Sickness to Prevention – broadening the self-care landscape for consumers

With the Government implementing three key shifts to revolutionise, reform and re-invigorate the healthcare system, self-care has never been more important.

The shift from sickness to prevention aims to reduce the number of primary care visits and provide patients with the tools and opportunities to manage and support their own healthcare. Give the growing appetite for people to take charge of their own health, this will be welcomed by patients and consumers; our annual Self-Care Census told us that consumers want to see widened access to pain relief and short-term sleep aids as well as over-the-counter (OTC) products for skin conditions such as acne and eczema. Not only this, almost 3 in 4 adults (74%) would like more medicines available from a pharmacy without a prescription.

By switching more medicines from POM (Prescription-Only Medicines) to P (Pharmacy) and P to GSL (General Sales List), we can give patients the opportunity to access more of the medicines they need without having to visit the GP. It also supports pharmacists by providing more of the tools they need to aid patients in self-care for a variety of common conditions. Encouraging more people to visit pharmacies to self-care also creates opportunities for pharmacists to engage in conversations on wider health issues to offer other services and advice, such as weight management and smoking cessation.

We know how impactful the reclassification of medicines can be, with Nurofen being one of the most significant switches made. Over 40 years on since it became available as an OTC, it is now one of the biggest and most trusted brands in the UK. The reclassification of Allevia and Calpol is also an example of significant switches, given that they are now amongst the 10 leading brands in the UK, further reinforcing the impact of reclassifications on the consumer health landscape.

Another instrumental switch for widening access to medicines and supporting access to healthcare has been the hormone replacement therapy (HRT), low-dose oestradiol vaginal product for post-menopausal women. The reclassification from POM to P in 2022 has enabled thousands of women to access effective, local HRT treatment directly from pharmacies. As well as this, Ovesse, an estroil cream was also switched in 2024. These changes have not only eased the burden on health services by reducing appointments but have also supported women to take greater control of their health and removed some of the difficulties to accessing the healthcare resources they need. In the same prevention sphere, we can note that Viagra was also a key switch and a clear example of the benefits these types of reclassifications can have on supporting people to self-care.

Unlocking the barriers to reclassification for brands

Reclassification also presents a valuable growth opportunity for the consumer healthcare industry, encouraging innovation and expanding access to well-established treatments in a more convenient and suitable way. In 2025, PAGB worked to re-establish the Reclassification Alliance, a group committed to championing reclassification and improving the process.

However, recent work carried out by PAGB has highlighted that there are still barriers to remove so that we can unlock the full potential of reclassification for patients and consumer healthcare brands, as well as the positive impact it could have on the NHS.

We spoke at length with 15 of our member companies to get their insights, thoughts and experiences of the current process to reclassifying medicines. These conversations indicated a need for updates to the current system to streamline the process and improve consistency. Almost 80% of members surveyed told us that one of their key drivers for switching products was consumer demand – showing that brands are willing to invest in this area to support wider access to medicines, but find the current process difficult to navigate. Another barrier mentioned by our members was surrounding the reluctance of regulators to accepting international data; instead, suggestions were made on how the regulatory acceptance of safety and efficacy data would not only enhance the reclassification pathway but also help to reduce the time it can take to complete the process.

In addition to practical process updates, we would also welcome a re-evaluation of the current legislation on the restrictive criteria for switching a POM to OTC to allow timely access to effective treatments (e.g. injectables to treat life-threatening allergic reactions).

PAGB remains the expert voice on reclassification, and we continue to work closely with the MHRA and DHSC as well as international partners to offer reclassification support to the OTC industry. Reclassification should be seen as a growth enabler, and we encourage the Government to implement policies to incentivise the OTC sector to reclassify their products in order for the UK to retain our position as a world-leader in reclassification.

Supporting the NHS 10 Year Health Plan through reclassification

Beyond the benefits to consumers and the OTC industry, it is estimated that if future reclassifications reduced NHS prescribing levels and spending by just 5%, it could save the NHS £1.4 billion per year in prescription and appointment costs (Frontier Economics).
63% of adults agreed they were able to work and miss fewer days off work when unwell by using over-the-counter medicines to manage their symptoms. More specifically, we know that savings of £18 billion to the UK economy can come from avoiding lost working days through use of over-the-counter medicines.

Looking ahead, PAGB would like to see the Government working alongside the Reclassification Alliance to explore opportunities to widen the use of 25 OTC products over 5 years, including widening the conditions they can be used to treat and/or the pack sizes available, to expand access to self-care.

Reclassification plays a vital role in supporting the aims of the NHS 10 Year Health Plan by improving access to medicines, promoting self-care, and reducing pressure on primary care services. By enabling people to manage minor health conditions safely, reclassification empowers patients, aligns with a preventative healthcare model, and frees up NHS resources for more complex needs.