Winning in self-care: Why strategy and PR matter more than ever

Prevention is better than cure. It’s an adage that was summed up in the government’s 10 Year Health Plan for England this summer, which set out its vision for the future of the NHS. Self care was mentioned three times in the Fit for the Future plan, which will “give more power to patients, and ensure that the best of the NHS is available to all”, according to Wes Streeting, secretary of state for health & social care.

It’s a powerful message to the NHS, which continues to struggle with overspend and under-resourcing. It’s also a powerful message to brands that play in the healthcare space. As the British public takes their health into their own hands, they’ll be looking for brands they can trust to support their self care regime.

Vitamin brands will be one of the most obvious beneficiaries. To ensure peak physical health, consumers will be looking to make sure they have all the right nutrients.

But we’re also talking about more reactive treatments. The NHS is increasingly calling for people to care for themselves – or visit their pharmacist – when they have minor ailments, rather than visiting their GP. That is likely to further boost the market for OTC remedies, already worth nearly £5.3bn [NIQ 52 w/e 14 June 2025].

In this climate, where access to the NHS is ever more limited, health-led brands will play an ever more important role. Consumers will be turning to them for much-needed information and advice.

It is vital for brands to respond in kind. If they can position themselves as trusted advisors, they can enjoy a mutually beneficial relationship with shoppers. On the flip side, if they exaggerate claims – or even omit facts that don’t work to their advantage – any boost will only be short-lived.

This is where a well-thought-out strategy and smart PR become invaluable. Brands that communicate with clarity, credibility, and consistency will build the trust needed to stand out in a crowded and often confusing market. Without that strategic foundation, even the best products risk being drowned out by noise or, worse, mistrust.

The British public is increasingly savvy about their health, and ever more critical of the wealth of information around health and wellbeing. Brands that truly help them navigate an increasingly complex and overwhelming landscape will be the ones to win in the long term.

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