The Consumerization of Weight Loss: Pills, Apps, and a $150 Billion Market
Ask healthcare industry executives about the future of the weight-loss drug market and the analogies are revealing: monthly GLP-1 drug subscriptions like a streaming video membership; dose decisions managed from an app on the phone; access as easy as buying a pair of Nikes.
Here’s their take on the consumerization of weight loss as drugmakers Novo Nordisk and Eli Lilly prepare to launch pill versions alongside their blockbuster injectable treatments and increasingly turn to cash channels and telemedicine to reach tens of millions of Americans.
It’s the next big bet for a global obesity market set to expand to a value of $150 billion over the next decade,where highly effective GLP-1 drugs have already transformed treatment: making this class of drugs part of peopel’s routine,between a session at the gym and playing daily Wordle.
Reuters spoke to about three dozen people within the industry, including retailers, drugmakers, telemedicine providers and investors, to show how the weight loss sector is changing to better suit consumers.
“We’re imagining that thes drugs could become so common that everyone would have a GLP-1 app… right there on your phone, next to your bank account and your weather app,” catherine Brown, vice president of clinical services at digital health firm Welldoc, told Reuters. Welldoc partnered with Lilly to create a medication reminder and dose tracking app.
Rachel, a 61-year-old retired IT worker in California, turned to telemedicine firm Noom in 2021 to help her lose weight without medication. She continues to use her app after reaching her weight loss goal with Lilly’s Zepbound, and says that reading the health tips the app provides keeps her focused.
“Every day you have your little ‘snack,’ a mental snack, a check-in, and that helps me stay conscious,” she said.
Weight Loss Pills for ‘Swimsuit Season’
Novo’s Wegovy and Lilly’s Zepbound are sold in prefilled injectable pens that are used once a week. weight-loss pills,taken daily,could help reach people who don’t like needles,offer more flexibility for “microdosing” with smaller amounts of the drug or allowing people to take a pill on some days and skip others,analysts and telemedicine firms said.
that could allow targeted regimens just for the holidays or “swimsuit season,” or facilitate maintenance programs after a patient has lost the desired amount of weight, according to consultants.
If pills prove popular and more affordable, they could make cash-pay options a more significant access channel alongside conventional doctor-patient models, where a drug’s coverage and a consumer’s out-of-pocket cost are steadfast by health insurance plans.
“They are taking drugs out of the medical realm and making them something you can buy in a regular market,” Lindsay Allen, a health economist at Northwestern University Feinberg School of Medicine, said of the telemedicine model for GLP-1s. “They’re treating it like you can come buy a smartphone now.”
Novo’s once-daily pill Wegovy was recently approved in the US and is expected to launch in early January 2026. Lilly’s oral drug orforglipron is under regulatory review and could be on the market within months.
Both companies plan to offer starting doses of their weight-loss pills at $149 a month for cash-paying customers in the United States, making the drugs more affordable when private health insurance doesn’t cover them. The US government’s
## GLP-1 Medications Expand Access Through virtual Platforms, Focusing on Lifestyle Benefits
The growing demand for glucagon-like peptide-1 (GLP-1) receptor agonists – medications initially developed for diabetes, now widely used for weight loss – is driving a shift in how these drugs are marketed and accessed. While pharmaceutical companies have direct-to-consumer platforms, virtual healthcare companies like Noom, Ro, and WeightWatchers are playing an increasingly significant role in connecting patients with prescribers and framing the medications as part of a broader lifestyle advancement, rather than simply treating a disease. This approach allows them to navigate stricter pharmaceutical advertising regulations in the US and appeal to a wider audience.
### Beyond Weight Loss: Marketing a Holistic lifestyle
traditional pharmaceutical advertising focuses on disease states and treatment. However, companies like Ro are finding success by marketing to patients’ desired outcomes. “They come in saying, ‘I want to lose weight, have more energy, less pain, better sex, better skin’ – and we organize care around that,” explained Ro CEO Zachariah Reitano. [https://www.ro.co/](https://www.ro.co/) This strategy emphasizes the thorough benefits of GLP-1s beyond just weight reduction.
LifeMD, another online platform, bundles Novo Nordisk and Eli Lilly drugs with virtual care services and invests in its own marketing efforts. CEO Justin Schreiber describes this as “essentially free advertising” for the manufacturers. [https://www.lifemd.com/](https://www.lifemd.com/) This highlights the growing influence of these intermediary platforms in driving demand and expanding access.### Addressing Barriers to Access
Many patients are turning to online platforms due to the stigma associated with discussing weight with their primary care physicians, as well as lengthy wait times for appointments and prescriptions. The convenience and discretion offered by virtual care are proving to be significant advantages.
### Expanding the Market with Low-Dose Options
Eli Lilly is exploring low-dose GLP-1 pills, which could appeal to individuals focused on *preventing* weight gain rather than significant weight loss. Kevin gade, chief operating officer of Lilly investor Bahl & Gaynor, suggests this could attract a new segment of consumers: “I know the holidays are coming up. I don’t really care about losing weight, but I want to be able to avoid gaining extra pounds.” [https://www.lilly.com/](https://www.lilly.com/) This proactive approach could considerably broaden the market for these medications.
### Pills vs.Injections & The Focus on Habit Formation
Industry experts generally believe that daily pills will *complement* rather than *replace* injectable GLP-1s. The introduction of pills is expected to create new consumer behaviors and expand overall market reach.Noom CEO Geoff Cook emphasizes the importance of making health a habit. The company’s app is designed to encourage the growth of daily routines centered around weight loss and overall well-being. [https://www.noom.com/](https://www.noom.com/) This focus on behavioral change aims to support long-term adherence and positive health outcomes.
*with data from Reuters* [https://www.reuters.com/business/healthcare-pharmaceutical/weight-loss-drugmakers-lean-lifestyle-platforms-boost-sales-2023-12-28/](https://www.reuters.com/business/healthcare-pharmaceutical/weight-loss-drugmakers-lean-lifestyle-platforms-boost-sales-2023-12-28/)
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