New tools and resources available to consumers are reshaping attitudes on self-care, treatment paradigms, and the consumer’s path to purchase in managing their health care needs. Even the FDA is encouraging greater self-care by making more medicines available over the counter, and this trend has been and will continue to be a significant driver of industry growth. MPG is working with clients across the health and wellness landscape to respond to and anticipate these megatrends. With a watchful eye on the consumer and the rapidly evolving retail landscape, MPG is engaging with consumer health clients to transform their business models to better align to current and future needs, optimize and expand their health care portfolios, and lead the retail conversation to achieve market-leading growth.