What's Happening?
Wheel's 2026 report, based on data from 1.4 million visits, indicates a significant shift in the virtual care landscape. The report reveals that the initial 'land grab' phase, characterized by first-time visits, has transitioned to a focus on retention, with 69% of visits now coming from returning users. Women's health, particularly midlife care related to perimenopause and menopause, has emerged as a critical area driving this retention. The report highlights a 'missing middle' in the market, where midlife women are returning at higher rates, indicating a substantial unmet demand for complex hormonal health management. Additionally, weight management programs, particularly those involving GLP-1 drugs, have evolved from being seen as 'prescription
mills' to becoming integral entry points for broader chronic care pathways.
Why It's Important?
The findings of Wheel's report underscore a maturation in the virtual care market, where continuity and retention are becoming more crucial than acquiring new users. This shift has significant implications for digital health companies, suggesting that the path to profitability lies in building 'longitudinal infrastructure' that encourages ongoing patient engagement. The emphasis on women's health, especially midlife care, highlights a substantial market opportunity for addressing unmet needs in hormonal health management. Furthermore, the evolution of weight management programs into comprehensive care pathways suggests a broader trend towards integrated healthcare solutions that address multiple conditions, potentially improving patient outcomes and engagement.
What's Next?
As the virtual care market continues to mature, companies are likely to focus on developing comprehensive care models that foster long-term patient relationships. This may involve integrating various healthcare services, such as labs, education, and monitoring, to support retention and improve outcomes. The report suggests that the successful companies in 2026 will be those that can transition patients from episodic care to sustained, longitudinal relationships. This approach could lead to more personalized and effective healthcare solutions, ultimately benefiting both patients and providers.
