Science-led self-care

We are becoming increasingly aware of the importance of taking an active part in the daily care of our health, our wellbeing and our quality of life. There are many reasons for it: from a growing concern for maintaining healthy habits (such as a healthy diet, exercise, and not drinking or smoking), to the increased use of technology and the appearance of new innovative over-the-counter products.

Self-care not only allows us to improve our quality of life, it also helps us prevent serious illnesses, and benefits our healthcare systems because, by allowing pharmacies to treat mild ailments, resources can be allocated towards new innovative treatments for more serious illnesses.

In the end, self-care is about empowering the consumer to look after their health and wellbeing, and making healthcare more understandable and accessible to all.

But, what is self-care? According to the World Health Organization (WHO) it is “the ability

of individuals, families and communities to promote health, prevent disease, maintain health, and cope with illness and disability with or without the support of a health worker”.

Science to build consumer confidence

As a science-led company with over 170 brands dedicated to self-care, at Bayer we believe that as self-care companies we are responsible for offering trust-worthy solutions based on scientific evidence that can answer our consumer’s needs.

We call this approach “science-led self-care” and it describes the rigorous standards that we follow whenever we are developing a new product or service.

To do this, we operate under a set of five guiding principles for what a science-led self-care product should be and how our team should approach the process of innovating. Through these principles, which can be found in a more extensive document, we hope that people will make informed choices and have confidence in the products they are using to take care of their health and wellbeing. The goal is also to start a conversation within the industry and its main stakeholders about the need to promote science-led self-care to benefit consumers.

1. Science of the human

We are all different —that much is obvious— so self-care must not take a one-size fits all approach. The development of self-care products must be based on a deep understanding of human biology and trustworthy medical knowledge, both to offer real health benefits as well as to guarantee the safety of our products. Human science involves understanding unmet medical needs that the consumers themselves can recognize and give an answer to. Clear and comprehensible communication about each self-care product is vital to help consumers make informed decisions about their health.

2. Science of regulation

Independent regulation that ensures the safety and efficacy of products through transparent communication, accurate labeling and supported claims is critical to maintaining trust and credibility among consumers. Knowing who to trust or which information to believe can be difficult, but these regulatory approvals provide needed reassurance to consumers. The harmonization of regulatory revisions across countries, along with regulatory requisites commensurate with risk, are both important to enable a broader and more consistent access to science-led self-care.

3. Science of collaboration

Prioritizing association and collaboration over individual achievement leads to better products. The best innovations come from great minds that work towards a common goal: diversity fosters creativity and helps reduce risk. Having a solid network of external partners in very diverse areas allows us to keep finding new fields in which to empower consumers to take the reins of their health.

4. Science of discovery 

Rigorous research and development, based on scientific principles, and understanding the unmet needs of consumers are essential factors to the advancement of self-care products and services. The rise of technology and digital wearables have allowed consumers to share more information about their daily health, thus paving the way for innovative solutions. Controlled clinical studies offer a solid way to assess whether a product truly offers a certain benefit, and this should be a common feature in the development of credible self-care products. Discovering new insights –including from unconventional places— helps us to keep advancing science-led self-care.

5. Science of consumer-product experience

What good is a product that people can’t or don’t like using? The consumer’s experience with the product is essential to gain their trust, and whether or not they maintain self-care habits over time depends on it. Understanding how people can access self-care products and how they use them can lead to better experiences, ultimately enabling them to take more control over their own health.

6. Science for a better life

The main goal of science-led self-care is improving people’s lives by making health and wellness accessible to all, while also helping to relieve care pressure on healthcare systems.

This approach is a key enabler in improving the lives of millions of people around the world through daily self-care, and it is central to meeting our vision of “Health for all, hunger for none”.

Adhering to these principles means having science as a reference to achieve a better life where people take control over their health and are capable of making informed decisions about their health based on scientific evidence.