We’re excited to share an important update, Medicine Direct online pharmacy has now transitioned into Feel Gut.
Before Feel Gut, there was Medicine Direct. Founded in 2017 by our co-founder Jon Higham, Medicine Direct was one of the UK’s first online pharmacies, created to make healthcare more accessible and convenient. Over the years, it helped tens of thousands of patients across the UK gain fast access to prescription medicines and medical advice.
But as we grew, one pattern became clear, many of the conditions Medicine Direct treated such as, IBS, acid reflux, eczema, rosacea, and weight management, are increasingly understood to be influenced by the gut microbiome. At the same time, scientific research into the microbiome has accelerated, showing how these trillions of microbes affect digestion, immunity, inflammation, mental wellbeing, and even long-term disease risk.
This insight led to an important realisation, instead of only helping people manage symptoms through prescriptions, we could go further by helping them understand and address the root causes of their health through their gut microbiome.
Over the years, we supported tens of thousands of people across the UK, helping them manage a wide range of conditions.
But healthcare is changing, and so are we.
Why the transition?
The launch of Feel Gut marks our transition from a reactive healthcare provider, treating illness after it appears, to preventative and longevity-focused health, built on personalisation and science.
With Feel Gut, we offer:
- Comprehensive gut microbiome testing using advanced DNA sequencing.
- Personalised reports and recommendations tailored to each individual’s microbiome profile.
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Detailed and science backed insights into an individuals disease risks.
- Educational guides connecting gut health to common conditions such as IBS, eczema, rosacea, asthma, and acid reflux.
- A mission rooted in prevention, personalisation, and long-term wellbeing.
A message from our co-founder - Jon Higham
“When I founded Medicine Direct in 2017, my mission was simple, to make healthcare more accessible. Over time, I realised that many of our patients would purchase the same medication to treat a particular condition every month. Prescriptions helped manage symptoms, but they rarely got to the root cause.
After supporting thousands of patients, it became clear that a large proportion of the conditions we treated, from digestive problems to skin and inflammatory conditions, share strong links with the gut microbiome. This insight highlighted the need for a more preventative and personalised approach.
Having also worked for the UK's largest blood testing company, Medichecks; it really changed my perspective on UK healthcare as a whole and I understood the need to transition from a reactive to a preventative model that focuses on longevity and quality of life.
That’s why I started Feel Gut in 2023, to move healthcare forward, focusing on prevention, personalisation, and longevity through gut health. ”
What does this mean for Medicine Direct patients?
Many former Medicine Direct patients have already been transitioned to trusted pharmacy partners, ensuring continuity of care. While existing Medicine Direct customer accounts will remain accessible until 1 January 2026, please note that Medicine Direct is no longer an online pharmacy and does not provide prescription services.
For those looking ahead, the Feel Gut platform is open to everyone, whether you were a Medicine Direct patient or are discovering us for the first time. Our focus is on empowering individuals to take control of their health through microbiome testing, personalised insights, and preventative care.
Looking ahead
Medicine Direct is now part of our history, the foundation that shaped our approach to accessible, patient-centred care. Feel Gut builds on that foundation and looks to the future, with a focus on gut health, prevention, and helping people live healthier, longer lives.
