Money has always influenced healthcare, from pharmaceutical advertising to research agendas. However, the pace and scale of this influence have intensified. A new wave of players is reshaping our health choices, filling the gaps left by overstretched healthcare systems, and commodifying our well-being.

Traditionally, doctors held a monopoly on medical expertise, but this is rapidly changing. A parallel healthcare system is emerging, led by consumer health companies. These entities—including health tech startups, apps, diagnostic services, and influencers—are vying for authority and monetizing their influence.

Currently, there seems to be a solution for every discomfort. Fitness trackers monitor our activity, while meditation apps come with subscription fees. Our biology is increasingly quantifiable, yet these marketable indicators may not always lead to improved health outcomes. We’ll observe whether changes in biomarkers yield positive results. While genetic testing and personalized nutrition promise a “better you,” the supporting evidence often falls short.

In this landscape, our symptoms, treatments, and even the distinctions between genuine illness and everyday discomfort are commodified. This trend is evident in podcasts promoting treatments without disclosing conflicts of interest, influencers profiting from diagnoses, and clinicians presenting themselves as heroes while selling various solutions.

Much of this transformation occurs online, where health complaints and advertising lack proper regulation. Social media platforms like TikTok, YouTube, and Instagram are becoming key sources of health advice, blending entertainment with information.

The conglomerate of pharmaceutical, technology, diagnostic, and supplement brands is referred to as the Wellness Industrial Complex, fueling the rise of the “commodified self.”

This issue is not just about personal choice. Social platforms shape our discussions about disease, influencing clinical expectations and redefining what healthcare should provide. We’re essentially participating in a global public health experiment.

However, this phenomenon also reflects real-world deficits. Alternative health options thrive because people seek acknowledgment, control, and connection, especially when public health support feels insufficient. Critiquing misinformation alone won’t halt its spread and could exacerbate marginalization.

When timely testing is inaccessible, private diagnostics can offer clarity and control. Optimization culture flourishes when traditional medicine is perceived as overly cautious or reactive.

The critical question for health systems is not whether to adapt but how. They must remain evidence-based, safe, and equitable while also being attuned to real-world experiences. Failure to do so risks losing market share and moral authority—the ability to define the essence of care.

To navigate health today, one must understand the commercial mechanisms influencing it. The content we consume is curated by an industry with unprecedented access to our bodies, data, and resources, amplifying its potential to impact our self-perception.

Deborah Cohen is the author of Negative Effects: How the Internet Has Taken Over Our Health