Health systems across the United States are increasingly prioritizing primary care as a central element of their overall strategy, according to the findings from Bain & Company’s 2025 Primary Care at Health Systems Survey. Once primarily viewed as a referral source, primary care is now being recognized for its vital role in shaping patient experiences, improving clinical outcomes, and managing costs. The survey reveals that 77% of healthcare executives plan to expand their primary care services by adding more owned practices and hiring additional primary care providers within the next five to seven years. This growth aligns with an anticipated shift toward value-based care and population health models. Artificial intelligence is expected to play a significant part in helping health systems address ongoing operational challenges as detailed further in the report.
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Dr. Erin Morrissette, a partner in Bain & Company’s Healthcare & Life Sciences practice, emphasized the critical role primary care plays in health system strategies. She noted that organizations willing to tackle workforce shortages, rethink care delivery, and implement AI tools that genuinely ease clinicians’ workloads will be the ones who succeed. Morrissette also acknowledged the many challenges health systems face in achieving these goals but expressed confidence that those who do will improve patient outcomes, enhance care experiences, and build sustainable care models for the future.
Primary care remains essential for enhancing patient health, experience, and equity while also helping control overall healthcare spending. However, there is still uncertainty about how care delivery will evolve in the coming years. It is unclear if traditional fee-for-service payment models will continue to dominate or if value-based, population-focused, and AI-supported care will become the norm. The survey highlights a shift in the reasons health systems invest in primary care. Improving cost management and addressing community health commitments have become more important than using primary care mainly as a way to refer patients to specialists.
Currently, fee-for-service remains the dominant reimbursement model, but there is growing momentum toward value-based care. Many executives expect to see a transition to population health clinics that operate under value-based payment structures within the next five to seven years. Labor shortages remain a major concern. Physician recruitment and retention are the top priorities for healthcare leaders, who worry workforce challenges may have a greater impact over the next decade than financial stability, patient experience, or technology adoption.
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AI adoption is expected to transform primary care operations significantly. Health systems anticipate rapid growth in AI-powered tools such as electronic prescribing, appointment scheduling, and telehealth platforms over the next three years. Patient acceptance of AI in healthcare is rising but remains cautious. The percentage of patients comfortable with AI assisting by listening and taking notes has increased from 21% in 2024 to 60% in 2025. Similarly, comfort with AI analyzing exam results and generating reports rose from 37% to 51%. However, fewer patients are comfortable with AI fully replacing human providers. Only 34% are comfortable with AI making diagnoses, and just 28% are open to AI acting as their primary doctor.
Despite advancements, in-person visits are still the preferred option for most patients. Net preference scores for traditional office visits are strong, with 49% favoring this for sick visits and 63% for chronic care visits. Virtual visits show mixed acceptance, while AI chatbots and pharmacy or retail visits lag far behind in patient preference. Investment in AI and digital health tools is growing rapidly as health systems recognize technology’s increasing role in transforming primary care. These innovations are helping to boost efficiency, reduce administrative burdens, and support more coordinated care models. This marks a shift where technology is moving beyond a supporting role to become a core part of primary care delivery and the broader move toward value-based healthcare.
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