For healthcare companies eyeing expansion into the U.S., understanding the market’s ever-evolving landscape is not optional – it’s essential. The U.S. healthcare system is vast, complex, and uniquely challenging, with shifting care models, rapid tech adoption, and constant regulatory pressures.
Whether you’re a MedTech startup, digital health platform, or biotech company, keeping pace with industry trends is critical to positioning your product and strategy for success.
According to a recent McKinsey report, U.S. healthcare EBITDA is projected to grow 7% annually, reaching nearly $987 billion by 2028. That’s a significant opportunity – but one that comes with increased competition and complexity. So, what should companies expect as they navigate the U.S. healthcare landscape?
Here are four key trends shaping the future of healthcare in the U.S. and beyond:
1. Shifts in Care Delivery: Healthcare Trends are Moving Away from the Hospital
One of the most significant changes unfolding in U.S. healthcare is the steady shift away from traditional hospital-based care. More patients are seeking outpatient, ambulatory, and home-based care options, driven by a combination of cost pressures, patient preferences, and technological advancements that make remote care possible.
For healthcare companies, this trend opens doors for home-based monitoring devices, telemedicine solutions, remote patient management tools, and digital therapeutics. Products that support care outside hospital walls – while ensuring safety, accuracy, and reimbursement – will be well-positioned for growth.
If your solution helps reduce hospital readmissions, enable home care, or support outpatient services, it’s time to lean in. This shift is not temporary – it’s the future.
2. Healthcare Technology is Booming: AI, Data, and Digital Platforms
Technology is no longer a supporting function in healthcare – it’s central to transformation. AI, advanced software platforms, and data analytics are revolutionizing operations for both payers and providers. From clinical decision support tools to operational efficiency software, the demand for solutions that improve care delivery while lowering costs is surging.
AI-driven innovations like predictive analytics, workflow automation, and personalized medicine are gaining traction. For international companies entering the U.S., demonstrating how your technology integrates seamlessly into existing systems – and how it can help providers navigate labor shortages and administrative burdens – will be key to breaking into this market.
3. Specialty Pharmacy Growth: A Market on the Rise
Another growth area highlighted by McKinsey is the specialty pharmacy sector, which is projected to grow at 8% CAGR. Specialty pharmacies handle complex therapies, including biologics, gene therapies, and personalized treatments. As the pipeline of high-cost, targeted therapies expands, so does the need for specialized services that manage these medications effectively.
Companies developing specialty drugs or platforms that support medication adherence, patient monitoring, or specialty distribution models should view this as a prime opportunity.
4. Policy and Economic Pressures: An Unavoidable Reality
Even with significant growth potential, U.S. healthcare faces persistent challenges. Inflation, labor shortages, and shifting policies are creating headwinds for traditional care models. Payers and providers are under pressure to reduce costs, improve outcomes, and optimize resource allocation – all while navigating political uncertainty and new regulations.
Companies that can offer solutions addressing workforce challenges, streamline operations, or demonstrate strong health economic value will resonate with decision-makers navigating these pressures.
Knowledge is Power in U.S. Healthcare Expansion
Entering the U.S. healthcare market without a deep understanding of these trends is risky. Staying informed helps you:
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Anticipate customer needs
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Refine your go-to-market strategy
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Align your product with the biggest growth areas
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Build credibility with investors and partners
The U.S. healthcare market is ripe with opportunity – but success requires adapting to its rapidly shifting landscape. Companies that monitor trends, pivot strategically, and design solutions that meet emerging needs will be best positioned to thrive.
For a deeper dive, read the full McKinsey report here: What to Expect in U.S. Healthcare in 2025 and Beyond