Time out with... Michelle Riddalls

In Opinion

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Q: Receiving your OBE for services to healthcare from the King last year must have been an incredible moment. Could you tell us what this meant for you?

A: Receiving my OBE was an incredibly special and proud moment for me. It’s not something that I ever expected, so it really was a huge honour. The investiture itself was an unforgettable experience, as was meeting the King. We had a little chat where I explained I was involved in ensuring consumer healthcare medicines were available for the public during Brexit but also via reclassification.

Q: For readers who are unfamiliar with the PAGB, please could you tell us about the work the Association does?

A: The Proprietary Association of Great Britian (PAGB) is the Consumer Healthcare Association. We represent the manufacturers of branded over-the-counter (OTC) medicines, self-care medical devices and food supplements in the UK.

With nearly 100 companies in membership and 1,100 products, we support the industry that helps people to take control of their health and wellbeing every day. As the expert voice of the consumer healthcare industry, we span several key areas. 

We engage with Government and regulators to shape the policy landscape, we promote responsible self-care to the public and we provide comprehensive support to our members in navigating the challenges of a complex regulatory environment.

Our members must adhere to self-regulatory PAGB codes on advertising and interactions with healthcare professionals.At a time when pressure on NHS services has never been greater, the role of the consumer healthcare industry in supporting self-care has never been more important.

Q: PAGB is a driving force behind medicines reclassification, such as POM to P and P to GSL switches. Which have been your standout switches and why?

A: Reclassification has been an area of huge interest to me throughout my career, and an element of my work that I am particularly proud of and passionate about. It continues to be a key focus and a strategic priority for PAGB and our data tells us that almost three in four adults want more medicines available without a prescription.

I have been involved in many key switches, but I would say that two examples stand out at very different ends of the spectrum, but both of which are now widely recognised and trusted household names. I worked on the reclassification of the 100ml Calpol bottle in 2004 and later helped deliver the switch of Viagra in 2017.

I think the successes of both of these reclassifications came from the work that was done to generate a good consumer understanding, strong pharmacist support and a really clear public health benefit.

Q: The recently published PAGB 2025 Highlights Report shows that several OTC healthcare categories, including gastrointestinal medicines, skin treatments, hayfever remedies, and vitamins and minerals, are enjoying good sales growth. Why do you think this is?

A: It’s very encouraging to see the upward trend across these products and in the sector. People are recognising the value of self-care for managing everyday health concerns. People are also increasingly aware of the pressure on GP services and the NHS, so I think many are turning to community pharmacies and OTC medicines as a convenient first step for advice and treatment.

Our members in these categories have built strong and trusted brands over many years, and we know that this is a key element in consumer trust and confidence when buying OTC medicines.

Q: PAGB produces an annual Self-Care Census report based on the views of 4,000 UK adults. What are the key takeaways from the latest census?

A: Our report really shows why self-care matters and highlights the difference it can make in tackling the burden on the NHS, reducing health inequalities and empowering people to manage their own health. 

It gave us good insights and showed some encouraging trends surrounding strong public support for self-care, with 84 per cent of adults saying they would choose it as their first option for healthcare. It was also clear to see that OTC medicines remain central to how people manage their health. 

In the past year, 91 per cent of adults have used an OTC product, and in three quarters of GP appointments for self treatable conditions, patients are advised to self-care with an OTC medicine.

Q: What can pharmacy teams do to support their customers in making appropriate self-care choices?

A: I really think that 2026 is a landmark year for both pharmacists and the whole sector, with the introduction of independent prescribers to the workforce, as well as the expansion of Pharmacy First.

Alongside these developments, there is a huge opportunity to build on pharmacy’s long-standing role in supporting self-care through OTC medicines and advice.

It really feels like there is a change in how the public see pharmacists. This shift creates a huge opportunity for pharmacy teams to further support people in making appropriate self-care choices.

So, I would say to continue what they’re doing: having key conversations with patients, offering clear advice and supporting people to feel more confident in managing their own health.