PAGB launched a report highlighting the vital role of self-care in supporting the UK Government’s ambitions to shift the National Health Service (NHS) from analogue to digital. Their report demonstrates how digital self-care gives people the knowledge, tools, and confidence to manage their health effectively, supported by accessible, evidence-based digital services. Drawing on findings from the 2025 PAGB Self-Care Census, the report outlines how digital self-care can be embedded within the delivery of the UK’s 10 Year Health Plan and its commitments to empowering patients to better manage their own health.

It highlights strong public demand for trusted self-care tools and sets out three practical recommendations that can be delivered at pace to drive early progress:

1. Supporting the self-care offer within the NHS App
2. Improving digital triage via the NHS App and website to support effective self-care
3. Equipping community pharmacists with digital tools and access

The report shows that when implemented properly, 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.

Objectives

• Demonstrate the vital role of self-care in progressing national ambitions for digital transformation within the NHS and wider health and care services.
• Call on national policymakers to prioritise the delivery and optimisation of digital self-care tools within the NHS App and other digital systems.
• Ensure trusted over-the-counter (OTC) medicine brand resources, such as websites, are integrated into NHS digital platforms to direct individuals to trusted and quality assured self-care support, as per the UK Government’s commitment in the 10 Year Health Plan.
• Improve digital triage systems to ensure they reflect the full potential of self-care and pharmacy services, allowing people with self-treatable conditions to access trusted self-care advice, which in turn would reduce unnecessary visits to the doctor and accident and emergency .
• Ensure pharmacists are equipped with digital tools and access to strengthen their role in self-care delivery.
• Support public awareness campaigns to encourage use of NHS digital self-care tools.

Target Audience

• UK Government and NHS policymakers
• NHS England digital implementation teams
• Integrated Care Boards
• Pharmacy organisations

Key Activities and Approach

• Conducted PAGB Self-Care Census to assess digital self-care behaviours.
• Outlined three practical recommendations: NHS App integration, improved digital triage, and pharmacist enablement.
• Highlighted evidence of public trust in NHS platforms and OTC brand websites (73% trust OTC brand sites and 82% trust the NHS App).

Impact and Result

• The report came out at the same time as a UK Government announcement to develop ‘NHS Online’, an innovative new model of care that will not have a physical site and will give patient more control over their care.
• Having the report coincide with a significant announcement around digital transformation demonstrates the timeliness of PAGB’s intervention and has provided opportunities to reach out to MPs and stakeholders to discuss PAGB’s recommendations.
• The report shows public appetite for digital self-care, with 74% claiming they would use a dedicated self-care hub in the NHS App, as well as how integration of OTC brand resources into NHS platforms can improve health literacy and reduce inequalities.

Insights and Takeaways for Others

• Digital self-care can align with national plans to reform health systems through digital transformation.
• Embedding self-care in digital pathways requires collaboration between the Government, health system, pharmacy, and industry.
• In the UK, public trust in NHS and OTC brand websites provided a strong foundation for digital integration.
• Early implementation will deliver quick wins for patient empowerment and system resilience.

Additional Resources and Contact

• Linkedin: https://www.linkedin.com/company/pagb/ 
• Campaign contact: selfcare@pagb.co.uk