Self-care

We promote self-care to empower individuals to take responsibility for their health and well-being. On this page you’ll find more information about self-care and our resources for members. Follow the link below for our latest updates on our self-care activity.

What is self-care?

 

Self-care is the actions that people take for themselves and their families to: 

  • Promote and maintain good health 
  • Promote and maintain wellbeing 
  • Take care of their self-treatable conditions 

Self-care is not the absence of care. It does not have to be practised in isolation and it may involve support and advice from others, such as expert pharmacy teams. 

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Leaders in self-care

At PAGB, we have long argued in favour of measures to prioritise self-care, increase education and awareness and support people’s confidence to practice self-care for self-treatable conditions.

By working closely with our members, organisations across the healthcare sector and policy makers we successfully secured a national self-care policy in May 2023. Following the publication of the Delivery plan for recovering access to primary care, we are now committed to supporting the implementation of the self-care policies within the plan  

Self-care in numbers

64 million

64 million

people in the UK will experience at least one self-treatable condition a year

Average of 5

Average of 5

the number of self-treatable conditions people experience each year

61 million

61 million

people in the UK use OTCs each year to treat self-treatable conditions

5 extra days

5 extra days

worked each year as a result of OTC use

Copy of Highlights report (2)

10 Year Health Plan

In July 2025, the Government announced a 10 Year Health Plan for England to create an NHS ‘Fit for the future’. This marked an important step forward in recognising the valuable role that self-care plays within our healthcare system.

At PAGB, we have long been advocating for measures to prioritise and promote self-care, engaging with Government and key stakeholders to provide insights, evidence and solutions to ease the burden on the NHS. Self-care is explicitly mentioned in the Plan and its principles woven throughout.

The Plan recognises that good self-care depends on the right knowledge, skills and support, and commits to supporting patients to be more active in managing their own health.

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PAGB’s Self-Care Census Report

Our 2025 Self-Care Census Report reviews real-world data from a census of 4,000 adults in the UK, exploring consumer trends in self-treatable conditions and self-care practices, and the next steps that we can take in policy and practice to promote self-care.

The trends revealed in this year’s annual census help underscore a pivotal moment for the integration of self-care into a national healthcare system primed for reform. The report reveals the current challenges concerning people when it comes to caring for their self-treatable conditions and highlights the opportunities to reshape how individuals’ access and engage with healthcare services.

The findings will support the 10 Year Health Plan‘s aim to embed self-care into the fabric of the NHS, with crucial insights that can ensure the ambitions around self-care are fully realised in practice.

Consumer confidence

84%

84%

of people would choose self-care as their first option for healthcare

9 in 10

9 in 10

adults say they feel confident using OTC medicines to manage their symptoms

93%

93%

of adults who buy branded OTC products use brand names to help them find and pick the right medicines

82%

82%

of adults trust the NHS Website and App as sources of information on self-care

Watch our video: PAGB – the expert voice on self-care

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The social and economic impact of self-care

In July 2023, we launched a groundbreaking new report detailing the economic value of the over-the-counter sector. The findings showed that the UK OTC sector saves the NHS £6.4 billion of prescription and appointment costs each year. 

The report also demonstrates the value of encouraging people to take a more proactive approach to their health by widening the scope of how they self-care. These changes could save the NHS over £1.7 billion a year by eliminating 25 million unnecessary GP appointments and five million avoidable visits to A&E. 

Watch a recording of our webinar on the economic impact of over-the-counter products in the UK

Our previous self-care activity

Find out about the activity PAGB has delivered to promote self-care.

Resources and reports

State of the Nation Report 2024

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Prioritising Self-Care in the first 100 days of government (July 2024)

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Taking stock of the Government’s delivery plan for recovering primary care: One-year-on review

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Self-Care Manifesto: promoting self-care to support primary care recovery

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General election toolkit

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Implementation of the delivery plan for recovering access to primary care

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Unleashing the potential of digital tools to support self-care (September 2023)

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The economic impact of over-the-counter medicines in the UK (July 2023)

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Empowering people to self-care: a toolkit for Primary Care Networks (May 2023)

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PAGB’s Vision for Digital Self-Care (February 2023)

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Taking care, taking control: Self-Care Attitudes 2022 (November 2022)

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Self-care pathway infographic (May 2022)

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