A wave of physician burnout is colliding with a surge in consumer demand across Asia-Pacific’s healthcare systems, according to a major new report from global consultancy Bain & Company, which warns that the region’s providers, insurers and pharmacies have roughly 18 months to adapt before losing ground to faster-moving competitors.

Key takeaways

• One in five Asia-Pacific doctors are considering leaving their jobs, driven by heavy workloads and lack of recognition rather than pay, threatening the region’s already thin physician supply.
• Patients are behaving like consumers, with 84% demanding more convenience, 95% wanting a single point of contact for their care, and nearly 60% shifting to alternative settings like telehealth, retail clinics and home-based visits.
• Appetite for AI in healthcare is high among both patients and doctors, but one in three physicians say their organisation isn’t ready to deploy it at scale, leaving an 18-month window for providers and insurers to adapt before losing ground.

The report, Bain’s fourth biennial study of frontline healthcare trends in the region, draws on surveys of 600 doctors in Australia and the Philippines and 6,300 consumers across nine countries, conducted in December 2025. Its authors describe a system caught between two forces moving in opposite directions: patients who increasingly behave like demanding consumers, and a clinical workforce that is stretched to its limit.

A Widening Gap Between Supply and Demand

The tension, researchers argue, stems from a structural mismatch. Asia-Pacific is home to roughly 60% of the world’s population and carries an outsized share of global disease burden, yet the region accounts for only about 22% of worldwide healthcare spending. Physician density remains thin, excluding China, the report puts the average at under one doctor per 1,000 people, far below the World Health Organization’s recommended minimum of 2.5.

Against that backdrop, long wait times have topped the list of consumer complaints for four consecutive Bain surveys, a pattern the report says holds true regardless of whether a country’s system is public or private, wealthy or developing. High out-of-pocket costs compound the problem: fewer than 70% of patients with chronic conditions reported keeping up with regular check-ups, with cost cited as the main deterrent.

Physicians on the Edge

Doctors, meanwhile, are signalling they’ve had enough. Roughly 20% of physicians surveyed said they are actively weighing a move to a different organisation, and about 30% believe recruitment and retention have worsened since 2023. The report attributes this primarily to heavy workloads and a lack of professional recognition rather than pay. Doctors in both mature markets like Australia and emerging ones like the Philippines ranked career development and access to modern tools above compensation as priorities, yet only about 30% said they were satisfied on either front.

The stakes of ignoring this trend are high, the report suggests: physicians who feel engaged in strategic decisions at their organisations reported workplace advocacy scores up to 36 points higher than colleagues who don’t, a gap researchers linked to broader outcomes in patient care and safety.

Patients Are Acting Like Consumers

On the demand side, the report documents a marked shift toward consumer-style healthcare behaviour. The vast majority of respondents, 84%, said they now expect more convenience from the healthcare system than they did two years ago, and 71% want doctors to be reachable through messaging apps or email rather than waiting for scheduled visits. Nearly 70% said they had used AI tools to help interpret a diagnosis or treatment plan.

Preventive care usage has also jumped, with 60% of consumers reporting regular check-ups and screenings in 2025, up from 47% two years earlier, a trend led by China, where 76% of respondents said they get routine screenings.

Spending patterns reflect the same shift: consumers reported increasing what they spend across every category of health and wellness, with nutrition supplements, fitness, and oral healthcare showing the sharpest gains.

Care Is Moving Outside the Hospital

Consumers are also voting with their feet when it comes to where they receive treatment. Close to 60% now use alternative care settings such as walk-in clinics, home-based visits, telehealth or wearable devices, a significant jump from intent levels measured in 2019. The preferred format varies widely by market: retail clinics dominate in Malaysia and Australia, home-based care leads in India and Vietnam, and telehealth is the top choice in China and Singapore, where usage has climbed to 61% of consumers, up 37 percentage points since 2019.

