This feature article in IPT details ADL’s research into the consumer health market, and explains how consumers have adopted mobile technology as an extension of themselves, and expect companies they do business with to engage this. Both consumers and patients are better informed, have wider choice, and demand increased personalization. Opportunities exist for both existing players and new entrants, as well as those in adjacent industries. Existing players will need to develop new perspectives, and new entrants will need to acquire healthcare knowledge and credibility. Industries that border consumer health will be able to join in as well, such as food and beauty companies developing offerings that appeal to the health-conscious consumer.