Why health starts with self-care

Serra Bicak, SVP Self Care, explains how Reckitt is matching consumers' changing approaches to daily health and prevention, combining insight, science and technology to create trusted products that help people take greater ownership of their everyday wellbeing.

Why is self-care more important today than ever before?

Serra: We're seeing a significant shift in how people approach their health. With easier access to tools and solutions that are helping them better understand their wellbeing, consumers are now more informed and more engaged in taking greater ownership of their health decisions.

At the same time, healthcare systems around the world are under increasing pressure, making self-care an essential part of the broader healthcare ecosystem.

People aren't just focused on treating symptoms when they occur. They're increasingly interested in prevention, monitoring their health and making better-informed choices every day.

What's the biggest misconception about the OTC (Over the Counter) industry?

Serra: The truth is consumers don't wake up excited to buy an OTC product. They wake up with a problem they want solved – a headache before an important meeting, a sore throat before a family event, or a cough that won't go away. They are looking for relief, reassurance and confidence. Our role isn't simply to provide products, it's to help people regain control of their health.

How is the consumer journey changing?

Serra: The consumer journey is no longer linear. It's digital, emotional and increasingly fragmented.

Consumers move between online searches, healthcare professionals, ecommerce platforms, pharmacies and social media channels, often within the same health journey. That's why we can't just design products.

How is Reckitt responding to these changes?

Serra: Our approach is built around three priorities: Consumer Obsession, Superior Innovation and Executional Excellence.

That means understanding what consumers are experiencing, identifying unmet needs, and creating solutions that make healthcare easier to navigate. It's about being present in the moments that matter most.

What does consumer obsession look like in practice?

Serra: It starts with understanding real consumer needs.

Take heartburn and indigestion. Many people don't know whether what they're experiencing is serious, whether they have the right symptoms, or what solution is right for them. In these moments, reassurance is just as important as relief.

Through initiatives like Gaviscon's "7 Symptoms" campaign, we've helped consumers better understand their symptoms while simplifying complex medical language. Although the insight was universal, we’ve adapted the execution to different markets while maintaining consistency and trust.

Can you share an example of an innovation that is creating value for consumers?

Serra: Mucinex Kickstart is one of my favourite examples.

Consumers often feel their symptoms most strongly when they wake up. In fact, many told us that treating symptoms was one of the first things they did in the morning. That simple but powerful insight helped unlock a completely new usage occasion and led to an innovation that delivers faster relief and helps consumers get on with their day.

It's a great example of how understanding the consumer journey can both lead to meaningful innovation and drive category growth.

Beyond innovation, what role does self-care play in society?

Reckitt also has an important role to play in education. For example, by helping healthcare professionals (HCP) and consumers understand when antibiotics are appropriate, and when they aren't, we can support better health outcomes and responsible self-care behaviours.

What role will AI play in the future of self-care?

Serra: AI is already beginning to change how consumers discover and access health information. More people are increasingly turning to AI-powered tools alongside search engines, healthcare websites and professional advice to better understand symptoms, explore treatment options and navigate their health journeys.

However, healthcare decisions remain deeply personal.

This creates a significant opportunity to personalise and uncomplicate healthcare information and make it more accessible. AI can support discovery, improve understanding, and simplify complex information. It can guide consumers through choices when they're looking for answers, but ultimately people make choices based on their own symptoms, experiences, preferences and conversations with healthcare professionals. And here is where trust is so important.

The future isn't about AI replacing human decision-making. It's about using technology to empower people to make more informed decisions with greater confidence.

For companies like Reckitt, that means supporting education of HCPs, while ensuring we provide clear, science-based information and solutions that meet consumers’ needs. So that wherever they are in their journey, whether that's in a pharmacy, online, or seeking advice from a healthcare professional or and AI-enabled platforms, they are enabled to make informed decisions about their health and wellbeing.

Looking ahead, what will define the future of self-care?

Serra: I believe the winners will be those who can simplify complexity.

The future is about being present at the right moment with the right solution and the right support for consumers. Consumers don’t start with brands, they start with symptoms and we need to meet them in those moments with clarity and empathy because this is how trust, relevance and long-term growth are built.

If we get that right, we won’t just grow brands, we’ll build confidence in self-care, support healthcare systems and become trusted partners in delivering better health in more hands, every day.