The first wave of the Humanizing Brand Experience: Healthcare edition, Vol. 10 report examines the front doors to healthcare: urgent care and primary care. The report reveals a landscape where consumer expectations for navigation and coordination are rising faster than either model is built to meet. Drawing from a national survey of 1,000+ healthcare consumers conducted in July 2026, the research explores entry point needs, perceptions of health system affiliation, and generational differences in loyalty and expectation.
Quarterly insights, annual impact
Humanizing Brand Experience now delivers consumer-driven insights four times a year—August, November, February, and May—spotlighting emerging trends and timely topics that matter most to healthcare leaders. Each wave builds toward our full annual report in May, which includes the Most Human Brand rankings and a comprehensive view of consumer expectations in healthcare.
