Listening more, acting fast and creating solutions to redefine self-care

How will the COVID-19 global pandemic redefine people’s attitudes towards their everyday health? And will it? Like many others, this is just one of many questions I have been pondering over the past four months. Long before the current COVID-19 crisis, I felt that there was too big a gap between the everyday health advice which people seek, and the reality of what they actually receive or find for themselves. You only have to look at the increasing online health related searches made daily by people of all ages and lifestyles to realise that there is either a lack of relevant, easily accessible everyday health advice, or, that the available sources of information are not seen as credible enough to trust. 

Is the COVID-19 pandemic changing our attitudes to everyday health?

This absence of consistent and easily accessible advice has, of course, been highlighted during the current pandemic. It has become harder for people to access more traditional channels such as hospitals, doctors’ surgeries and pharmacies. At the same time, as the research we published this week shows, there are some common themes in how people feel about taking proactive responsibility for managing their everyday health: 

1. Proactivity and responsibility: the majority of people in all countries surveyed consider it important to take their health into their own hands to avoid burdening the health system and relieve pressure on healthcare providers 

2. COVID-19 and compassion: people have clearly been keen to make positive lifestyle changes and provide greater support to loved ones and their communities  

3. Greater future focus on health: many recognise that they took their health for granted prior to the COVID-19 outbreak and plan to invest time in self-education and in improving their health knowledge 

I think it would be wrong to view this need for heightened everyday healthcare support as simply a COVID-19 related response. Rather, the results of our survey act as a reminder that there is a long way to go in providing trusted, reliable and consistent healthcare advice, services and products to consumers whenever and wherever they need them.  

What will the COVID-19 legacy be for self-care? 

We need a new approach to healthcare. We need to empower people to take better control of their everyday health and wellness to proactively manage it effectively, every day. How can we create a new selfcare ecosystem that enables this and benefits everyone?  

1. Partnership and data-driven solutions: I believe that companies like ours need to work in partnership not only with healthcare professionals, healthcare providers and retailers, but also with many others to create a truly seamless ecosystem and to achieve the kind of data-driven end-to-end digital information and consumer experience that people now seek and expect. It is about becoming a partner in their healthcare journey.  

2. Access becomes seamless: a partnership ecosystem would enable a seamless transition between online and offline engagement and offer people comprehensive support from the moment they first seek information, to the moment they experience the solution and ultimately find the support which is right for them. When we visit the dentist, for example, we should be able to opt into mobile information about our condition, and about relevant products and services. When we visit a pharmacy or supermarket, we should be able to access information about over-the-counter pain relief products that may be suitable for us. What will matter to us, as consumers, in the future will be less the channel by which healthcare products and services are delivered, but rather the true value of the information, support, products and services received.  

Trusted and scientifically grounded brands have never been more valued 

Closing these gaps seems to me to be particularly relevant at a time of uncertainty when people will need to be able to make informed choices about managing their own health. At a time of increased concerns over misinformation generally, trusted brands which people have a long-standing relationship with are the ones most likely to be relied upon, as our survey findings show. When choosing over-the-counter products, the majority of Europeans (81 % in total) says they prefer trusted, strong heritage brands. The science behind these brands is just as important according to 82% of respondents.    

Seizing the opportunity today 

Developing a more holistic approach to everyday healthcare also creates some interesting opportunities for our partners. For example, pharmacies would be able to deliver incremental value to their customers through such an improved seamless ecosystem, especially in those countries where pharmacies act as the primary point of care. Within this ecosystem, there could be other partners which go beyond the healthcare industry that could all play a role in how we support people in better managing their everyday health.  

As our survey shows, COVID-19 has been a wake-up call for some and a reminder to others, of the importance of facilitating a far more comprehensive approach to managing everyday healthcare, and empowering people to proactively manage their health effectively. 

It is our responsibility as an industry to listen to people, identify the fresh insights, act fast and redefine the role responsible self-care plays for individuals, and for society as a whole. It has never been more important than it is today.