This online feature article is adapted from Arthur D. Little’s recent Viewpoint on ‘Embracing the Consumer Health Opportunity. Over the course of the last decade the consumer health industry has risen as an important force that is reshaping the future of healthcare. It is enabling an individual-centric model whereby consumers play a more central and informed role alongside providers in healthcare prevention, maintenance and ultimately, treatment. There is enormous market potential in the cross-dimensional opportunity space. All players need to improve weak capabilities and leverage strengths. In the center, of course, is the consumer.