Telehealth company LifeMD is partnering with Novo Nordisk to offer diabetes patients Ozempic for $499 per month. GLP-1 price wars are taking place between drugmakers and online healthcare companies still selling compounded weight loss medications. Novo’s and Lilly’s branded drugs have the stamp of FDA approval in their favor, but many cost-conscious consumers paying out of pocket will still opt for the cheaper compounded GLP-1s (~$200 per month) through telehealth platforms like Hims & Hers.

The FDA claims Hims & Hers’ compounded GLP-1 offering is being falsely marketed on its website, and its Super Bowl weight loss drug ad is under scrutiny for omitting side effect and risk information. Telehealth players in the copycat GLP-1 space can easily change marketing language online, and likely don’t have to worry about adhering to drug advertising laws that apply to pharma manufacturers—yet.

A real-world study on Novo Nordisk’s obesity drug showed patients had significantly reduced “food noise,” which are persistent, unwanted thoughts about eating. Novo surveyed 550 US adults taking Wegovy for weight loss for at least four months. Food brands are already adapting to the weight-loss trend by adding new products tailored to GLP-1 users and right-sizing portions. We detail this in our “Impact of Weight Loss Drugs 2025” report. But there are more opportunities for GLP-1 drugmakers and food companies to partner. We could see GLP-1 friendly grocery lists curated by nutrition experts and integrated into platforms like Instacart or Uber Eats, for example. Or collaborations with ready-made meal companies like Factor or Daily Harvest, which already offer GLP-1 options.

The news: The first glucose monitor for weight loss was cleared by the FDA this week. The newly approved Signos system uses an AI platform along with Stelo, Dexcom’s over-the-counter continuous glucose monitor (CGM), for real-time tracking and recommendations. Our take: We expect more glucose tracker options for GLP-1 users to be cleared by the FDA as CGMs move into the mainstream. CGM device makers and AI-assisted apps need to stress the importance of healthcare provider guidance and stick to science-based education and marketing.

The news: Eli Lilly’s stock plunged about 14% on Thursday as clinical results of its experimental obesity pill orforglipron fell short of Wall Street expectations. Our take: We think Lilly has the edge over Novo, despite Thursday’s market reversal due to Lilly’s obesity pill falling short in its trial. That’s likely just a near-term blip—12% weight loss in a little over a year validates that the medication is quite effective, especially when considering that most people would prefer a pill to injecting themselves. Lilly also has in its favor that Zepbound drives better weight loss results than Wegovy, while it faces less competition from the copycat GLP-1 market since semaglutide is more commonly compounded than tirzepatide.

As more consumers start GLP-1 treatments, some CPG brands must work harder to stay in shopping carts. As many GLP-1 users eat less and change their diets, it opens new challenges and opportunities for retailers and marketers.

The news: Dr. Kim Boyd, previously the chief medical officer of telehealth weight loss startup Calibrate, joins WeightWatchers as CMO as the company plans to launch perimenopause, menopause and post-menopause treatments and services for women ages 40-60 later this year. Our take: WeightWatchers will compete with several D2C telehealth for the underserved pre- and post-menopausal consumer market. However, we think its brand recognition among women ages 40-60, its long-standing weight loss support expertise and new Novo deal could catapult it ahead.

The news: Spain is investigating Novo Nordisk over a controversial obesity awareness ad campaign tied to its weight loss drugs. Our take: GLP-1 weight loss drugs are in demand, but drugmakers can’t afford any trust gaps with health systems and physicians in the competitive race for customers.

63% of millennials and 61% of Gen Zers feel more connected to health brands since starting GLP-1s, per a January Dentsu report.

The news: Novo Nordisk missed an important patent filing deadline in Canada for its weight loss and diabetes drug semaglutide, opening the door to generics as soon as next year. Our take: If Sandoz and other generic makers start selling semaglutide GLP-1 drugs in Canada next year, FDA approval for states may not matter. If drugmakers do start selling generic GLP-1s in Canada, Novo will see Ozempic brand sales drop, but the GLP-1 market could see a generics’ explosion.

The news: Novo Nordisk is partnering with AI drug discovery company Deep Apple Therapeutics to discover and develop new cardiometabolic drugs, including for obesity. The takeaway: Novo is not the biggest loser in the GLP-1 weight loss category, but it’s trailing Lilly in drug effectiveness, market value, and more importantly public perception. It’s critical for Novo to come up with new and better weight loss drugs—hence the deal with Deep Apple—but also polish its brand with consumers. A new CEO and new marketing direction could garner Novo some much-needed cachet.

The trend: Consumers who take weight loss drugs are eating less and consuming healthier foods when they’re on the medication. Our take: This behavior change is driving a slew of food sellers and CPG brands to develop product lines and reformulate items with GLP-1 users in mind.

Tens of millions of Americans will use weight loss drugs in the coming years. Here’s what pharma, food and beverage, wellness, and fitness brands and marketers need to know about GLP-1 patients’ changing behaviors alongside their medication use.

Novo, Lilly, and PBMs take steps to reduce GLP-1 drug prices: Players in the weight loss drug market are likely OK with cutting back on prices considering the potential to reach tens of millions of patients.

Consumers are turning to digital channels for medical information and advice and to research healthcare products, treatments, and services. Here’s what healthcare and pharma marketers need to know about converting information-seeking consumers into customers.

Consumer interaction and engagement with healthcare and pharmaceutical ads vary greatly by generation. Marketers must gain a better understanding of these differences to reach patients more effectively.

PepsiCo leans on value, healthier snacks to drive sales in 2025: But the CPG company expects growth to be muted as consumers focus on price.

UPS pushes into healthcare logistics: The company is renting out custom lab space near its main global air hub. Diagnostics companies will be able to consolidate their shipping operations and drive downstream cost-savings.

Healthcare and pharma companies are embracing D2C business models to get their medications, treatments, and services to more consumers without industry middlemen restricting access. Concurrently, patients are becoming more price-conscious healthcare shoppers, propelling more D2C activity next year.