By contrast, telehealth adoption in India has fallen sharply, dropping to just 10% penetration as the market’s largely cash-based payment structure limits insurer-driven incentives to use virtual care.

Surgeons surveyed said they would like to perform far more procedures in ambulatory surgical settings than they currently do, citing patient preference and better access to modern equipment as key drivers.

Fragmentation Frustrates Patients and Doctors Alike

A recurring theme in the report is fragmentation. Half of consumers said they were referred to multiple providers before receiving an accurate diagnosis, and more than 40% received conflicting advice from different clinicians. For patients managing chronic illness, more than half said they had to see multiple doctors just to get their needs met.

Clinicians feel the strain from the other side: roughly one in three doctors reported significant inefficiency at their organisation, and about 40% said they regularly perform repetitive administrative tasks that could be automated.

The result, according to Bain, is overwhelming demand for simplification. 95% of consumers said they want a single point of contact to manage their care, up sharply from 70% in 2019. Yet access to primary care physicians, who are seen by most consumers as the natural candidate for that role, remains inconsistent; roughly a quarter of the region’s population has no primary care doctor at all, with gaps particularly pronounced in Malaysia, Hong Kong, Indonesia and China.

AI: Wanted, But Not Fully Trusted or Ready

Artificial intelligence emerges in the report as both the most promising fix and the area of greatest organisational weakness. Nearly three-quarters of Asia-Pacific consumers said they’re comfortable with at least one AI healthcare application, a notably higher comfort level than researchers found among American consumers in a parallel study. Support is strongest for AI that assists clinicians, such as automated documentation or decision support, rather than AI that replaces human interaction entirely, though more than 35% of respondents said they’d accept AI-only call centres or diagnostic tools.

Doctors broadly share this cautious optimism, hoping AI will ease administrative burdens while worrying it could erode the doctor-patient relationship, a concern the report says mirrors sentiment in the US and UK.

But readiness lags behind appetite. About one in three doctors said their organisation isn’t prepared to deploy AI at scale, citing unclear strategy, inadequate training and insufficient involvement from clinical staff. Even basic digital infrastructure such as workforce management systems and revenue cycle tools remains underused, the report found, even in a relatively advanced market like Australia.

Some organisations are further along. The report cites Apollo Hospitals’ clinical decision-support platform, which covers 1,300 conditions and is maintained by more than 500 in-house clinicians, and Singapore General Hospital’s AI-driven perioperative chatbot, which researchers say has saved an estimated 660 doctor hours a year across 25,000 patients. Ping An Good Doctor, meanwhile, reportedly uses AI agents to handle up to 4 million consultation requests daily, cutting per-doctor service costs by roughly half.

Five Priorities for Industry Leaders

Bain’s authors, partners Vikram Kapur, Alex Boulton, Lucy d’Arville and Dhruv Sukhrani, along with practice senior manager Monica Pinto Basto, lay out five strategic priorities for healthcare leaders in the region: building a trusted single point of coordination for patients; redesigning care journeys around the interactions that matter most to patient loyalty, particularly billing; adopting value-based care models tied to outcomes rather than volume; treating AI deployment as a full business transformation rather than a bolt-on feature; and prioritising clinician engagement as a precondition for successful change.

The report singles out billing and coverage disputes as the single biggest driver of dissatisfied patients across the region, and warns insurers in particular that failing to modernise these interactions risks accelerating the shift toward other players such as providers, retailers, and digital platforms, who are moving to claim the “trusted coordinator” role in patients’ healthcare journeys.

The Bottom Line

Bain’s overarching message is that structural pressure on Asia-Pacific’s healthcare systems will not ease on its own, and that AI, while promising, cannot substitute for organisational change. “Technology-driven advantages cannot scale without the workforce,” the report concludes, arguing that organisations willing to invest in clinician trust and involve doctors as partners in AI-driven transformation stand to gain the most, both from a more engaged workforce and from patients who, once satisfied, tend to stay loyal and spend more.

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