New research reveals
virtual care demand is strong, but usage tells a different story.
The gap between interest and adoption has less to do with access, and more to do with confidence in how to use care.
May 18, 2026
Tags
Virtual Care |
Virtual care has become a permanent part of how people access healthcare. But permanence doesn't automatically translate into clarity.
According to the Virtual Care Landscape Research Report, commissioned by MDLive by Evernorth, consumer openness to virtual care remains strong. Nearly half of insured U.S. adults say they're open to using virtual care, and a meaningful portion of that group prefers it to in‑person visits. On the surface, those signals point to a market that has moved well beyond early adoption:
- 43% of insured U.S. adults are open to using virtual care
- 30% of those prefer virtual care over in‑person care
And yet, usage still does not consistently reflect that level of interest.
Virtual care has entered its next phase.
The challenge facing virtual care today has shifted. Most consumers understand the basics: they know virtual care exists, and many have already used it at least once. However, familiarity isn't enough to drive sustained engagement.
As virtual care options expand, expectations have grown with them. For instance, patients aren't deciding whether to trust the idea of virtual care but are instead grappling with whether they understand how and when to use it—and what will happen once they do.
That shift marks an important transition by becoming the point where awareness alone stops being sufficient, and where clarity starts to matter more.
Why willingness does not always lead to usage.
Almost 1 in 5 plan members prefer virtual care to in‑person care,
but many still say they don't use it as much as they want.
The report makes clear a sizable addressable market for virtual care exists. At the same time, many consumers who express interest also report not using virtual care as much as they would like. In turn, this gap appears in the moment care decisions are made.
When deciding how to seek care, people are often left sorting through practical questions on their own:
- Is virtual care appropriate for this issue?
- If I start with virtual care, will I still need to be seen in person?
- If that happens, will I need to pay twice?
- What happens if I need follow‑up care?
When those questions remain unanswered, even motivated consumers hesitate. That hesitation creates friction, and in many cases, that friction is enough to keep people from starting with virtual care at all.
Awareness remains the real bottleneck.
Virtual care expanded rapidly during the pandemic, but consumer understanding hasn't always kept pace with that growth. Many people know virtual care is available, but fewer understand the full scope of what it can safely address, or how it fits into a broader care journey.
As a result, virtual care can feel fragmented. Something that works well in certain situations but feels harder to navigate in practice. It's often viewed as something to try occasionally, rather than a reliable first step into care. In turn, this is where adoption slows—not because the technology falls short, but because the experience lacks direction.
The role health plans and employers play.
The research points to a clear opportunity: health plans and employers are viewed as trusted sources of guidance, not just distributors of virtual care access.
When consumers are asked how they prefer to learn about their virtual care options, they most often point to their health insurance company. That trust creates space to go beyond benefit promotion and toward clearer guidance on how care should be used.
36% of consumers look to their health insurance company
for guidance on virtual care.
Helping patients understand which virtual care options are appropriate, when to begin, and how escalation works can remove much of the friction that limits adoption today. Just as important, when virtual care is offered and endorsed by their health plan, it reassures patients about clinical quality and safety—signaling this is care they can rely on.
Unlocking the demand that already exists.
For today's end users, virtual care demand hasn't softened. However, patients are waiting for clearer education, stronger signals around quality and safety, and experiences that feel intentional rather than improvised.
The next phase of virtual care growth won't come from adding more tools or promoting access more loudly. Instead, it will come from helping patients use what's already available with confidence.
Because in today's virtual care landscape, demand is not the problem. Guidance is.