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Research Discovery Report
Bridging the gap between patient expectations and healthcare delivery.
Healthcare organizations are under pressure to deliver better patient experiences while managing fragmented data and rising expectations. This healthcare market intelligence report reveals what’s driving the gap and how leaders are responding.
95% of consumers expect healthcare experiences to match leading consumer brands
85% of consumers would consider switching providers after repeated identity errors
84% of organizations report data mismatches directly contribute to lost revenue
Patient experience is now the #1 strategic priority — ahead of digital transformation, cost reduction, and interoperability
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The Experience Gap, by the Numbers
What 1,047 patients and 300 healthcare leaders told us.
The patient's voice.
81%

of patients repeat the same personal or medical information across providers and departments

68%

say it frequently feels like "starting from scratch" every time they interact with the system

71%

say errors in their personal or medical information reduce loyalty — even when clinical care is good

55%

have delayed or avoided care because they couldn't easily schedule or find an available provider

The organizational impact.
83%

of healthcare leaders say data quality issues hinder marketing and CRM effectiveness

81%

can't deliver personalized care or communications without complete, accurate consumer data

72%

acknowledge inconsistent identity creates friction in every micro-moment of engagement

53%

of C-level enterprise executives rank improving patient experience as their #1 priority

Inside the Report
Six findings that should reshape your 2026 strategy.
The report quantifies what many healthcare leaders already sense, and maps exactly where identity failures translate into lost revenue, broken journeys, and stalled AI initiatives.
01
The Expectations Gap
95% expect consumer-grade care. Almost no one delivers it.
Ridesharing, streaming, and e-commerce have reshaped what patients expect — frictionless onboarding, unified identity, real-time updates, and personalized interactions. 95% of consumers now expect healthcare to meet that bar. The report shows exactly where organizations are falling short.
02
The Digital-Native Divide
72% of patients under 35 struggled with your digital tools.
Only 30% of patients over 55 reported the same. The patients who will shape the next decade of healthcare loyalty are the ones your current systems are frustrating most. As digital-native populations age into higher-acuity care, that gap compounds.
03
Where the Damage Shows Up
The four workflows identity breaks first.
84% of healthcare organizations report that data mismatches directly contribute to lost revenue. 83% say data quality hinders CRM and marketing. 81% can't deliver personalized care without complete consumer data. Fragmented identity isn't a back-office inefficiency anymore — it's a financial liability.
04
The REVENUE Impact
Identity is now a line on your P&L.
84% of healthcare organizations report that data mismatches directly contribute to lost revenue. 83% say data quality hinders CRM and marketing. 81% can't deliver personalized care without complete consumer data. Fragmented identity isn't a back-office inefficiency anymore — it's a financial liability.
05
The Strategic Shift
Patient experience is now the #1 priority.
48% of healthcare leaders rank improving patient experience as a top-3 strategic priority for the next 12–18 months — ahead of digital transformation (42%), cost reduction (31%), workforce efficiency (28%), and interoperability (28%). Among C-level enterprise executives, that number rises to 53%.
06
The Path Forward
Trusted identity is the foundation.
Every finding in the report points to the same conclusion: closing the experience gap requires a unified, trusted identity foundation that links data across systems so every interaction connects to the correct individual. That's the problem Verato solves — Knowing Who Is Who™.
Why Verato
The identity foundation for Patient 360.
Verato MDM Cloud™ powers Patient 360 by unifying, enriching, managing, and activating identities across systems of record, engagement, and insight — creating a complete, accurate, continuously updated view of each patient. Purpose-built for healthcare. Trusted by 90+ organizations.
Power Exceptional Experiences

Connect patient records across digital, clinical, and service channels to support personalized engagement, seamless access, and coordinated care.

Fuel Business Growth

Improve audience quality, campaign performance, referral routing, and network visibility with trusted patient and provider identity data.

Accelerate AI & Reduce Costs

Give analytics, reporting, and AI a stronger foundation. Reduce duplicates, manual reconciliation, and downstream errors at enterprise scale.

Who Should Read This
Built for the leaders owning the experience gap.
This report gives you benchmark data, buyer-side language, and strategic framing for your next board conversation, budget cycle, or vendor evaluation.
Data & Analytics

CDOs, CDAOs, VPs of Data. Benchmark where identity fragmentation is undermining AI and analytics investments and quantify the case for a trusted identity foundation.

Digital & Experience

Chief Digital Officers, VPs of Patient Experience. See how identity friction shows up in every micro-moment of engagement and what peers are doing about it.

IT & Architecture

CIOs, VPs of Enterprise Architecture. Understand the operational workflows most impacted and how identity fits into modernization and interoperability strategies.

Marketing & Growth

CMOs, VPs of Marketing. See why 83% of healthcare leaders say data quality is breaking CRM and the revenue at stake in closing the gap.

How the Research Was Done
A rigorous, two-sided view of the gap.
Healthcare Leader Survey
300 US healthcare leaders
VP/Director-level or above at provider and payer/payvider organizations. Providers with $500M+ annual revenue and 500+ hospital beds. Payers/payviders with $1B+ annual revenue and 300,000+ members. Respondents influenced consumer engagement, digital, and data strategy decisions.
Consumer Survey
1,047 US consumers
Geographically diverse sample across US regions and community types (suburban, urban, rural). All respondents 18+, had visited a healthcare professional in the past year, and had at least partial responsibility for making healthcare decisions for themselves.
Source: 451 Research and Verato custom healthcare survey, 2026. 451 Research from S&P Global Energy Horizons. Surveys conducted January 2026.

Close the gap.
‍Start with identity.

Download the full free report — survey methodology, data visualizations, operational breakdowns, and strategic implications.
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Verato®, the identity intelligence experts, powers exceptional experiences everywhere by solving the problem that drives everything else – knowing who is who.™
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