Thailand's healthcare sector shifts towards preventive and personalised care, says PwC

The transformation is reshaping the healthcare landscape, requiring providers to adapt to a more complex and competitive ecosystem that increasingly extends beyond traditional industry boundaries.

Sanicha Akkarakittilap, Assurance Partner at PwC Thailand, said that the country's healthcare market continues to expand as individuals place greater emphasis on preventive care, including fitness, nutrition, health technologies and longevity. The shift has accelerated in recent years amid factors such as the COVID-19 pandemic, air pollution concerns, and growing access to digital health information.

"Today, the healthcare industry is undergoing a fundamental shift. This is not a short-term trend, but a structural shift in how healthcare is delivered. The focus is moving away from reactive treatment towards prevention and more personalised care, driven by changing consumer expectations, advances in technology, and increased investment.

"At the same time, consumers are becoming more informed and empowered. They can compare services, access advice, and make more active decisions about their care. As expectations continue to rise, providers will need to go beyond clinical quality and deliver a more seamless, end-to-end patient experience," she said.

PwC's Global Health Report highlights a broader shift across the healthcare industry, with advances in AI and data enabling more predictive and personalised models of care. The focus is increasingly on improving quality of life, extending healthspan and supporting long-term wellbeing, rather than only treating illness.

Data and AI: Central to next-generation healthcare

Data is expected to play a key role in this transformation, as consumers increasingly expect fast access to their health information through digital platforms, replacing traditional and fragmented systems.

Healthcare organisations will need to strengthen their data management and AI capabilities to support predictive care and more personalised service delivery, while addressing challenges such as fragmented data, regulatory requirements and the need to safeguard sensitive health information. For instance, providers should prioritise robust data lifecycle management, alongside strengthening cybersecurity measures.

AI is also emerging as a core component of healthcare infrastructure, supporting early diagnosis, clinical decision-making, and more tailored treatment pathways.

However, readiness remains uneven across the sector. PwC's Global Digital Trust Insights 2025 shows that only 24% of healthcare leaders are confident in their ability to meet data privacy requirements, while just 19% are confident in their ability to comply with AI-related regulations.

Ecosystem expands through cross-industry collaboration

Over the next three to five years, Thailand's healthcare sector is expected to evolve into a more interconnected ecosystem, spanning industries such as technology, retail, insurance, real estate and transport.

This will drive the development of more integrated, lifestyle-oriented services, including digital health platforms, telehealth, and home-based care solutions.

"Competition will increasingly extend beyond traditional healthcare providers to a broader ecosystem of players. Organisations will need to rethink hospital-centric models, invest in data and technology, and build strategic partnerships to remain competitive over the long term," she said.

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