Today’s healthcare consumers are more connected, informed, and empowered than ever — and they expect their healthcare experiences to keep pace. They demand experiences that are assistive, anticipatory, and agentic. They want to control their health journeys by owning their data, making informed decisions, and engaging in interactions that feel like conversations, not like transactions.
In return, most healthcare organizations (HCOs) have served up lackluster experiences that frustrate and disappoint consumers, eroding their trust. Consumers increasingly believe that HCOs don’t act in their best interest and feel confused about how HCOs protect and use their data. This presents a challenge: HCOs are relying more on data to drive a meaningful, personalized experience. The winners in this space will be those who create customer experiences that leverage this data, lead with empathy, innovate with intention, and rebuild trust.
Defining The Market: CX Platforms For Healthcare
Forrester defines customer experience (CX) platforms for healthcare as technologies that orchestrate personalized experiences across the entire consumer journey — from plan selection to care delivery and payment. These platforms help HCOs move beyond transactional interactions to sustained engagement that builds loyalty and trust. They help HCOs:
Deliver better total experiences that shape brand perception and foster loyalty.
Sustain customer engagement to improve clinical outcomes and reduce costs.
Unlock operational efficiencies through automation, self-service, and faster issue resolution.
The State Of The CX Platforms Market
Forrester’s latest landscape report on CX platforms for healthcare reveals a market undergoing transformation. Digital business and CX leaders face a maturing and fast-moving vendor ecosystem that is becoming more crowded. Vendors are moving toward end-to-end solutions, fueled by venture funding and rising industry demand. Traditional players are struggling to keep up, while newer entrants push the boundaries of what’s possible with dynamic search, agentic orchestration, and generative AI.
While many vendors make bold claims about agentic and genAI, not all technologies are deployed equally or deliver on their promises. Healthcare leaders must carefully differentiate the solutions that offer real value and the ones that are simply promoting superficial fixes that don’t advance the HCO’s CX strategy.
What To Do Next
Read the latest take on this market in The Customer Experience Platforms For Healthcare Landscape, Q4 2025. Learn more about the vendors serving the market, top core and extended use cases, key functionality of the platforms, and where the market is headed next.
Forrester clients should:
Schedule a guidance session to dig deeper into the findings and learn how HCOs are using these platforms to improve customer trust and engagement.
Request our latest data on digital experience and channel adoption in healthcare and connect with the team on how to optimize your digital and customer experience strategy.
Consider a deeper dive through a strategy session.
Stay tuned as we kick off the Forrester Wave™ to dive deeper into the latest developments in this space. Forrester clients can see how vendors fared in the last round here.
If you’re not a Forrester client, reach out to our sales team.
