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IDC MarketScape: U.S. Patient Engagement and Enablement Technology Solutions 2026 Vendor Assessment

Jennifer Eaton — Wed, 12 Aug 2026 04:00:00 GMT

This IDC study assesses the U.S. patient engagement and enablement technology market and the vendors that serve it. Patient engagement has moved from a set of add-on tools to a working part of how providers and payers manage cost, quality, and the relationship with the people they serve. Three forces are driving that shift. Patients now expect the digital convenience they get from other industries. Value-based and outcomes-based payment ties revenue to results that depend on reaching and activating patients. And new interoperability rules, together with more capable AI, are putting more usable data within reach while raising expectations for how quickly and clearly organizations communicate with patients and members. Digital access, remote monitoring, multichannel outreach, education, and AI-driven personalization are becoming standard rather than distinguishing features, and the organizations that succeed are the ones that use them to reach people through the channels they actually use.

The study evaluates vendors on the capabilities and strategies that serve both providers and payers while delivering the consumer-grade experience patients expect. It gives technology buyers a factual basis for comparing solutions, separating shipped capability from road map, and matching a vendor's orientation, whether payer rooted, provider facing, or consumer first, to their own populations and goals.

"Healthcare organizations can no longer treat patient engagement and enablement as a siloed, 'one size fits most' effort aimed at marketing and brand loyalty, and they cannot start and stop with a care encounter or an enrollment window. Engagement has to be continuous, proactive, personalized, and grounded in data that follows the person across their care. The tools and the data to do this now exist, and federal policy is pointing the same way, so the question for 2026 is not whether to build data-driven, whole-person engagement but how quickly an organization can. Patients need it, deserve it, and increasingly expect it." — Jennifer Eaton, research director, IDC Health Insights

Industry Buyers Handbook: Worldwide Oil and Gas Industry 2026

Gaurav Verma, Claudia Medina — Tue, 11 Aug 2026 04:00:00 GMT

This IDC Industry Buyers Handbook aims to help technology vendors understand the technology investment areas of the worldwide oil and gas industry. Vendors can use this Handbook to:

Align the company's proposition to the buyer's tech priorities as they relate to domain processes.
Position the technology offering and innovation capabilities to respond to the buyer's business transformation objectives.
Develop a compelling narrative that resonates with the buyer's requirements.

Technology vendor executives across marketing, sales, and product strategy can leverage insights from this Handbook to inform and shape their approach to buyers in the worldwide oil and gas Industry. The insight provided in this Handbook is largely based on IDC survey data, but also leverages senior IDC analysts' knowledge, IDC research, and ongoing conversations with key industry players.

"Oil and gas are not one buyer; upstream, midstream, and downstream, each has its own priorities. And within any one of them, budget ownership for AI and analytics is shared, not owned by any single function, so IT holding the purse does not mean IT holds the decision," says Gaurav Verma, research director, IDC Energy Insights.

Industry Buyers Handbook: Asia/Pacific Utilities, 2026

Gaia Gallotti, Gaurav Verma, Claudia Medina, Nigel Wallis — Mon, 10 Aug 2026 04:00:00 GMT

This IDC Industry Buyers Handbook aims to help technology suppliers understand the areas of technology investments of the Asia/Pacific (AP) utilities industry. Vendors can use this Handbook to:

Align the company's proposition to the buyer's tech priorities as they relate to domain processes.
Position the technology offering and innovation capabilities to respond to the buyer's business transformation objectives.
Develop a compelling narrative that resonates with the buyer's requirements.

Technology vendor executives in areas, including marketing, sales, and product strategy, can leverage the insight from this Handbook to inform and formulate their approach with buyers within the AP utilities industry. The insight provided in this Handbook is largely based on IDC survey data and also leverages senior IDC analysts' knowledge, IDC research, and ongoing conversations with key industry players.

"Asia/Pacific utilities are entering a defining phase of technology investment, where infrastructure buildout, operational resilience, and customer growth are converging into a single agenda that cuts across the region's very different market maturities," says Gaia Gallotti, research director, IDC Energy Insights. "For technology suppliers, the opportunity is to help utilities scale digital capabilities that are not only modern and secure but tightly bound to reliability, affordability, and long-term system performance."

