Community Services are Key to Driving Prevention and Health Care Reform in the UK 

The importance of prevention in fostering a healthy society is not a novel concept; it has been a fundamental aspect of efforts to reduce the strain on the National Health Service (NHS) and social care system for years. However, for this Labour Government to truly succeed and “build an NHS fit for the future,” as it had pledged in its 2024 General Election manifesto, it must demonstrate bold action in reforming the NHS—with prevention at the heart. 

The Government’s upcoming 10-Year Health Plan aims to revolutionize the UK health sector with three key priorities: shifting from sickness to prevention, transitioning from hospital to community care and advancing from analogue to digital solutions. COVID-19 significantly strained the NHS, exacerbating existing challenges such as job vacancies, rising treatment costs and backlogs. Prevention seems to be the answer Labour is looking for.  the answer Labour is looking for.  

Neighbourhood Health

Community health services, such as general practitioner (GP) surgeries and pharmacies are integral to achieving its preventative health strategy. The appointment of Sir John Oldham as strategic adviser to the health secretary bolsters the assertion that the government is intent on advancing the primary care sector. 

This shift towards localized care has given rise to the concept of ‘neighbourhood health’ which aims to provide more care at home, improve access and outcomes, and ensure sustainable health and social care delivery. This initiative has expanded community health services, most noticeably pharmacies. “Pharmacy First,” provided nearly five million consultations in its first year, offering prescriptions for seven common conditions without a GP appointment. Additionally, from summer 2026, all pharmacists will be independent prescribers upon registration, enhancing the pharmacy workforce’s diagnostic capabilities. This will make accessing these services more convenient, reducing the need to wait for a GP appointment.  

At-Home Diagnostics

COVID-19 resulted in a surge in the use of at-home diagnostic testing. As more consumers become comfortable with these tests, the global market is projected to grow from USD 6.56 billion in 2024 to USD 11 billion by 2034. 

 A multitude of tests are available online, from pharmacies and health and beauty retailers to monitor a range of conditions. These include blood hormone levels, urinary tract infections, bowel health, sexually transmitted infections, blood pressure, diabetes and more. As a result, patients are empowered to monitor various health aspects, including chronic conditions and viral infections, which may be less accessible through the NHS. 

Consumer Health

An Institute for Public Policy Research report reveals that 15 million people in England live with one or more long-term health conditions, with patients and their carers managing their care 99.95% of the time. This has boosted the consumer health market, with over-the-counter (OTC) medications, supplements and medical tech like smartwatches and glucose monitors helping people manage minor ailments.  

There has also been a notable shift in recent years, prescription-only medications, such as some forms of Hormone Replacement Therapy (HRT), are now available OTC, allowing menopausal women to self-manage their symptoms. 

How to Embrace the Opportunities

For companies supporting these developments, effective positioning is crucial to demonstrate unique selling points and increasing market share in a highly competitive space.  

It is vital that companies develop a comprehensive integrated communications strategy including public affairs, media relations and public awareness/education campaigns that are tailored to stakeholders. 

Here are our top tips for those wishing to raise their profile to support brand credibility and customer loyalty and engage with key stakeholders: 

1. Develop a robust public affairs strategy.
As the 10-Year Health Plan approaches, investing in a strong public affairs strategy is essential. This strategy will not only prepare your business for upcoming changes but also enable you to influence those changes, enhance credibility and ensure involvement in decision-making. Remember, this is just the NHS plan—implementation is still to come, offering opportunities to influence how it unfolds. 

2. Utilise the media to raise brand recognition.
Consumer health and diagnostics are rapidly growing, competitive markets. To achieve cut-through, use the PESO model of communications—a blend of paid, earned, shared and owned media—to align messaging and increase brand recognition in the UK. 

3. Engage with the public through awareness and educational campaigns.
Engage with patients through targeted focus groups and awareness campaigns to inform them of the changing health landscape. This empowers them to play a more active role in their care, while also helping businesses understand and predict demand. By tailoring offerings to meet these needs, businesses can achieve better differentiation in a crowded market. 

There are significant opportunities for companies in navigating the changing UK health care landscape—both in engaging with the NHS and directly with the public—if they get things right. Having the right advice and guidance is key. 

APCO Intern Nonyelum Okonkwo contributed to this piece.