This feature article is adapted from Arthur D. Little’s recent Viewpoint on ‘Embracing the Consumer Health Opportunity. Today’s technological landscape is completely different from the recent past. New generations of consumers use mobile technology as a natural extension of themselves. New technology is leading to changes in consumption patterns – in the retail world the role of the traditional store is changing as online and mobile shopping become more prevalent and different consumption modes overlap. Today’s consumers want the ability to buy when and where they want. Players in all areas of the healthcare industry can get ahead by adapting to the digital consumer.