Analogue to digital – unlocking digital self-care for consumers

The Government’s 10 Year Health Plan marks an important step forward in recognising the valuable role that self-care plays within our healthcare system. One of the key reforms it sets out to deliver is to create the ‘most digitally accessible health system in the world’.

When implemented well, digital self-care not only improves access and eases pressure on services but also helps reduce inequalities by giving people the confidence, information, and tools to manage their health more independently. According to PAGB’s 2025 Self-Care Census, 75% of GP appointments for self-treatable conditions result in advice to use an OTC medicine to self-care, so it seems clear that signposting to self-care through touch points such as the NHS website and App will enable patients to find the best pathways and information for them in a timely and accessible way. The current challenge – and biggest opportunity – is how we scale this lever for prevention and patient empowerment.

Supporting the self-care offer within the NHS App

The NHS App will be a core component in creating an empowering, digitally enabled NHS that puts patients at the centre of their care. Plans for the NHS App also include directing patients to ‘well-evidenced consumer healthcare products to support their self-care where appropriate’.

So, why is this important? How can signposting to OTC brands in the NHS App help people to self-care? The relationship between products, services, and digital tools has become more important. 62% of people use the internet to look up their symptoms for self-treatable conditions and for many it’s the first port of call to help them make a decision on the next steps to treat their illness. Yet, nearly half of adults (43%) also feel overwhelmed about the sheer amount of health information available online. Websites with trusted information and regulated claims, like the NHS website and OTC branded products sites, represent a beacon of trust amid much misinformation online.

Confidence in well-established, well-known consumer healthcare brands across adults in the UK speaks for itself, with more than 6 in 10 adults agreeing that trust in a brand influenced their decision to purchase their over-the-counter (OTC) products. We also know that trust in NHS digital platforms is high with 82% of adult saying they would trust the NHS website or App as sources of information on self-care. Importantly, public demand supports what is outlined in the Plan: 73% of adults say they would trust health information from an OTC brand’s website, underlining the value of integrating these resources into NHS digital platforms.

Prioritising and scaling self-care education and awareness through digital reform is about the Government supporting every patient, in every part of the country, to access the tools they need to manage their health. Ultimately this will help improve system resilience, reduce health inequalities, and deliver on the promise of a truly digital NHS.

We don’t need to reinvent the wheel

The great news for the Government and NHS is that scaling digital self-care would not require new legislation or major structural change, as the tools and mechanisms already exist. People want clear, accessible information to make informed decisions about their health. We know that established OTC brands invest a lot of resource in understanding their consumers and communicating about the availability and benefits of their products, as well as increasing awareness about the conditions they help. Many brands have already invested in digital tools, such as websites accessible by mobile, tablet and desktop, and apps developed to be used to understand a particular condition and which self-care products they may need.

For example, Bayer led research found that 65% of women yet to reach perimenopause or menopause don’t feel prepared when they enter this life stage and whilst there has been an explosion of noise on menopause, it can be overwhelming to navigate, and the information isn’t always accurate. So, there is a clear need to provide balanced and well-evidenced information and guidance. The CanesMeno Hub, built by the experts at Canesten, is a free to access dynamic digital tool that provides credible menopause education and support. Users can track signs of menopause allowing them to log changes, identify patterns, gain their own insights and feel empowered to have meaningful conversations with their health professional.

Working alongside established OTC brands, the Government has an existing route to consumers to implement their commitments for self-care in the NHS App. It will be vital that they work collaboratively with industry to agree and develop the information and guidance to be shared through the NHS App, including linking directly to trusted and quality assured OTC brand websites and regulated products, as set out in the Plan. Navigation should make it easy for users to move seamlessly between symptom guidance, pharmacy support, self-care information, and other NHS services, ensuring people have access to trusted advice and support.

The timing for delivering on the 10 Year Health Plan’s commitments is critical as the health service recovers from a period of sustained pressure. PAGB and the manufacturers of OTC brands stand ready with the tools and resources to help build people’s confidence to self-care, overcome health disparities and improve health literacy. Ensuring we can embed self-care as a key component of the NHS ecosystem, with digital reform leading the way for this change, will support people to be more knowledgeable and active in their own health.