MB360 | CX Research and Consumer Insights

January 2026 Insight Brief

$495.00

Virtual, But Still Personal

What Patients Really Want From Telehealth in 2026

 

Summary

Telehealth has settled into its post-pandemic role: not as a replacement for in-person care, but as a flexible, convenient option when it fits the need. Patients consistently describe virtual care as helpful, modern, and time-saving, yet still situational. They want it available, not required.

This month’s brief explores how expectations for virtual care have evolved, why patients still hesitate, and how health systems can strengthen trust, reduce friction, and design telehealth as a human-centered extension of care, not a substitute for it.

When organizations preserve choice, clarify when virtual care is appropriate, and reinforce human connection on screen, they build a telehealth model that patients trust and will use.

About MB360 Insight Briefs:

MB360 Insight Briefs are monthly, research-driven snapshots of the healthcare experience designed to highlight real member and patient pain points and what to do about them.
Each brief focuses on a specific challenge in the healthcare journey, from digital frustrations and call center overload to in-clinic confusion and missed communication moments. Using direct quotes, usability findings, and survey data, we distill three critical insights into a concise, highly visual format that’s easy to skim and act on.

What to expect:

  • One core topic per month (e.g., checkout experiences, digital engagement, wait time communication)
  • Three actionable insights each illustrated with real user feedback and followed by clear fixes
  • Concise, practical takeaways for healthcare leaders, designers, and operational teams
  • Empathetic tone and plain language backed by real-world research, not just theory

MB360 briefs are built for teams who want to move fast, from insight to impact.

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Summary

Telehealth succeeds when it reinforces patient agency rather than limiting it. Health systems that prioritize clarity, continuity, and human connection, while reducing digital friction, can increase adoption without sacrificing trust or experience. Designing telehealth around real patient needs, not operational convenience alone, ensures virtual care remains an asset rather than a barrier to access.

 

  Task
☐  Have you clearly positioned telehealth as an option within a hybrid care model, rather than a default or replacement for in-person care?
☐  Do patients understand when a virtual visit is appropriate, and when in-person care is recommended?
☐  Are virtual and in-person visit options presented side-by-side during scheduling, without steering patients toward one by default?
☐  Have you minimized friction in finding, scheduling, and launching a virtual visit within the patient portal or app?
☐  Are costs, copays, and provider information for telehealth visits transparent before patients book?
☐  Is continuity of care supported by enabling patients to see familiar providers through virtual visits whenever possible?
☐  Have clinicians received guidance or training on maintaining empathy, trust, and engagement in virtual interactions?
☐  Are telehealth experiences designed to feel personal rather than transactional (e.g., tone of language, pacing, visual simplicity)?
☐  Is it always clear to patients how to reach a live person before, during, or after a virtual visit?
☐  Have you tested telehealth workflows with older adults and patients with lower digital confidence, not just digitally fluent users?
☐  Do you provide simple tutorials, walkthroughs, or live assistance to help first-time users feel confident using telehealth?
☐  Are branding and naming conventions for virtual care offerings clear, consistent, and easy to understand?
☐  Do you actively monitor telehealth adoption and satisfaction by age, visit type, and clinical context?
☐  Are insights from patient feedback being used to refine when and how telehealth is offered?
☐  Have you preserved parallel access pathways (phone, digital, in-person) to avoid excluding patients who cannot or choose not to use virtual care?

 

MB360_January2026_BriefJanuary 2026 Insight Brief
$495.00
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