The front door to healthcare is a funnel: it directs patients to higher-level care, where the money is. Oura and Whoop are rebuilding that front door on a consumer subscription — and the demand it absorbs never shows up in the claims data.

I speak with at least 100 healthcare leaders each year. They track everything — length of stay, readmissions, OR utilization, revenue cycle velocity. The one thing they're not tracking at all? The demand leaving the system entirely. And a Harvard finding that should have set off alarms six years ago has gone almost completely unnoticed.