Industry Market Trends: Americas Healthcare, 2026

Jennifer Eaton, Nigel Wallis, Heriberto Roman — Mon, 10 Aug 2026 04:00:00 GMT

This IDC Market Presentation is our Industry Market Trends report for the Americas healthcare market. It aims to provide technology vendors with an overview of the key business trends shaping the healthcare industry in 2026. The report offers a foundation of industry knowledge to:

Develop a compelling narrative that resonates with healthcare clients
Align products and service offerings to healthcare priorities
Show healthcare clients how technology implementation contributes toward the achievement of their goals
Design short-, medium-, and long-term approaches to working with healthcare clients

Technology vendor executives in marketing, sales, product strategy, market intelligence, and channel management can leverage the insights from this report as a starting point to organize their activities.

"Technology investment by the healthcare sector across the Americas has become critical. A multitude of factors are coming into play to make this a complex, dynamic time for the industry," said Jennifer Eaton, research director, IDC Health Insights. "Vendors must capitalize on this juncture, where technology is expected to deliver great changes and improvements in benefits to all involved, from the clinical and operational, to the patient and society."

Industry Market Trends: Asia/Pacific Healthcare, 2026

Jennifer Eaton, Heriberto Roman, Nigel Wallis — Mon, 10 Aug 2026 04:00:00 GMT

This IDC Market Presentation aims to provide technology vendors with an overview of the key business trends shaping the healthcare industry in 2026. It offers a foundation of industry knowledge to:

Develop a compelling narrative that resonates with healthcare clients
Align products and service offerings to healthcare priorities
Show healthcare clients how technology implementation contributes toward the achievement of their goals
Design short-, medium-, and long-term approaches to working with healthcare clients

Technology vendor executives in marketing, sales, product strategy, market intelligence, and channel management can leverage the insights from this perspective as a starting point to organize their activities.

"Asia/Pacific healthcare technology investment is fracturing into four simultaneous adoption trends that single-platform strategies cannot address. The region's myriad landscapes contain global extremes: the most advanced national digital health infrastructure, the largest leapfrog from paper to mobile-first care, and the most acute demographic demand intensification," says Jennifer Eaton, research director, IDC Health Insights. "Vendors must design distinct architectures for each regional trend and recognize that regulatory compliance is both a clinical quality mechanism and a sovereignty imperative."

Industry Market Trends: Worldwide Healthcare, 2027

Jennifer Eaton, Heriberto Roman, Nigel Wallis — Mon, 10 Aug 2026 04:00:00 GMT

This IDC Market Presentation provides technology vendors with an overview of the key business trends shaping the healthcare industry in 2026. It offers a foundation of industry knowledge to:

Develop a compelling narrative that resonates with healthcare clients
Align products and service offerings to healthcare priorities
Show healthcare clients how technology implementation contributes toward the achievement of their goals
Design short-, medium-, and long-term approaches to working with healthcare clients

Technology vendor executives in marketing, sales, product strategy, market intelligence, and channel management can leverage the insights from this presentation as a starting point to organize their activities.

"Healthcare organizations are navigating a convergence of structural pressure and technological opportunity. The infrastructure to coordinate care across populations and protect patient data at scale is within reach, but execution gaps, workforce constraints, and regulatory complexity remain," says Jennifer Eaton, research director, IDC Health Insights. "Technology providers who lead with clinical outcomes, embed into existing workflows, and govern their tools with the same rigor applied to care delivery will define the next generation of healthcare infrastructure."

Market Forecast: Worldwide Marketing Campaign Management Applications Forecast, 2026-2030

Roger Beharry Lall, Gerry Murray — Mon, 10 Aug 2026 04:00:00 GMT

This IDC study provides the five-year forecast for the worldwide marketing campaign management applications market and delivers insights into the drivers and inhibitors of growth.

The market is expected to reach $62.6 billion by 2030, growing from $34.4 billion at a CAGR of 12.7%. This research examines how agentic AI and cloud-delivered solutions are reshaping investment in AI-ready marketing workflows.

