The customer has for a long time been in control, this is a well-known trend. When it comes to healthcare around the world this has often not been the case for patients. However, this is changing. Patients are deciding how they want to receive their healthcare with many private options and online ‘digital health’ services such as direct prescriptions, video appointments ad testing services growing.

Governments across the world are under pressure to improve public sector performance and at the same time contain expenditure growth – pressure that has not relented since the economic crash of 2008.While factors such as ageing populations and increasing health care and pension costs add to budgetary pressures, citizens are demanding that governments be made more accountable for what they do with taxpayers’ money in the day-to-day delivery of services.