The number of patient appointments for weight loss drugs jumps whenever a celebrity reveals they use a GLP-1, according to Zocdoc data shared with EMARKETER. Brands that advertise access to weight loss drugs will want to develop messaging for when appointments surge. They should highlight that GLP-1s were developed to treat medical conditions (not for quick weight loss), and that companies are committed to making products available for all communities. Pharma and telehealth weight loss drug players should also provide transparent data on how many people experience which side effects when taking a GLP-1, while working with social media platforms to flag misleading content about medication efficacy and safety.

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.

Eli Lilly quietly cancelled a clinical trial for an experimental drug to slow muscle loss in obesity patients taking its GLP-1 weight loss drug. Lilly’s kiboshed trial is a reminder that weight loss drugmakers need to look beyond drug solutions and support patients’ efforts to maintain muscle mass. They could proactively package fitness coaching and strength training downloadable apps for GLP-1 users, or partner with physicians and employers to support their GLP-1 behavioral programs with compliance-safe resources around lifestyle needs like fitness and nutrition.

Pfizer agreed to pay as much as $7.3 billion to acquire anti obesity drugmaker Metsera. The company is buying its way into weight loss drugs after unsuccessful attempts at internal development. Pfizer will need to find its niche in an underexplored area of weight loss treatments, such as marketing its monthly shot for people who don't want to inject themselves weekly or take a pill every day.

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.

Novo Nordisk is cutting 9,000 jobs—11% of its workforce—as it aims to regain its lead in obesity drug sales against Eli Lilly and telehealth companies. The layoffs mark another shift for Novo in a turbulent year. CEO Mike Doustdar is only about a month into the role after the previous CEO stepped down amid plummeting stock prices and sales. Though Novo lost the GLP-1 market lead to Lilly, it can regain ground if its weight loss drug pill gains approval ahead of Lilly’s oral option and executes a strong launch. It should focus on reinvesting layoff savings into commercial efforts for what will be the first GLP-1 pill for weight loss.

The news: Direct-to-consumer (D2C) telehealth startup Remedy Meds is acquiring competitor Thirty Madison in an all-stock deal valued at over $500 million. Our take: By adding affordable weight-loss drugs to its men's and women's health treatments, the newly combined company will directly compete with Hims and Ro. However, their larger customer base will likely draw the attention of GLP-1 drug manufacturers like Novo Nordisk and Eli Lilly. Both pharma companies are actively trying to shut down the market for compounded weight-loss drugs. Transparent marketing and staying on top of potential regulatory changes to compounded GLP-1 allowance will be key to sustaining customer loyalty.

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: Telehealth company Ro signed tennis superstar Serena Williams as a celebrity patient spokesperson for its GLP-1 weight loss meds. Our take: As an athlete, Williams speaks to potential GLP-1 customers who may not relate to advertising that focuses on people with obesity. Ro’s strategy is a win for Lilly and Novo since the drugmakers can stick to brand-safe body positivity and anti-stigma messages via obesity awareness campaigns, while their telehealth partners take on flashier campaigns with mega-celebrities while not having to adhere to the same strict FDA ad regulations.

The news: A closely watched GLP-1 experimental pill from Viking Therapeutics achieved lower-than-anticipated weight loss results in study data released Tuesday. Our take: While weight loss pills won't be as powerful as shots, they still offer a good solution. Losing 10% to 12% of weight is still a significant result. Plus, pills are much more convenient than injectibles. They're easier to store and take, and don't require a needle. Drug companies should focus on promoting these benefits to market the pills as a good weight loss option.

The trend: Even amid the surging popularity of weight loss drugs, 60% of respondents to a recent Tebra survey admitted they’re hesitant to ask physicians about GLP-1 medications. Our take: Healthcare and pharma players in the GLP-1 space will want to double down on messaging that obesity is a chronic condition that often requires medication, while integrating testimonials from GLP-1 patients who are proud of their weight loss achievements. Marketers should also craft content that addresses physicians’ specific biases against weight loss drugs and refutes common misconceptions.

The news: Noom is now selling microdoses of compounded GLP-1 semaglutide for weight loss with a lower price tag and fewer side effects. Our take: GLP-1 microdosing is booming on social media trend and although weight loss drugmakers Novo and Lilly have neither studied nor endorsed mini doses, it’s another tactic for telehealth providers like Noom to stay in the weight loss game. We expect GLP-1 microdosing to gain marketing steam among telehealths this year.

The news: Medicare and Medicaid could cover GLP-1s for weight loss as part of a proposed five-year government experiment, according to a report in The Washington Post. Our take: The pilot, albeit not finalized, is a significant about-face from the Trump administration—particularly its top health official, Kennedy. It could be a signal that CMS Administrator Dr. Mehmet Oz is behind the plan, since he’s a bigger proponent of the meds. Still, we’re dubious about how many health plans will commit considering GLP-1s' high costs are a top concern for most insurers.

The news: Novo Nordisk’s stock plunged over 20% on Tuesday after it cut full-year guidance, citing lower-than-expected sales growth for Wegovy, its blockbuster weight loss drug. Our take: Despite the recent slump, we think Novo is well positioned to rebound. It remains one of two dominant players in the weight loss drug space and is still posting profit growth, albeit below Wall Street expectations. With the US adult obesity rate expected to hit 50% by 2030, the market opportunity is huge. Meanwhile, regulators are likely going to make it more difficult for compounded drugs to be sold as long as brand-name forms stay off the FDA’s drug shortage list.

The news: Connecticut plans to ask the federal government to allow it to contract for generic GLP-1 drugs for state employees and Medicaid patients. Our take: While other HHS secretaries have resisted trying to use Section 1498, RFK Jr. has shown a willingness to challenge established precedent. Even if RFK doesn’t respond to Connecticut’s plea, the broad enthusiasm for workarounds to lower GLP-1 costs—the Connecticut law sponsor said both red and blue state officials have reached out—could be a negotiating tool with drugmakers.

The news: Hims & Hers will soon expand its business to Canada, where it plans to sell generic semaglutide. The bottom line: Novo just gave a massive gift to healthcare companies that are in the weight loss drug market but can no longer sell compounded GLP-1s now that the brand-name versions are available again. We’ll likely see more players in this space that primarily operate in the US expanding north of the border, while others could take advantage of President Trump’s executive order that calls for the FDA to authorize more states to import lower-cost drugs from Canada.

The news: Here’s a look back at the most popular stories from January through June 2025. The final word: Gen Z’s healthcare attitudes, social health influencers, marketing strategies, and how patients use AI drew the most attention from our audience.

The news: Novo Nordisk is partnering with WeightWatchers to offer discounted Wegovy to cash-pay customers. Our take: WeightWatchers is recognizing that diet culture is being replaced by weight loss medications accessible via virtual care. To stand out from other Novo’s other telehealth partners, WeightWatchers should lean into marketing that positions the company as a pioneer weight loss brand that’s now meeting consumer demand for GLP-1s.