By Angela Bowden, Consumer Health Lead Partner, and Emily May, Life Sciences Research Manager, Deloitte

The future of health is not a distant prospect; it's happening now. Empowered consumers demand personalised and effective healthcare experiences, and this, combined with rapid technological advancements and disruptive innovation, is revolutionising the health and wellbeing landscape. We explored these shifts in our Life Sciences and Healthcare 2030 Predictions campaign, specifically how Consumers are the CEOs of their own health and The rise of a dynamic consumer health market.^1,2 To further explore these themes, we recently hosted ‘Powering the Consumer Health Revolution’ which brought together industry leaders to discuss the evolving consumer health industry. This blog shares our key learnings from the panel session including reflections on the shift towards a preventative, empowered consumer model as well as the opportunities to be seized and challenges to navigate in this new dynamic environment.

Panel discussion: embracing the future of consumer health

James Gregson, Life Sciences and Healthcare Managing Partner, and Angela Bowden, Consumer Health Lead Partner, welcomed diverse industry speakers and an audience of public health professionals, consumer products, biopharma and insurance leaders. Our panellists: Michelle Riddalls OBE, CEO of PAGB; Jo Cooper, General Manager UK&I, Haleon; Bas Vorsteveld, Area Managing Director, Northern Europe, Kenvue; and Mike Knowland, GM, Cluster Lead Northern Europe, Bayer Consumer Health; explored the challenges and opportunities of embracing the future of consumer health.

The key themes that came out of this dynamic panel discussion were:

• the evolving role of self-care in a preventative model
• empowering consumers through information and access in the digital age
• the power of partnerships and collaboration
• moving beyond the traditional consumer health product.

The evolving role of self-care in a preventative model

The panellists underscored the increasing importance of self-care in managing personal health and its potential to significantly reduce the strain on the NHS. They presented compelling data on the economic benefits of over-the-counter (OTC) medications, demonstrating substantial cost savings achieved through a reduction in work absences, GP visits, and hospital stays.³ Beyond the economic advantages, by empowering individuals to take proactive steps to manage their well-being, self-care can contribute to a healthier population and reduce the need for reactive medical interventions. This proactive approach aligns with the broader shift towards preventative care and has the potential to transform the healthcare landscape. The panel also emphasised the need for the national health strategies to explicitly acknowledge and incorporate self-care as a key component of a sustainable healthcare system.

Empowering consumers through information and access in the digital age

In today's digital age, consumers have access to an abundance of health information, but this information can often be conflicting, unreliable, or even harmful. The panellists discussed the critical need to equip consumers with accurate, evidence-based information to navigate this complex landscape. Strategies discussed included leveraging the credibility of healthcare professionals and trusted brands, providing clear and evidence-based information on branded websites, and embracing industry self-regulation to ensure responsible communication. Initiatives like the Kenvue Aveeno® SkinVisibility programme and the Bayer Healthcare Canesten® ‘Truth Undressed’ campaign were showcased as examples of how consumer health companies are actively working to combat misinformation and promote health literacy, particularly among younger demographics. By providing accurate and accessible information through engaging channels, these campaigns aim to empower individuals to make informed decisions about their health and well-being.

The discussion also explored improving access to healthcare resources through targeted solutions tailored to specific demographics or health conditions, digital hubs providing comprehensive information and support, and educational campaigns designed to promote health literacy. However, they also acknowledged the digital divide and the need to ensure equitable access to these tools, particularly for underserved communities. Bridging this gap requires a focus on digital literacy, accessible design, and partnerships to expand reach and ensure that the benefits of digital health are available to all.

The power of partnerships and collaboration

The panellists emphasised the vital role of collaboration across the healthcare ecosystem to drive a more preventative future with accessible solutions. For example, a Haleon study in partnership with the Royal College of Dentistry shone a spotlight on the regional disparities in access to preventative oral healthcare advice. Likewise, partnerships with retailers and supermarkets to create in-store health hubs were highlighted as a key strategy for expanding the reach into communities. The importance of meeting consumers where they are and where they expect to find consumer health products and information, both physically and digitally, was stressed.

