policy changes and persistent issues of affordability at a transformative time right now for digital adoption and care models.”
Deloitte’s 2026 U.S. Healthcare Outlook Survey received responses from 120 senior executives at U.S. health plans and systems. Additional findings from the report include:
1. Investment in digital delivery: Consumers continue to receive digital attention due to its convenience. More than 90% of consumers who have had a virtual doctor visit say they would be willing to have another. Additionally, 37% of consumers use health condition tracking devices and 47% use fitness and health tracking devices.
Because of this interest among consumers, about 60% of health plan and system executives report that they plan to invest in virtual health services to support preventive care.
2.Expanding AI: More than 80% of leaders believe generic AI and agent AI can provide “moderate to significant value across a variety of functions in 2026, from clinical and business operations to administrative functions.” However, 49% of organizations are still experimenting with AI and 18% of organizations have not adopted it at all. Only a third of healthcare organizations use AI at scale.
Areas where genetic AI and agent AI can add value for payers and health systems include enabling clinical care, reducing administrative burden, and improving consumer and workforce experiences.
“Achieving scale with AI means deploying the technology across the enterprise and achieving measurable financial impact,” the report states. “Healthcare organizations that deploy AI across multiple functions, rather than isolating it within specific departments, can vastly reduce administrative burdens, speed decision-making, and improve consumer outcomes and experiences.”
3. Partnership with other industries: About 80% of executives say collaborating with other industries (such as retail, technology and food) is a top management priority. For example, working with community organizations can help address social and economic needs, while partnering with retailers can address food-related needs.
“It is important to think about joining forces and what innovation can come [from] look beyond healthcare,” Janisch said.
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