The Nordic region, particularly Sweden and Denmark, has established itself as a global leader in digital transformation across industries. Nowhere is this more evident than in the rapid adoption of telehealth and digital healthcare services. As healthcare leaders, digital strategists, and policymakers across Europe seek to benchmark their progress and learn from the Nordic model, it is essential to understand the unique drivers, barriers, and patient attitudes that have shaped the region’s success—and how these compare to other major European markets such as the UK, France, and Germany.
Sweden and Denmark consistently outpace their European peers in telehealth adoption. Recent research shows that approximately a quarter of Swedes (25–29%) and Danes (21–22%) have used telehealth services, compared to much lower rates in the UK (15%), France (18%), and Germany (12%). Globally, the average stands at 27%—placing the Nordics at or above the international benchmark, and well ahead of most of Europe.
This leadership is not just about usage rates. Nordic patients are more likely to have had a healthcare visit—whether in-person or digital—within the past six months, and a majority of those who have used telehealth during the pandemic plan to continue doing so in the future (54% in both Sweden and Denmark). In contrast, intent to use telehealth post-pandemic is lower in the UK (24%) and Germany (23%), reflecting both cultural and systemic differences.
Nordic consumers are characterized by high digital literacy, trust in digital services, and a strong preference for convenience. In Sweden and Denmark, patients expect seamless, user-friendly digital experiences—mirroring their expectations in banking and retail. This is reflected in the high satisfaction rates with digital channels and the willingness to manage healthcare needs online, from booking appointments to accessing medical records.
Patients in the Nordics are also more likely to demand a broader range of telehealth services, including follow-up appointments, prescription refills, specialist access, and mental health support. Notably, younger generations in Sweden are especially open to continued telehealth use, signaling a generational shift that will further accelerate digital healthcare adoption.
While concerns over COVID-19 exposure and appointment availability have driven delays in care across Europe, the Nordics report lower levels of cost-related barriers and lack of information compared to the global average. Only 10% of Swedes and Danes cite cost or lack of reimbursement information as a reason for delaying care, compared to 20% globally. Trust in telehealth and awareness of available services are also higher, reducing friction in the patient journey.
In contrast, the UK, France, and Germany face more pronounced barriers. In the UK, long wait times, limited telehealth options, and fragmented digital experiences are the most common reasons for delayed care. German patients report low telehealth adoption, with only 2% having seen a provider via telehealth in the past six months, and a strong attachment to in-person visits and established institutions.
Sweden and Denmark offer a compelling blueprint for digital health transformation—one built on high digital trust, convenience, and patient-centric innovation. Their experience demonstrates that when healthcare systems invest in seamless, personalized, and integrated digital journeys, both adoption and satisfaction rise. For healthcare leaders across Europe, the path forward is clear: blend the best of digital and physical care, relentlessly innovate to meet evolving expectations, and put the patient at the center of every digital initiative.
Publicis Sapient partners with healthcare organizations across Europe to design and implement transformative digital health solutions. By learning from the Nordic model and adapting its lessons to local contexts, providers and policymakers can accelerate their own digital transformation journeys—and deliver better health outcomes for all.