Cognizant’s white paper explores how healthcare is evolving into a consumer-driven market, with regulatory shifts, digital tech, and vertical integration reshaping the landscape. CMS rules on data transparency and interoperability empower patients with portable data and pricing tools. Major players like Amazon, CVS, and UnitedHealth are vertically integrating care—from insurance to clinics—while others, like DaVita and LabCorp, follow horizontal strategies. Success hinges on modern IT, AI, seamless care experiences, and strategic M\&A. To compete, organizations must deliver convenient, affordable, high-quality, tech-enabled care across the full continuum.

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