Qualtrics has completed its acquisition of Press Ganey Forsta for US$6.75 billion, combining its Experience Management (XM) platform with Press Ganey Forsta’s healthcare experience and patient feedback systems, which are used across more than 41,000 healthcare facilities worldwide.
The deal, described as the largest technology acquisition in Utah history, is aimed at creating what Qualtrics calls a large-scale AI-powered dataset for human experience management, with healthcare forming a central pillar of the combined platform.
Closing The “Experience Gap”
Qualtrics frames the acquisition around what it describes as the “experience gap,” the difference between what patients expect from healthcare interactions and what organisations are currently able to deliver.
Jason Maynard, CEO of Qualtrics, argues that patient expectations are no longer shaped by comparisons with other healthcare providers, but by consumer experiences across hospitality, travel, dining and digital services.
“AI permanently changed what people expect from every experience in their lives,” Maynard explains. “That’s why the future will be won in the Experience Gap. Leaders want to deliver intelligent, responsive and predictable human experiences. In the age of AI, experience is now the differentiator in every industry, and for the first time ever that problem can be solved in healthcare.”
Maynard points to the combined dataset as a foundation for raising the standard of experience management across all the industries Qualtrics serves.
“The rich data and context intelligence we are building raises the standard for what experience management can do across every industry we serve,” he adds.
What Press Ganey Forsta Brings
Press Ganey Forsta operates measurement systems used by the majority of US hospitals, along with healthcare facilities in other markets, totalling more than 41,000 sites. The company has built its position over decades through patient voice data and relationships with providers, payers and post-acute care leaders.
Qualtrics says the combination of its XM platform with Press Ganey Forsta’s healthcare-specific data and regulatory systems will allow healthcare providers to move from reactive patient feedback measurement to predictive, AI-driven experience management.
The combined dataset is intended to power what Qualtrics describes as AI-driven synthetic experience intelligence systems, capable of simulating outcomes, predicting patient needs and behaviours and orchestrating personalised experiences at scale.
Healthcare Leaders Respond
Several US healthcare executives have offered their perspective on the deal.
David Entwistle, President and CEO of Stanford Health Care, frames the opportunity in terms of actionable insight.
“The opportunity ahead for healthcare is not simply more data or more AI. It is the ability to turn insight into timely, human-centred action,” Entwistle notes. “Organisations that succeed will be those that pair proven technology with deep expertise in patient and care team experience to drive meaningful improvements in care delivery, trust and outcomes.”
Steve Arner, President and CEO of Carilion Clinic, points to the need for real-time understanding of patient and caregiver experiences.
“To meet evolving community needs, health systems need to understand what patients and caregivers are experiencing in real time and respond thoughtfully,” Arner outlines. “The combination of Qualtrics and Press Ganey Forsta will help identify timely insights to support informed decisions, stronger connections and ultimately a better care experience.”
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Stephen J. Motew, President and CEO of UF Health, describes the deal as an opportunity to bridge patient experience and clinical outcomes.
“We are excited to leverage these unified capabilities to surface real-time insights, act faster and continuously elevate our standard of care,” Motew remarks.
John Couris, President and CEO of Tampa General Hospital, highlights the potential for AI-powered analytics across patient safety and workforce resilience.
“This combination brings together two dynamic companies that provide deep AI-powered analytic insights and drive improvement, ultimately accelerating our goal to reach zero harm and build resiliency in the workforce,” Couris explains.
Analyst Perspective
Keith Kirkpatrick, Vice President and Research Director with The Futurum Group, places the acquisition within a broader industry trend.
“Qualtrics’ acquisition of Press Ganey Forsta reflects a broader industry shift toward unifying experience and operational data to power AI-driven decision-making,” Kirkpatrick observes. “By combining healthcare-specific benchmarking and provider data with its XM platform, healthcare organisations will be well positioned to transition from relying solely on retrospective insights to leveraging real-time, outcome-oriented actions that improve both patient and provider experiences.”
Beyond Healthcare
While healthcare sits at the centre of the acquisition, Qualtrics says the expanded dataset and platform capabilities will also benefit customers in financial services, the public sector, technology, retail and hospitality. The company argues that the addition of health-related experiential data adds a dimension of context that strengthens AI precision across all the sectors it serves.
Last Updated on May 19, 2026 by Nick Ross
