GLP-1s are disrupting healthcare and nutrition in a way that promises to impact much more than weight loss – they promise to change the way we think about targeting and product and service selection

With GLP-1 drugs forecasted to become the #1 class of drug by the end of 2024 and surpass $100 billion in sales by 2029*, GLP-1s promise to not only revolutionize weight loss, but be the drug that significantly transforms the medical landscape and doctor-patient relationships. For the full article, click here.

Telehealth Wellness Programs: A Transformative New GTM Healthcare Model

The latest in a long line of weight loss treatments, GLP-1s are proving to be one of the most effective weight loss treatments ever available. The exciting promise of semaglutide and tirzepatide is driving a range of new healthcare business models – from Weight Watchers Clinic powered by Sequence to Fella Health’s “telemedicine clinic for bigger guys” to the partnership of Lindora Clinics with Xponential Fitness.

With these new models, doctors become clinicians, patients become members, and the healthcare experience evolves from a traditional doctor-patient office visit to a telehealth wellness program.

New Communication Strategies for Winning in the New Healthcare Environment

To win in this new healthcare environment, GLP-1 brands and biosimilars must pivot to a new set of communication strategies focused on impacting activation and messaging across the member-patient / clinician journey. 

In this future-forward healthcare world, collaboration and partnerships will be key. Pharma brands and telehealth wellness programs will need to consider 4 specific insight strategies to position themselves as credible, fully integrated, clinical science-oriented solutions. Pharma brands and biosimilars must:

#1 Become a valued insights partner and / or affiliate of telehealth wellness programs,

#2 Unpack and decipher weight loss mindsets to make a true connection with member-patients. 

#3 Deconstruct the member-patient journeys to generate high potential intercept opportunities for maximum impact. 

#4 Customize content, messaging and placement to successfully engage member-patients as they explore their weight loss journey. 

There are still many unknowns in how telehealth wellness programs will evolve going forward, but we believe this GTM model is here to stay – and will only become more prevalent as these programs broaden beyond weight loss into other health, wellness and even beauty sectors.

*GLP-1s on track to take drug sales throne from PD-1 inhibitors in 2024, Fierce Pharma, 3/15/24.