In my previous post, I discussed the Network Contract DES 25/26 and its emphasis on Cardiovascular Disease (CVD) and prevention. Now, with the long awaited and welcome release of the NHS 10-Year Plan, we have more insight into the larger vision and strategy to truly transform the healthcare landscape in the UK. The central message of the 10-year plan is clear: “Reform or die.”
As the plan states, we can either continue on our current, unsustainable path by tweaking an already overstretched system, or we can embrace transformational change to ensure the NHS’s long-term sustainability. And at the heart of this change is a fundamental shift from a sickness model to a prevention model.
A New Healthcare Paradigm: From Sickness to Prevention
The NHS 10-Year Plan makes one major call to action: we must move from a nation plagued by long-term conditions (LTCs) to a society where people are empowered to take control of their health and wellbeing. In other words, we must stop reacting to illness and start preventing it.
As the plan highlights, to make this vision a reality, we need more than minor system tweaks. The model that worked in the post-World War II era, which focused on the doctor-patient relationship and treatment of acute conditions, must be fundamentally re-imagined for a modern, person-centred society. This includes embracing science and technology, harnessing data, and shifting to community-based care rather than hospital-centric treatment.
At Pure Unity Health, we believe this shift is not just necessary but is an incredible opportunity.
The Root of the Problem: Why Long-Term Conditions Are So Prevalent
The rise of long-term conditions like cardiovascular disease, diabetes, chronic pain, obesity, and mental health disorders is a complex and multifaceted problem. It’s not just about individual choices; social, economic, and environmental factors all play a role.
Many of the risk factors for these conditions are linked to lifestyle such as nutrition, sleep, stress, and physical activity. But the issues go deeper. Social determinants of health, such as income inequality, lack of access to healthy food, education, and even adverse childhood experiences, increase the likelihood of developing LTCs.
In recent years, the influence of the big food industry has compounded the problem with their billion-pound advertising campaigns promoting unhealthy eating. People from disadvantaged backgrounds are often most vulnerable to these influences, facing higher levels of health inequalities that make it harder for them to make healthy choices.
Additionally, emerging science on the gut microbiome suggests that factors like over-prescription of antibiotics and poor diet are contributing even more than we initially thought to chronic pain, inflammatory conditions, mental health problems, diabetes, and cardiovascular diseases. We now have the knowledge to make a significant impact, but we need to act on it.
A Personalised Approach to Prevention
Simply changing public health policies or telling people to “eat better” is not enough. If we are serious about preventing long-term conditions, we need personalised care that considers the unique needs and challenges of each community.
The neighbourhood-based approach outlined in the 10-year plan provides us with an incredible opportunity to tailor solutions to specific local needs. The priorities and resources available will vary from place to place, and the strategies must reflect this diversity. But the core values of empowerment, personalised care, and data-driven outcomes must remain constant across all communities.
At Pure Unity Health, we have been at the forefront of this approach, working in partnership with local Primary Care Networks (PCNs) and Integrated Care Boards (ICBs) over the past two years. Our focus has been on long-term conditions and prevention, building programmes that genuinely empower individuals to take charge of their health.
The Power of Health Coaching and Empowerment
Our approach centres on the power of Health and Wellbeing Coaching, which has proven to be transformative for those living with long-term conditions. Trained health coaches work one-on-one with individuals to explore their specific barriers, motivations, and goals, helping them take control of their health in a sustainable, empowering way.
Health Coaching combines behaviour change techniques with modern science and evidence-based lifestyle interventions. This integrated approach not only helps people manage their conditions more effectively but also allows many to turn their lives around entirely.
One of the key components of our approach is peer support groups. These groups, created in collaboration with local teams, provide a space for people to share their experiences and offer support to one another. By fostering a sense of community and belonging, we help reduce feelings of isolation, empowering individuals to make lasting changes to their health. This ripple effect of positivity and inspiration is vital in building stronger, healthier communities.
The Ripple Effect: From Prevention to Community Empowerment
The potential for change is enormous. By training individuals with lived experience to become Lived Experience Health Coaches or community champions, we can create a sustainable model for health in which people not only manage their own conditions but also support others in their community.
As millions of people live with long-term conditions, the impact could be profound. This approach is proven to:
- Reduce the strain on primary care
- Shorten waiting times for secondary care
- Boost morale among NHS staff, who will see the positive impact of prevention first-hand
- Ultimately, drive the shift from sickness to prevention that the 10-year plan so urgently calls for
At Pure Unity Health, we believe that the potential to change the health trajectory of the nation is within our grasp. But it will require a shift in how we approach healthcare that focuses on the person, not just the disease.
Conclusion: The Road Ahead
The NHS 10-Year Plan is a bold blueprint for transforming healthcare in the UK. It sets ambitious targets for the future, with prevention at the heart of that transformation. But to achieve these goals, we must adopt a new mindset and move away from the traditional, siloed approach to healthcare and towards a more holistic, person-centred model.
At Pure Unity Health, we are committed to driving this change by supporting communities, empowering individuals, and helping them take control of their health and well-being.
Get support to build effective services in your neighbourhood:
Are you a Primary Care Network, Integrated Care Board, or healthcare provider looking to integrate prevention-first programmes into your community? Contact us today to explore how we can work together to make a real difference.
Adam Davies, Health & Wellbeing Services Lead
After a series of knee injuries brought a premature end to a promising football career, Adam redirected his passion for movement and recovery into physiotherapy. He graduated from Salford University and gained extensive NHS experience at the Royal London Hospital and Barts Health NHS Trust, before specialising in musculoskeletal (MSK) physiotherapy.
With a particular interest in chronic pain and the biopsychosocial approach, Adam built his expertise across NHS services, private practice, and sports settings. In 2017, he became part of one of the first pilot programmes for First Contact Physiotherapy (FCP), completing the inaugural FCP in Primary Care module at the University of Central Lancashire. He went on to spend three years as an FCP at Rotherham NHS Foundation Trust.
Adam later moved into a regional leadership role with Pure Unity Health, where he led FCP and MSK services across Yorkshire and the North East for four years. He now leads the organisation’s Health and Wellbeing Services, focusing on proactive, preventative care for people living with chronic pain and long-term conditions.
Adam is passionate about driving innovative models of care that support NHS priorities—especially prevention, personalised care, and reducing health inequalities in line with the 10-year plan.
