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Healthcare consumers now judge every interaction against the best experiences they get anywhere else regardless of industry— fast, clear, personalized, and consistent. At the same time, trust is easily lost, requirements keep evolving, and HCOs are expected to deliver more with tighter budgets and limited capacity.
That’s why customer experience platforms for healthcare are becoming a cornerstone for HCOs trying to win and retain consumers by improving experiences and enabling sustained engagement. But outcomes depend on the vendor you choose. Vendors vary widely by size, scope, geography, and use-case depth. The wrong choice can lock you into fragmented journeys, expensive integrations, and experiences that still feel transactional.
This blog is a teaser for the gated Forrester report “The Customer Experience Platforms for Healthcare Landscape, Q4 2025”, which profiles 27 vendors and helps leaders understand what value to expect, how platforms differ, and how to shortlist based on market focus.
Trust Is Now the Real CX Differentiator
The demand for healthcare experiences that are assistive, anticipatory, and agentic — and empower consumers in unprecedented ways is accelerating. Healthcare consumers are more connected than ever. They have rising expectations for convenience and personalization. Many healthcare consumers are willing to use emerging digital touchpoints, but only when those experiences feel curated and genuinely helpful in managing their health.
But rising expectations collide with trust as a constraint. HCOs are trying to rebuild confidence through clarity, responsiveness, and empathy, even as they rely more on personal data to power personalization. And trust is fragile. Forrester’s Consumer Benchmark Survey (2025) shows that only 48% of US online adults trust healthcare providers to keep their personal information secure — and for health insurers, it drops to 45%. When trust is low, engagement stalls, and even well-designed digital journeys fail to deliver the outcomes leaders expect. Rebuilding eroded customer trust must be a priority.
Why HCOs Are Investing in CX Platforms
Consumer expectations for fast, convenient, retail-like healthcare interactions aren’t fading they’re becoming the baseline. But that pressure can push HCOs into bold bets on emerging technologies before they’re proven, often at a cost. Add ongoing volatility in policy, financial performance, and consumer demand, and the mandate becomes clear: CX leaders need platforms that help them stay agile while improving experience and efficiency at the same time.
That’s why digital business, strategy, and CX leaders are investing in customer experience platforms for healthcare to:
- Improve total experience — improving acquisition, service experience, and loyalty
- Sustain engagement — staying relevant across “emotional moments,” not just touchpoints
- Bring Operational efficiency — faster issue resolution, smarter self-service, fewer avoidable costs
The Market Is Established — And Still Shifting
Forrester describes a market that’s established, but still evolving quickly. As HCOs look to reduce complexity from multiple point solutions, vendors are pushing toward more end-to-end offerings through native build, acquisitions, and partnerships. The report also notes that new funding continues to shape offerings, while traditional players face pressure to keep up with what HCOs now expect.
- Main trend: rebuilding trust through clarity, responsiveness, and empathy — while using more data to personalize
- Primary challenge: separating truly viable platform capabilities from bold promises (especially with GenAI and Agentic AI)
- Top disruptor: rapid regulatory and market change — including new demands around interoperability, consent, and digital engagement (e.g., TEFCA, FHIR APIs, TCPA)
What The Landscape Helps You Decide
The value of this report isn’t just the vendor list — it’s the decision structure behind the landscape: how to evaluate platforms based on geographic focus, industry focus, deployment options, and vendor size, aligned to the use cases you’re prioritizing now. It also clarifies core vs extended use cases and the functional capabilities that matter most.