With increasing pressure on general practitioners (GPs) and other healthcare services, pharmacists are increasingly crucial in providing accessible healthcare advice. The ‘Pharmacy first’ initiative, encouraging patients to consult pharmacists before visiting a GP, was highlighted as a positive step towards utilising pharmacists' expertise and alleviating pressure on the NHS. However, concerns were raised about the potential for this initiative to focus on prescription medications, rather than fully leveraging the potential of OTC products and other self-care solutions.

Engaging pharmacists effectively requires understanding their challenges, priorities and time constraints and providing tailored support, including training, tools, and concise OTC product information, ideally through efficient - and shared - digital platforms. Recognising pharmacies as businesses, consumer health companies can offer category management expertise to optimise OTC product assortment and drive sales, further strengthening the partnership. Our panellists explored how the combination of collaborative educational initiatives, health literacy campaigns and pharmacists serving as trusted guides, can together empower consumers to make informed self-care decisions in their healthcare journeys.

Moving beyond the traditional consumer health product

In an increasingly data-rich world, the panel explored how the industry can harness the power of information to drive innovation and targeted consumer health solutions. From wearable technology to real-world evidence, the wealth of available data offers unprecedented opportunities to understand consumer behaviour, meet evolving preferences, and develop targeted interventions. The panellists discussed the potential of data partnerships and advanced analytics to unlock these insights, ultimately leading to more effective and personalised health outcomes. However, they also acknowledged the importance of responsible data usage, emphasising the need for transparency, regulatory compliance and consumer trust in how their information is collected and applied.

Consumers are driving demand for services that complement and enhance traditional products. Digital tools and services, such as telehealth consultations, remote monitoring, and personalised health tracking apps, offer convenient access to information, support, and healthcare professionals. Our panellists noted how wrap-around complimentary services, such as personalised coaching and adherence nudges, nutritional counselling, and online communities, enhance product value and create a more supportive and engaging consumer experience. This holistic, patient-centric and integrated approach has the potential to create a future where products and services work seamlessly together to empower individuals to manage their health proactively.

Conclusion

The panel discussion of ‘Powering the consumer health revolution’ clearly underscored how the consumer health revolution is not just on the horizon; it's happening now. Empowered consumers are driving a shift towards preventative care, demanding personalised solutions and readily embracing technology to manage their well-being. This dynamic landscape presents both exciting opportunities and complex challenges for all stakeholders. The future of consumer health is a future of individuals, connected to a network of support and equipped to take control of their own health journeys. At the event, we further explored this future with provocations from Deloitte’s consumer packaged goods (CPG) leaders and an exploration of five key dynamics driving the transformation, which we will delve into in our next blog on this evolving industry.

Emily May, Research Manager, Centre for Health Solutions

Emily is a manager in the Centre for Health Solutions where she applies her background in both scientific research and pharmaceutical analytics to produce supported insights for the Life Sciences and Healthcare practice. Emily leads the research and publication of the life sciences insights, performing thorough analysis to find solutions for the challenges impacting the industry and generating predictions for the future. Prior to joining the centre, Emily worked as an Analytical Scientist conducting physical chemistry analysis on early stage drug compounds and previously lived in Antwerp, Belgium where she researched and developed water-based adhesive films.

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Angela - Consumer Health Lead Partner

Angela is Deloitte's UK Consumer Healthcare Leader. She started her career at L'Oréal and has 25 years of consulting experience, spanning the UK, Australia and South Africa. Her focus has mainly been in the Life Sciences and Consumer Products sectors. Angela leads large-scale strategy, supply chain and procurement operating model programmes, specialising in enhancing visibility and process efficiencies through end-to-end digital solutions for clients with complex global networks of outsourced service providers and suppliers.

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¹ Consumers are the CEOs of their own health

² The rise of a dynamic consumer health market

³ The economic value of the over-the-counter sector, PAGB