The Oddities and Ripple Effect of GLP-1
- pschrimpf
- Sep 7
- 4 min read
Updated: Sep 29
From weight loss buzz to healthcare infrastructure
Paul Schrimpf, Christine Arbesman
Few modern therapies have reshaped both healthcare and consumer behavior as profoundly as GLP-1 receptor agonists. Originally developed for type 2 diabetes, these injectable medications have become cultural and clinical touchstones thanks to their profound impact on weight loss and metabolic health; and are signaling even broader possibilities ahead. A PWC report indicates that, “anywhere from 8% to 10% of Americans are currently taking GLP-1s, while 30% to 35% of Americans are interested in using them.” Some analyst projections show “the GLP-1 market reaching $150 billion by 2030.”
Yet the rise of GLP-1s isn’t just about clinical efficacy or public enthusiasm. It's the convergence of consumer behavior, business innovation, and unmet healthcare needs. More than a blockbuster therapy, GLP-1s are acting as a market-shaping force with ripple effects reaching far beyond endocrinology.
Consumer-Led Demand
GLP-1s have bucked the conventional path of health innovation adoption. Instead of relying on education campaigns or payer incentives, patients are leading the demand. “We certainly were surprised how many people were coming to Sesame for weight loss,” said Michael Botta, Co-Founder of Sesame. “But in retrospect, I think we were wrong to be surprised… when there’s an effective medical treatment for something that is of major concern to somebody’s life, it only makes sense that people are going to take that path if it’s available to them.” This is more than a surge in prescriptions. It’s a shift in how people view medical care: not just for treating illness, but also for achieving personal goals.
Blending Wellness and Medicine
GLP-1s have catalyzed a new wave of care models that blend medical oversight with lifestyle support. These drugs don’t replace behavior change. They elevate its value. “There’s a lot that goes into high-quality obesity care that isn’t a jab in the abdomen,” said Evan Richardson, CEO of Form Health. “You really have to treat each person as an individual.” That philosophy is echoed by Michelle Zettergren, President of Brighton Health Plan Solutions, who said, “GLP-1s are part of a multi-faceted approach. If we don’t address sleep, stress, movement, and nutrition, we’re just handing people a crutch.” This perspective repositions GLP-1s not as silver bullets but as behaviorally anchored tools within a broader clinical framework.
New Pathways to Access Care
GLP-1s are redefining how patients enter the healthcare system. As demand outpaces traditional access points, digital-first models are stepping in. One standout is LillyDirect, Eli Lilly’s platform that connects patients with telehealth providers, affordability support, and home delivery. “Our partnership with LillyDirect gives patients a seamless, clinically sound way to start treatment,” said Evan Richardson, CEO of Form Health. “It’s a better front door, one that respects both the patient’s time and the clinical complexity of obesity care.” Michelle Zettergren, President of Brighton Health Plan Solutions, added, “GLP-1s are exposing how far behind the system has been on access, education, and trust.” These new front doors aren’t just faster; they are resetting expectations. GLP-1s are making clear that patients increasingly expect healthcare to match the seamless, integrated experiences of the rest of their digital lives.
A Growing Ecosystem
The ripple effects of GLP-1s are already reorganizing markets. From portion-controlled foods to post-weight-loss aesthetic services, entire product categories are shifting to accommodate the GLP-1 lifestyle. “This isn’t just a pharma story. It’s a consumer-packaged goods story. It’s a med-aesthetics story. It’s even a mental health story,” said David Smith, CEO of Third Horizon Strategies. Consumer brands like Nestlé are adapting quickly, highlighting how far beyond pharma these ripple effects extend. Medical device companies, by contrast, may need to reposition or risk losing relevance in certain surgical categories.
GLP-1 as Platform
According to a Fierce Healthcare article, “Primary care physicians report that about 30% of their patients have requested GLP-1 prescriptions specifically for weight loss.” GLP-1s are no longer just drugs. They’re platforms upon which new business models, care pathways, and consumer categories are being built. As Morley Ivers, Managing Partner at Season Health, notes, “When a product changes what people expect from their health, it’s no longer just a product, it’s infrastructure.” GLP-1s are shaping not only the future of chronic condition management but also the expectations consumers bring to every healthcare interaction.
GLP-1s began as a class of therapies. They’ve become a mirror reflecting a consumer-centric, cross-sector, data-smart vision of what healthcare could be. Each stakeholder—from providers to retailers to food companies—now plays a role in supporting or surrounding this patient journey.
The central question is no longer “Do GLP-1s work?” That’s settled. The real strategic question is: What do we do with this new healthcare sub-category?
Acknowledgements & Citations
This report draws insights and direct quotes from interviews featured on the Healthcare Rap podcast, hosted and produced by Jared Johnson and Zain Ismail.
Michael Botta, Co-Founder, Sesame — Episode 335 July 14, 2024
Evan Richardson, CEO, Form Health — Episode 324 May 21, 2024
Michelle Zettergren, Brighton Health Plan Solutions — Episode 336 May 29, 2024
David Smith, CEO, Third Horizon Strategies — Episode 338 June 12, 2024
Morley Ivers, Managing Partner, Season Health — Episode 339 June 19, 2024
Other sources:
PWC: From molecules to milestones: Reinventing for the future of weight loss drugs
Fierce Healthcare: Primary care doctors concerned about telehealth GLP-1 boom