A new report from PricewaterhouseCoopers highlights growing opportunity in the healthcare sector. 

In fact, the report lays out that almost half of the Fortune 50 companies – firms that previously did not have anything to do with healthcare – are getting into the game.

“The money is starting to move differently,” says the report’s author, Ceci Connolly, the head of the Health Research Institute at PricewaterhouseCoopers. “More and more of us are having to spend our own dollars, and make our own health care decisions.”

Because of the Affordable Care Act, millions more Americans have health insurance, technology is changing, and we have seen “the rise of the consumer.”

The report highlight’s Ford’s work on a system that would help drivers with chronic conditions.

“These sorts of pushes toward more consumer-directed health care might be a good thing,” says Zack Cooper, a health policy professor at Yale. He says access to data and access to information means we’re not as reliant on experts.