While healthcare consumers continue to be involved as active participants in managing their own health, the focus is now moving to include consumers in value creation in health care planning and delivery. As the health system moves toward a devolved model of care, the need to focus on consumer’s needs is increasingly important at both a policy and practice level. The growing body of literature on health value co-creation and its benefits in the health sector shows that value can be co-created for the individual consumer, clinical practices, health care organisations, and governments.