Urology Awareness Month (UAM) is an annual campaign that aims to raise awareness about urological diseases, which affect a significant portion of the population. These conditions not only have physical health implications but can also impact an individual’s mental and emotional well-being. This year’s UAM focused on bladder health, covering issues like urinary incontinence, urinary tract infections, and bladder cancer. The Urology Foundation (TUF) has been working with researchers, urologists, and healthcare professionals to find new ways to diagnose, treat, and manage these conditions. The Urology Trade Association (UTA) plays a crucial role in producing urology products that aid in the management of these conditions. However, the urology sector, like other sectors, faces challenges in delivering new innovations that are both effective and cost-efficient. Moreover, the government’s overhaul of medical device regulation, Brexit-related challenges, and changes in the NHS further complicate the landscape. To address these challenges, it is essential to involve a wide range of stakeholders, including patients and their families, in the decision-making process. The recent announcement of a £30 million fund for Integrated Care Systems (ICSs) to roll out innovative technology highlights the ongoing conversations about harnessing the power of technology in healthcare. As we approach the next general election, discussions around NHS reforms are likely to intensify, making it crucial to prioritize patient choice and ensure access to the right medical devices. The government must demonstrate its commitment to patient-centered care by progressing policies that address the concerns of patients and the industry.