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The Proprietary Association of Great Britain (PAGB) used the Labour Party conference in Liverpool at the weekend to launch its report calling on the government to ensure digital self-care is “prioritised” in the 10-year NHS plan.

The report outlined areas where digital self-care should be at the heart of the Government’s desire to bring the health service “into the 21st century” through its revamped NHS app.

The PAGB said it wants “the self-care offer” to be supported “within the app”, which in turn should improve digital triage “to support effective self-care”. It also said pharmacists must be equipped “with digital tools”.

The report highlighted the results of a survey of over 4,000 adults in the UK who shared their experiences of self-care to understand behavioural patterns and trends in common minor health conditions.

Seventy-four per cent of respondents said they would “be likely to use a dedicated self-care hub within the NHS App or website offering clear symptom guidance, treatment options and advice on when to seek further care”.

The PAGB said 72 per cent supported “better online help for minor health conditions” while over half said “they would feel comfortable using AI to support symptom checking if deployed safely within clear boundaries and backed by regulation”.

Almost half said they would put more trust in an “online source” if it was recommended by the NHS, “underlining the case for linking directly to regulated OTC brand websites and resources”.

Seventy-three per cent said they would trust health information from an OTC brand’s website. The PAGB said that underlined “the value of integrating these resources into NHS digital platforms”.

The Government has described the NHS app as the “complete digital front door to the NHS where patients book appointments, manage medicines and view data”.

The PAGB said: “By embedding self-care functionality into the NHS app and supporting national rollout of proven local models, Government and system leaders can help ensure every person in England has the tools and confidence to manage their health effectively, delivering on the promise of NHS reform.”