About Self Care

The Evolving Self Care Consumer: The Demand for More Choices and More Control

Consumers have greater information and knowledge, more health management choices, greater self responsibility, and more desire to control their own health.

Self Care is personal: people make health decisions for themselves and their families searching for many different ways, forms, and sources to fulfill their hopes to live life to the fullest.

	Consumers Are Changing... Declining trust of healthcare professionals Empowered patients with increasing levels of information and knowledge of health and self care approaches Ever increasing size of aging population has higher care needs Consumers are proactively seeking many ways to manage their health

	Health Care Systems Are Changing... Old healthcare systems are not well-equipped to deal with new norms

	Markets Are Changing... Proliferation of products to choose from New products, new segments, new behaviours

Self Care is Dynamic and Proactive: the Consumer within the Patient

Self Care is transforming the consumer from the passive, treatment-oriented patient of the past, to the proactive consumer of the future. They are taking control, looking at options, and finding different tools to succeed for their specific health condition or stage of life. Self Care is about making a personal choice: to lose weight, to stop smoking, to adapt a new type of food, to self medicate, or to comply with the doctor's orders to take a prescription medication.

Self Care requires Behaviour Change

Making healthy lifestyle choices: physical activity, healthy eating, supplements
Asking questions of health care professionals from many disciplines
Increasing efficacy of medicines and health care interventions
Self diagnosing and risk assessment
Self treating involving responsible use of medication (OTC and prescription)
Self managing; handling symptoms of disease either alone or in partnership with health and social care professionals or other people with same health condition.

Self Care Catalysts Focus on Understanding Consumer Self Care Behaviour: Influence Change

We use and integrate the principles of various health beliefs as applied to specific health conditions
Our products are developed and validated in collaboration with experts in the field of health and self-care
- We work with Health Behaviour Scientists, Health Researchers, Health Behaviour Change Experts, Consumer and Patient Insight Experts and Business Strategists
Health decisions are very complex - consumers know what to do, but they don't do it
By going deeper than demographics, ethnography, U&A, we can effectively market to Self Care consumers