Rising costs and emerging technology are changing the face of health care in the United States. PwC's 2024 U.S. Healthcare Consumer Insights and Engagement Survey revealed four trends that create both concerns and opportunities for the industry.

Nearly 3 in 10 consumers skip, delay or stop care because they can't afford it, a number that rises higher among Gen Z (39%) and millennials (33%). "The differences in consumer responses among generations, and among all consumers' ability to pay for health care, are striking," the survey report said. "We know the medical cost trend is rising to its highest level in years, not good news for the consumers who can't afford their health care and medications. Now is the time for payers, providers and pharma to ramp up every cost- management strategy and remain relentless in the mission to make health care and medications more affordable."

Half of consumers aged 55 to 64 prefer doctor visits over virtual visits, compared to one-third of those between ages 25 and 34. Doctors continue to hold a strong trust advantage as the primary source of health information among all consumers. However, a growing number of younger consumers are turning to technology as their first stop when they have health questions. This digital shift signals a future where traditional providers may need to engage differently with patients or risk becoming less relevant as a trusted information source among younger patients.