Employers, health plans, and health systems remain committed to investing in digital health solutions despite rising healthcare costs and economic uncertainty. The 2025 State of Digital Health Purchasing survey reveals how the market is maturing—with purchasers demanding proof that solutions deliver measurable clinical and economic outcomes, not just engagement metrics.

The survey was conducted in partnership with NORC at the University of Chicago and polled 309 decision-makers responsible for purchasing or influencing adoption of digital health solutions at U.S. health plans, employers, and health systems in August 2025.

Key Findings:

  • Spending Trends Health plans (84%) and health systems (79%) increased their investments in digital health solutions over the past two years, while most employers (68%) maintained their spending rates. Top reasons for increased spending across purchasers include offering a wider variety of health solutions (81%), increased patient engagement (77%), and vendor price increases (38%). In the next 12 months, approximately half of purchasers (49%) plan to maintain their current spending rates, while 38%—primarily health plans—expect to increase spending.
  • Priorities and Focus Areas Improving access to care is the top priority for all purchasers over the next 12 months. A majority (70%) of respondents report fewer than half of their eligible members are enrolled in digital solutions. Clinical focus areas include diabetes, mental health, and primary care.
  • AI Integration AI integration has become mainstream, with more than 4 in 5 health plans and health systems adopting AI solutions, primarily for administrative tasks and clinical decision support.
  • Performance-Based Contracting Nearly half of purchasers are currently using performance-based contracts—agreements that tie payment to specific performance metrics such as clinical outcomes, member engagement, or financial savings—and the majority plan to use them in the next year. However, most purchasers see opportunities to improve their current agreements, particularly around outcome standards and payment models.
  • Contracting Practices When selecting digital health solutions, employers prioritize cost while health plans and health systems focus on vendors’ track records. With 73% of contracts lasting two years or less, more than half of respondents review their offerings annually.

PHTI fields this survey on an annual basis to track trends and developments in the digital health sector.