Australians are taking a more active role in managing their health.

From wearable devices and health apps to online resources and digital tools, consumers have access to more health information than ever before. As a result, patients are increasingly researching conditions, exploring treatment options and seeking preventative health advice before engaging with healthcare providers.

Research commissioned by Consumer Healthcare Products Australia found that 97% of Australians feel responsible for managing their own health, while 66% search online for health information before consulting a healthcare professional.¹

In addition, research published in the Medical Journal of Australia in 2025 found that Australians are also turning to generative AI tools such as ChatGPT to obtain health information, highlighting the emergence of new information sources alongside traditional healthcare channels.²

A more engaged healthcare consumer

The shift towards a more informed and engaged consumer aligns with broader healthcare priorities.

Australia’s National Preventive Health Strategy 2021-2030 places a strong emphasis on prevention, health literacy and empowering individuals to take greater ownership of their health outcomes.³

At the same time, digital health technologies continue to reshape how consumers access information and manage their care. In its 2024 Australia’s Health report, the Australian Institute of Health and Welfare noted that digital health technologies are increasingly being used to support healthcare delivery, provide access to health information and help Australians manage their health.⁴

Navigating a complex system

However, more information does not necessarily mean greater confidence.

Findings released through Consumers Health Forum Australia’s Health Panel in 2026 highlighted ongoing challenges with health literacy, including difficulties finding reliable health information, understanding it and navigating the healthcare system.⁵

This presents a growing challenge for consumers. Health information is increasingly available, but understanding what is accurate, relevant and appropriate remains difficult.

The continuing role of pharmacy

The rise of the informed patient does not mean healthcare professionals are becoming less important. In fact, trusted guidance may be more valuable than ever.

Community pharmacists remain one of Australia’s most accessible healthcare professionals and are often the first point of contact for consumers seeking advice on medicines, preventative health and self-care.

As Australians continue to take greater ownership of their health, access to information is becoming easier. Helping consumers interpret and act on that information may be the more important challenge, and one where trusted healthcare professionals, including pharmacists, will continue to play a vital role.