The news: Digital health company Noom’s new GLP-1 campaign featuring actress and comedian Rebel Wilson emphasizes lasting weight loss through Noom's behavior change programs that help users build healthy habits during treatment and maintain them even after stopping medication.

Noom's "Lose for Keeps" campaign will run across linear TV and digital media. In one 30-second spot, Wilson explains that while GLP-1s reduce "food noise" (persistent thoughts about eating), that noise can return after treatment ends. Noom positions its program that helps promote healthy behavioral changes as the key to making weight loss last. In another ad, Wilson compares using GLP-1s to riding a bike with training wheels: it’s easy to lose weight on the medication, but developing healthy habits while on treatment helps users keep the weight off after the "training wheels" come off.

Why it matters: Without lasting behavior changes and healthy habits, many GLP-1 users ultimately end up back where they started.

More than half (53%) of people taking GLP-1 medications stop treatment within a year, according to a December 2025 Sermo survey of physicians who were asked how long their GLP-1 patients remain on therapy. Side effects, medication costs, and reaching weight loss goals are the leading reasons people stop treatment.

And weight regain is common after discontinuation. Studies show patients regain roughly 60% of the weight they lost within the first year, with research projecting a return to pre-treatment weight within about 1.5 to 2 years. Conversely, Noom says that its members who continued practicing its digital health program’s habits regained 50% less weight than those who did not.

Implications for telehealth brands and marketers: Many online healthcare companies have capitalized on GLP-1 demand by emphasizing easy telehealth access and prescriptions. But as evidence mounts that many patients discontinue treatment and regain weight, convenience alone may not be enough to attract and retain consumers.

Noom is betting that messaging about long-term support will appeal to patients seeking to sustain their weight loss. That strategy could also make companies like Noom more attractive partners for employers and health insurers, many of which remain hesitant to cover GLP-1s because of their high costs and uncertainty about long-term outcomes if members regain weight after discontinuing treatment. In the direct-to-consumer market, however, this approach pits two value propositions against each other: helping patients build habits that allow them to discontinue GLP-1s versus encouraging long-term use through maintenance dosing. As maintenance dosing gains acceptance as a GLP-1 treatment strategy, companies promoting digital health subscription programs built around behavior change will need to prove those services deliver greater long-term value than staying on medication.