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Over the last few years, we've seen the aftermath of Covid-19, with the demand for consumer health products being unprecedented and unpredictable, placing pressure on supply chains and labour market. In turn, the industry has experienced acute shortages across the healthcare sector, placing huge pressure on pharmacists, doctors, nurses, and other healthcare professionals. Europe has an estimated shortage of around 50,000 public-sector doctors[1], which is set to increase in the coming years. While this shortage stems from several complex problems, there is a hidden force that could play a key part in helping to alleviate this burden. That force is the potential of self-care. Encouragingly, last month the UK government recognised the unique role that self-care can play through the introduction of its Delivery plan for recovering access to primary care. Through this, it has pledged to empower patients to manage their own health through several commitments, including improving accessibility to online tools and reclassifying medicines to make formerly prescribed options available over the counter.