Each month, Industry Insights highlights a few of the trends and conversations making waves across healthcare, wellness, and personalized medicine. Think of it as a quick snapshot of what’s showing up in your patients’ news feeds, the media they consume, and even around the proverbial water cooler, along with why it matters to your practice.
“Fibermaxxing” Is Having a Moment
Protein has dominated the wellness conversation for the last few years, but another dietary staple is suddenly getting its turn in the spotlight: fiber.
“Fibermaxxing,” which essentially means making a concerted effort to increase daily fiber intake, has become a popular wellness trend across social media. And unlike plenty of viral nutrition trends, this one has some healthcare professionals on board.
According to UCLA Health, most Americans aren’t consuming nearly enough fiber. More than 90 percent of women and 97 percent of men fall short of recommended daily intake levels, with the average person consuming around 15 grams per day. Fiber-rich foods like beans, oats, seeds, fruits, vegetables, and nuts can support digestive health and offer other important health benefits.
As with most things in wellness, however, more isn’t always better. Dramatically increasing fiber intake overnight can cause gastrointestinal discomfort, and individual nutritional needs vary.
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Why it matters: Your patients are likely encountering nutrition advice on TikTok and Instagram long before their next appointment. Fibermaxxing offers an opportunity for you to turn a viral wellness topic into a broader discussion about nutrition, digestive health, and sustainable lifestyle changes.
Patients Want More Data About Their Health
For decades, most patients received diagnostic testing when a provider ordered it to investigate symptoms, monitor an existing condition, or complete routine preventive care. Today, a growing number of consumers are seeking out health data before there’s necessarily a problem to solve.
The U.S. precision diagnostics market reflects that growing interest. Grand View Research estimates that the market generated approximately $25.9 billion in revenue in 2023 and projects it will reach more than $72 billion by 2030.
At the same time, consumer-facing companies are making sophisticated testing feel increasingly accessible. Function Health, for example, offers members access to 160+ lab tests each year, positioning comprehensive testing as a way for consumers to understand and track their health over time. It’s part of a larger shift toward what patients often view as greater ownership of their health.
Why it matters: Whether or not providers recommend elective testing for an individual patient, patients increasingly have access to it. This access prioritizes clinicians for interpreting and helping patients understand which results are meaningful, what requires follow-up, and how individual data points fit into the bigger picture of their health.
Telehealth Isn’t Going Anywhere
Remember during the Covid when telehealth felt like a temporary solution? At this point, virtual care has become an established part of how many patients expect to interact with the healthcare system.
While telehealth utilization has leveled off from its pandemic-era peak, recent data suggest it has settled into a new normal rather than disappearing. The American Hospital Association reports that telehealth accounted for roughly 6 percent of primary care encounters as of late 2025, with considerably higher utilization in certain specialties, including mental health and endocrinology.
Health systems are continuing to invest in virtual care as well, using it to expand access, create more flexible care models, and meet patients where they are.
Why it matters: For many patients, convenience is increasingly part of the healthcare experience. To make access to care more accessible, primarily in-person clinical practices should consider adding virtual visits, follow-ups, patient education, or other digital touchpoints.
Looking Ahead
If there’s a common thread running through this month’s trends, it’s that patients have more ways than ever to engage with their health outside of the traditional doctor’s office. They’re learning about nutrition on social media (from credible and non-credentialed sources). Plus, they’re ordering their own lab work and tracking more health data. They’re more comfortable than ever receiving care virtually.
For providers, staying aware of these conversations doesn’t mean embracing every new trend or technology. It means being prepared when patients walk through the door (or log onto a virtual appointment) ready to talk about them.
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