raise the bar

[Ju]

***It is time to raise the bar for healthcare, fitness and to empower people to take care of their bodies.***

What does it mean of 'raise the bar' ?

Thanks.

[Anglika]

In this context it seems to mean to remove a [metaphorical] barrier so that the patients can decide for themselves what they want from health care systems.

However, properly the term "raise the bar" means to change the expected standards of excellence upwards by increasing the required targets, and comes from athletics where bars are raised in jumping events after each round.

[Delmobile]

In the sentence quoted, I think the sense is that the standard of excellence for health care will be raised when preventive care is the norm and patients are expected to be motivated to take action to improve their own health.