From MedTech to WellTech

Executive summary

Healthcare is shifting from DISEASEcare to WELLcare, where prevention, early detection, and continuous optimization become primary care models rather than add-ons
Categorized into five core areas – track, test, tailor, treat, and trust – WellTech solutions empower individuals to actively manage their well-being while providing healthcare systems with real-world insights
WellTech presents massive revenue potential with an estimated $850 billion annual market across the US, EU, and UK spanning wellness devices and digital health applications
Despite 95% consumer openness to WellTech, adoption barriers include data security concerns (37%), privacy worries (32%), and accuracy limitations compared to clinical experts
Success requires expanding beyond traditional boundaries, leveraging data and AI, building trust, innovating meaningfully, engaging consumers, and fostering cross-sector collaboration

1 Introduction

Embracing the future of WellTech: A new era in healthcare

The healthcare landscape is undergoing a monumental transformation, shifting from traditional treatments and disease management to empowering individuals with tools for lifelong well-being. As the boundaries between clinical care and daily life blur, a consumer-centric approach emerges, driven by personalization, prevention, and empowerment, introducing a pioneering category within MedTech: WellTech.

Wellness Technologies (WellTech) represent a new generation of technologies designed not merely to address disease, but to enhance and sustain health. We categorize these technologies into five areas, referred to as the "5 T's of WellTech": Track, test, tailor, treat, and trust. Leveraging data, connectivity, and artificial intelligence, WellTech solutions empower individuals to actively manage their well-being while offering healthcare systems continuous, real-world insights. Whether through wearables monitoring sleep, stress, and activity, or AI-driven platforms providing personalized guidance, WellTech is transforming health management into a proactive, everyday experience.

This study explores how the convergence of consumer technology, MedTech, and data ecosystems is reshaping the future of health. With insights drawn from 1,500 consumers across the United States, the United Kingdom, and Germany, along with interviews from industry leaders, our analysis reveals a rising demand for accessible, evidence-based, and reliable preventive solutions.

2 WellTech

The rise of WellTech: a new frontier in MedTech

The healthcare sector is undergoing a transformation fueled by digitization, innovative virtual care models, and a growing demand for more preventive and personalized care. Such developments are catalyzing the expansion of the WellTech market, influenced by various factors:

Technology advancements

Innovations in wearables, sensors, AI, and device connectivity enable continuous monitoring and early detection outside clinical settings
Cultural shift toward wellness

A global emphasis on wellness and longevity is prompting people to proactively manage their health, seeking products to maintain their overall wellbeing
Consumerization and patient empowerment

Individuals are increasingly taking an active role in their care, driven by access to their own personal data and expectation of personalized offerings
Care beyond traditional settings

Healthcare delivery is expanding into daily life, with telehealth, digital services, and always-on monitoring providing support anytime, anywhere
Value-based care and preventive incentives

Health systems and payers are shifting toward models that reward preventive outcomes, creating incentives for early intervention and wellness-focused care

To navigate these trends, both established players and newcomers must evolve from selling standalone devices to offering integrated, data-driven solutions that support continuous preventive care. Achieving success will hinge on designing consumer-centric solutions, developing interconnected data ecosystems, and forging partnerships across healthcare, technology, and adjacent sectors.

3 WELLcare ecosystem

WellTech and the WELLcare ecosystem

The emergence of WellTech occurs amid far-reaching industry developments. As highlighted in our recent Future of Health study, healthcare is progressing towards the LIFEcare ecosystem, integrating prevention, early detection, and ongoing health optimization with traditional treatment and aftercare. The WELLcare ecosystem embodies the transition towards lifelong, proactive health management, driven by technology, consumer expectations, and industry convergence. Thriving in this new landscape will require healthcare stakeholders to rethink strategies, business models, and partnerships.

These trends extend beyond health technology providers and influence how stakeholders within the WELLcare ecosystem can contribute to the broader healthcare shift. Collaboration between devices, consumers, and healthcare systems will be crucial in supporting individual wellness and system-wide health improvements.

WELLcare ecosystem impact on key stakeholders

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Today, prevention and WellTech solutions are primarily financed by consumers. As the field expands, payers must transcend traditional reimbursement models, integrating preventive technologies and exploiting real-time data to enhance long-term outcomes. This shift demands clear evidence of WellTech's enduring impact on individual and population health, backed by thorough clinical studies and real-world data. Equally vital is establishing systemic incentives rewarding prevention over mere treatment.

Over time, this evolution could transition WellTech from a predominantly self-funded market into an integrated, reimbursable component of the healthcare ecosystem.

4 Market potential

The $850 billion WellTech opportunity

WellTech holds significant revenue potential across various sectors, especially personal wellness devices and digital health applications. We assess the future potential of the WellTech market to reach up to $850 billion annually across the United States, European Union, and United Kingdom.

Moreover, the extensive health data generated opens new avenues for clinical research, personalized interventions, and more efficient care delivery. To fully realize the WELLcare market potential, companies must advance beyond basic biometric tracking to deliver solutions that offer actionable insights, personalized nudges, and ongoing support. As health management increasingly falls into consumers' hands, engagement and a seamless user experience are critical differentiators.

Despite the opportunities, WellTech faces significant challenges and ethical concerns. Data security and privacy remain pertinent issues, with 37% of consumers apprehensive about data protection and 32% worried about information usage.

5 Conclusion

Strategic imperatives to shape the future of WellTech

For traditional MedTech companies, shifting from DISEASEcare to WELLcare presents both challenges and major opportunities. To stay competitive, companies must innovate, revise approaches to partnerships and consumer engagement, and develop WellTech offerings tailored to this emerging consumer segment. Based on executive interviews, consumer surveys, and market analysis, we have identified six strategic imperatives for success in the burgeoning WellTech era:

1
Expand beyond traditional boundaries
2
Leverage data and AI for continuous learning
3
Build trust and ensure data security
4
Innovate for meaningful impact
5
Engage and empower consumers
6
Foster cross-sector collaboration

The transition to WELLcare is unfolding now, offering tremendous potential for those who act decisively. Companies that recognize and respond promptly to this shift will lead in this rapidly growing market, while others who adopt a cautious, wait-and-see approach risk falling behind as consumers, payers, and partners swiftly embrace proactive health management.

Oliver Dolny, Rahul Khatri, Lukas Rojahn and Jonas Pütter co-authored this report.