"At nearly $63 billion by 2030, the scale of this market reflects something more than incremental software spending. Campaign management is evolving from a tool marketers use into a system that increasingly runs itself, and agentic AI is the engine behind that shift. Organizations building AI-ready data foundations today are the ones that will capture disproportionate value over the forecast window," said Gerry Murray, research director, Marketing and Sales Technology at IDC.

Industry Buyers Handbook: European Utilities, 2026

Gaia Gallotti, Gaurav Verma, Nigel Wallis, Claudia Medina — Fri, 07 Aug 2026 04:00:00 GMT

This IDC Industry Buyers Handbook aims to help technology vendors understand the areas of technology investments of the European utilities industry. Vendors can use this Handbook to:

Align the company's proposition to the buyer's tech priorities as they relate to domain processes.
Position the technology offering and innovation capabilities to respond to the buyer's business transformation objectives.
Develop a compelling narrative that resonates with the buyer's requirements.

Technology vendor executives in areas, including marketing, sales, and product strategy, can leverage the insight from this Handbook to inform and formulate their approach with buyers within the European utilities industry. The insight provided in this Handbook is largely based on IDC survey data and also leverages senior IDC analysts' knowledge, IDC research, and ongoing conversations with key industry players.

"European utilities are operating in a period of sustained macroeconomic volatility, energy price shocks, and geopolitical instability while carrying the weight of an energy transition whose physical buildout is immense and increasingly capital intensive," says Gaia Gallotti, research director, IDC Energy Insights. "In this environment, IT investment is no longer a discretionary modernization lever but the fastest and most cost-efficient way for utilities to unlock the efficiency, flexibility, and resilience gains that physical infrastructure alone cannot deliver at acceptable cost or pace."

CX Path: Executive Summary, 2026 — Examining the CX Buyer’s Journey

Nadia Ballard, Aly Pinder, Eric Newmark, Tiffany McCormick, Douglas Hayward — Wed, 05 Aug 2026 04:00:00 GMT

This IDC Market Presentation provides an executive summary of the worldwide findings from IDC’s 2026 CX Path program.

IDC’s 2026 CX Path polled 2,530 respondents across 12 countries to collect information on CX application and AI adoption, the CX buyer’s journey, and CX vendor preferences and ratings.

Coverage includes application adoption, use of generative AI and/or agentic AI, deployment models, budget plans and replacement cycle timing, purchasing preferences and attitudes toward CX buying channels, pricing options, CX management platforms, ratings, spend, and advocacy scores. The study covers 14 functional application markets: advertising; marketing; sales; digital commerce; configure, price, quote (CPQ); product information management/experience management (PIM/PXM); contact center and customer service; voice of the customer (VOC); customer experience orchestration; content and experience management; customer data platforms (CDPs); customer and digital experience analytics; aftermarket service life-cycle management; and price optimization.

IDC Survey: Early Adopters of Functional AI in the Hotel and Restaurant Industry

Dorothy Creamer, Nigel Wallis — Wed, 05 Aug 2026 04:00:00 GMT

This IDC Survey examines the state of agentic AI adoption among enterprise operators in the accommodation and restaurant sectors. Drawing on responses from 139 functional leaders in hotels and restaurants, this survey benchmarked responses against a worldwide sample of 2,951 and assesses deployment maturity across adoption approaches. The survey also tracks the business benefits, success metrics, and implementation challenges operators report as well as the strategic foundations — scope, road map maturity, governance structure, and autonomy models — they have established. Finally, the survey data paints a clearer picture of the vendor ecosystems hotel and restaurant operators rely on to apply agentic capabilities. A core objective of this study is to provide an explanation for why a sector with demonstrably mature strategy and above-average deployment success rates nonetheless trails global production benchmarks and to identify the structural actions required to close that gap.

“Hotels and restaurants rank autonomous booking and ordering as a top agentic AI priority, compared with retail, which ranks it last,” says Dorothy Creamer, senior research manager, Hospitality and Travel Digital Strategies at IDC. “This presents a very different motivation for hospitality and food service, driven by the fact that the broader hospitality industry has spent a decade watching OTAs and aggregators claim the guest relationship and the margin that comes with it. Agentic AI is the industry’s bid to take both back, and the agentic AI strategies that are emerging are a recognition that revenue recovery and operational survival now run on the same technology road map.”