The continued shift to HDHPs means a greater number of consumers will accept that they are responsible for a larger percentage of their health care costs—and they’ll begin to give equal importance to health care savings as they do with retirement savings.

2. The prevalence of digital technologies will boost health care engagement

While 2017 saw the increased prevalence of virtual assistant technology in health care, we expect to see increased adoption of artificial intelligence (AI) in 2018. The increasing integration of AI into self-service voice response will add value by leveraging machine learning and predictive analytics capabilities.

The greater sophistication of AI chatbots means rather than simply receiving direct, one-dimensional answers to queries, consumers will increasingly receive personalized guidance and recommendations at the time and place of their choosing. This facilitates industry efforts to improve engagement and increase fluency about spending and saving decisions.

Also expect to see increased integration of wearables into wellness incentive programs, as CDH stakeholders seek to provide more actionable information to consumers in real-time.

3. Health care affordability will drive industry consolidation and force innovation

Continued mergers, such as that of Aetna and CVS, will create a convergence of funding, delivery and coverage that is sure to result in unprecedented integration and simplification within the health care industry.

Better technology and more ways to buy will bring about new support capabilities, a broader cost structure and a greater number of care delivery options, as well as provide consumers with better access to decision-making information with the goal of driving costs down and quality up.

In fact, Amazon, Berkshire Hathaway and JPMorgan Chase have already announced an early-stage partnership to rethink how health care is delivered to their more than one million combined employees. Citing out-of-control costs and the three companies’ penchant for leveraging data and technology, the announcement sent shockwaves through traditional insurer and health plan stocks, as the industry awaits the potential for as-of-yet unknown disruption.

4. Health care will take its cue from leading companies focused on customer experience

As consumer expectations for convenience and a seamless experience continue to be set by leading companies like Amazon, it will be essential for existing health care industry players to improve their service delivery models to embrace automated online and mobile experiences. New, non-traditional entrants (such as the partnership between Amazon, Berkshire Hathaway and JPMorgan Chase) will continue to swoop in to disrupt current legacy players that don’t step up to the challenge.

Consumers who embrace self-service convenience can expect to see such innovations play out in home care, for example, by empowering them to order diagnostic tests online, have it shipped to their home, perform the test themselves, and then submit the results online for diagnosis, finally receiving an email with the results and a prescription for treatment. In addition to improving the convenience of diagnosis and treatment, such innovations will inherently help decrease costs and improving efficiency system-wide.

Companies like Amazon, which has already indicated its entry into the health care delivery fray — even if only initially to serve its own employees — will leverage their core technological, service delivery and data analytics capabilities to bypass traditional industry players.

5. Affordability will remain a primary focus

The imperative for greater innovation and efficiencies will bring increased adoption of high-deductible health plans, the expansion of HSAs, increased consumer demand for transparency and expanded incentive programs.

Governments, employers and individuals are all struggling to find the balance between quality outcomes and the best price. The demand to reduce costs, deliver quality care and improve transparency within the health care system will force simplification and innovation, with a push to find new ways to deliver and pay for health care. As a result, innovation that drives affordability will be a focus for all in 2018, regardless of the how an individual receives coverage.

As industry stakeholders, we understand the end game of consumer-directed health care: educated, engaged and empowered consumers, lower costs system-wide and improved health outcomes. This year will present the movement — and the industry — with unprecedented opportunities as swaying politics, technological innovations and shifting market forces combine to create a health care ecosystem optimized by CDH.

Steve Auerbach is the Chief Executive Officer at Alegeus and a member of its Board of Directors. Steve brings over 25 years of experience in healthcare benefits, including roles as President of Connextions and senior leadership positions with UnitedHealth Group, ChannelPoint and Cigna. With a singular focus on making customers successful, Steve has a proven track record of driving organizational growth by offering differentiated value, providing excellent customer service, and creating outstanding consumer experiences.