Digital health has been limited to the B2B sector in the main. Medical devices have, until now, been sold directly to hospitals, medical practices and staff, allowing patients to use them there as a service. But this is beginning to change as the market for devices in the well-being sector mushroom, against the backdrop to measure our lives, whether that is food, sports or vital signs. Now boundaries are merging: more and more formerly professional medical applications are becoming features in wearables or affordable consumer products, allowing for better diagnosis, monitoring and care. Where is the digital health market heading? Will consumers be able to cope with so much responsibility for their health and what opportunities and risks does the industry need to keep in mind?