Qualtrics completes US$6.75 billion Press Ganey Forsta acquisition
Qualtrics completes its US$6.75 billion Press Ganey Forsta acquisition, adding healthcare data to its XM AI platform.
Qualtrics has completed its acquisition of Press Ganey Forsta for US$6.75 billion, adding one of healthcare’s largest experience datasets to its Experience Management platform.
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The deal combines Qualtrics’ proprietary XM AI and data platform with Press Ganey Forsta’s healthcare measurement systems, which are used by more than 41,000 healthcare facilities, including the majority of US hospitals. Qualtrics described the transaction as the largest technology acquisition in Utah history.
Healthcare experience becomes a larger AI data layer
Qualtrics is positioning the acquisition around what it calls the “experience gap”, or the difference between what patients expect and what organisations can deliver. The company said patient expectations are increasingly shaped by consumer-grade experiences across hospitality, travel, dining, concierge, and digital services.
That makes healthcare experience harder to manage through retrospective feedback alone. Qualtrics said the combined platform will help healthcare providers and payers anticipate patient needs, simulate outcomes, and move from measurement towards more predictive action.
“AI permanently changed what people expect from every experience in their lives,” said Jason Maynard, CEO of Qualtrics. “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. The rich data and context intelligence we are building raises the standard for what experience management can do across every industry we serve.”
Press Ganey Forsta adds healthcare-specific depth
Press Ganey Forsta brings decades of patient voice data, healthcare benchmarking, and relationships with provider, payer, and post-acute leaders. Qualtrics said this data is built for the clinical, regulatory, and operational realities of care delivery.
The acquisition expands Qualtrics’ dataset with a broader health-related dimension, which the company said can support AI-driven systems that simulate outcomes, predict human needs and behaviours, and orchestrate more personalised experiences.
For healthcare organisations, the combined platform is intended to connect experience data with clinical and operational decisions. For Qualtrics customers outside healthcare, including financial services, public sector, technology, retail, and hospitality, the company said the expanded dataset will strengthen its platform with more data, context, and AI precision.
The deal moves experience data closer to operations
Healthcare leaders cited in the announcement focused less on data volume and more on whether insights can translate into timely action across care delivery.
“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,” said David Entwistle, President and CEO of Stanford Health Care. “As the industry evolves, 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.”
That framing is consistent with Qualtrics’ argument that experience management in healthcare is moving beyond survey-based measurement. The announcement also cited support from Carilion Clinic, UF Health, Tampa General Hospital, and The Futurum Group, with their comments centred on patient experience, clinical outcomes, workforce resilience, and AI-driven decision-making.
