Key takeaways:

• The five trends reshaping healthcare: rising demand for convenience, increased price sensitivity, consumer distrust, non-traditional competitors, and millennial-driven expectations

• Why “ease of access” is emerging as the most urgent area of opportunity, especially for underserved and distrustful populations

• How UPMC uses data to understand shifting sentiment across diverse demographic groups—including urban Black communities and rural white populations

• The growing pressure for transparency: 85% of consumers believe healthcare is more expensive than ever, yet few providers are innovating around pricing clarity

• How subscription-based models and concierge care are gaining traction among frustrated consumers seeking affordability and personal connection

• Millennials now account for 21% of all U.S. healthcare spending but exhibit low brand loyalty—making digital-first strategies and on-demand services critical

• UPMC’s approach to rebuilding trust through education, simplified access, and proactive community outreach