The data: GLP-1 demand is disrupting patient care. Some 73% of healthcare providers who prescribe or manage patients on GLP-1s have had to delay, shorten, or reschedule patient care because of it, according to a July Tebra survey of 374 clinicians. Providers report spending 8.7 hours weekly on GLP-1 administrative work such as prior authorizations and refill requests, while 35% say GLP-1 demand has contributed to their burnout.

Why it matters: Surging GLP-1 demand for weight loss is already adding to healthcare providers' workloads, and it shows little signs of slowing. GLP-1 prescriptions for weight loss have more than tripled over the past four years, per May data from Epic Research.

Three factors are fueling high demand for GLP-1s:

• New pill versions: Novo and Lilly each report that roughly 80% of Wegovy pill and Foundayo patients are new to GLP-1s.
• Medicare availability: Roughly 1.1 million seniors have signed up for GLP-1s through the Medicare Bridge program since it began covering them for weight loss in July with $50 co-pay.
• High ad spending: Lilly spent $105 million on TV ads alone in Q3 and Novo spent $81 million on Wegovy, per iSpot data shared with EMARKETER.

Implications for healthcare marketers: Sustained GLP-1 demand could threaten patient retention as overwhelmed providers struggle to keep up with prescription requests. Patients facing delays may turn to nearby clinics, telehealth companies, or drugmakers’ direct-to-consumer platforms, intensifying competition for primary care practices. Healthcare systems can ease provider workloads by standardizing intake, prior authorizations, and refills. UCHealth, for example, uses a dedicated pharmacist and technician team to handle GLP-1 prior authorizations.

Marketing teams can also explain how GLP-1 care works at their practices, including: what to expect at initial visits, how coverage and refills are handled, and where to get support. Clear communication could improve the patient experience while reducing the number of routine questions providers need to answer.