Qualtrics has completed its $6.75BN acquisition of Press Ganey Forsta, bringing one of healthcare’s largest experience datasets into its AI-powered Experience Management (XM) platform.
The deal, first announced in October 2025, marks one of the largest consolidation moves in the XM market and significantly expands Qualtrics’ position in healthcare. It combines the Qualtrics platform with Press Ganey Forsta’s healthcare experience and benchmarking datasets benchmarking, and Voice of the Customer capabilities.
According to Qualtrics, the acquisition adds “the world’s largest healthcare experience dataset” to its XM AI and data platform, with more than 41,000 healthcare facilities using Press Ganey Forsta systems, including the majority of U.S. hospitals.
The company says the combination will help organizations move beyond retrospective experience measurement and toward predictive, real-time interventions powered by AI.
Qualtrics Expands Its Healthcare XM Footprint
Press Ganey is best known for patient, member, employee, and clinician experience measurement across the healthcare sector, while Forsta brought broader VoC, market research, and customer insights capabilities following its earlier combination with Press Ganey.
For Qualtrics, the acquisition strengthens its ability to serve healthcare organizations with industry-specific benchmarks, experience data, and AI-driven insights at scale.
The company positioned the deal as a response to rising consumer expectations in healthcare, driven in part by AI-enabled personalization across other industries.
Qualtrics argues that healthcare organizations are no longer being judged only against local health providers, but against the experience standards set by digital leaders in sectors such as hospitality, travel, and retail.
Patients now come into healthcare systems “informed, researched, empowered, anxious, and expectation-hungry with an AI doctor in their pocket,” explained Jason Maynard, CEO of Qualtrics, adding:
“AI permanently changed what people expect from every experience in their lives.”
According to Maynard, competitive differentiation increasingly lies in the “experience gap,” the difference between what customers expect and what organizations are able to deliver. “The Qualtrics proprietary XM AI and data platform provides the human understanding and contextual inference that large language models alone lack. This transforms proprietary experiential signals into trusted, outcome-driven experiences.”
Maynard added that the combined datasets and contextual intelligence capabilities from the two companies “raises the standard for what experience management can do across every industry we serve.”
From Retrospective Measurement to Predictive Experience Intelligence
The acquisition comes as experience management vendors race to make customer, employee, and patient signals more actionable through AI.
Traditional VoC programs have often focused on collecting feedback and reporting scores after an interaction has taken place. Qualtrics is positioning the combined platform as a way to turn those signals into predictive intelligence that can shape decisions in real time.
According to Qualtrics, integrating Press Ganey Forsta’s patient experience data with its XM platform will enable organizations to move from retrospective measurement toward AI-powered interventions.
The company said:
“This dataset creates the engine for a new generation of AI-driven synthetic experience intelligence systems capable of simulating outcomes, predicting human needs and behaviors, and orchestrating more personalized experiences.”
Qualtrics appears to be positioning the combined platform as a way for organizations to model customer or patient journeys, forecast potential pain points and trigger interventions before dissatisfaction shows up in traditional survey results.