In every area, modern technologies create new markets which often offer counterparts of analogue products. These markets differ not only in terms of what they deliver but also in terms of distinctive consumer expectations. These expectations include high-quality, personalisation and a fair degree of customisation. This is particularly evident in healthcare products; for this reason, meeting the expectations of the market and consumers is a great challenge for the creators of Health 4.0 products. A way to increase the effectiveness of the process of creating Health 4.0 products, better adapt them to the needs of patients and health professionals, and thus to ensure their longevity on the market is co-creation, which consists in involving consumers in the product creation process. Co-creation as a tool alters the previously closed business model, opens it up, and appreciably increases its effectiveness. In the case of Health 4.0, this is particularly important since this market is very sensitive to consumer opinions, and the products offered must meet the most stringent quality standards while being customised to patient needs. Therefore, co-creation becomes an essential tool in the process of delivering Health 4.0 solutions.