GLP-1s have revolutionized customer journey mapping preferences in weight loss. FK’s new model integrates your Brand Target Mindset with Journey Mapping Preferences and Fulfillment / Shopper Strategy – defining how your brand can build presence, invite engagement and drive shopper conversion.
GLP-1s are disrupting healthcare in a way that promises to impact much more than weight loss – they promise to change the way we think about targeting and product and service selection
With GLP-1 drugs forecasted to become the #1 class of drug by the end of 2024 and surpass $100 billion in sales by 2029*, GLP-1s promise to not only revolutionize weight loss, but be the drug that significantly transforms the medical landscape and
doctor-patient relationships.
Telehealth Wellness Programs: A Transformative New GTM Healthcare Model
The latest in a long line of weight loss treatments, GLP-1s are proving to be one of the most effective weight loss treatments ever available. The exciting promise of semaglutide and tirzepatide is driving a range of new healthcare business models – from Weight Watchers Clinic powered by Sequence to Fella Health’s “telemedicine clinic for bigger guys” to the partnership of Lindora Clinics with Xponential Fitness.
With these new models, doctors become clinicians, patients become members, and the healthcare experience evolves from a traditional doctor-patient office visit to a telehealth wellness program.
Having worked on weight loss membership programs for over a decade, we believe the programs that skillfully integrate Rx solutions with behavioral lifestyle change will provide the most sustainable, positive outcomes for member-patients. Advising those taking GLP-1s to increase protein intake, for example, and incorporate resistance training into their weekly routines is being recommended to combat the muscle deterioration and bone density reduction that can result from rapid weight loss.
Importantly, we believe these new holistic healthcare models are likely to impact the treatment of other chronic conditions like diabetes, heart health and addiction that also benefit from sustained lifestyle modification.
New Healthcare Environment, New Communication Strategies
To win in this new healthcare environment, GLP-1 brands and biosimilars must pivot to a new set of communication strategies focused on impacting activation and messaging across the member-patient / clinician journey. To be successful, brands need an
in-depth understanding of the WHO, WHERE and WHAT of that journey.
Over the past 10 years, we’ve spoken to hundreds of member-patients, clinicians and payers, and acutely understand the various weight loss mindsets – each mindset’s underlying journey preferences, life motivations, emotional vulnerabilities and barriers associated with the complex weight loss journey.
Whether through testimonials on TikTok, communities on Reddit or taking over the subway with advertising to reach busy, on-the-go people, telehealth wellness programs present an array of interaction opportunities and intercept points with potential member-patients.
Winning In The New Healthcare Environment
In this future-forward healthcare world, collaboration and partnerships will be key. Pharma brands and telehealth wellness programs will need to consider 4 specific insight strategies to position themselves as credible, fully-integrated, clinical science-oriented solutions. Pharma brands and biosimilars must:
#1 Become a valued insights partner and / or affiliate of telehealth wellness programs, helping the programs and clinicians to build credibility, attain successful outcomes and deliver value-oriented benefits to member-patients.
#2 Unpack and decipher weight loss mindsets to make a true connection with member-patients. With FK’s Mindset Definition Model, for example, we decode personal preferences that determine what kind of weight loss customer journey member-patients are willing to buy into – and what tonality they respond to, from the more clinical to the more spa-like and cosmetic.
#3 Deconstruct the member-patient journeys to generate high potential intercept opportunities for maximum impact. FK’s Patient Journey Landscape tool deconstructs the decision loop of the journey for each member-patient mindset, mapping out the researching, authenticating, discovering and validating of options – making it clear when and where to reach potential member-patients.
#4 Customize content, messaging and placement to successfully engage member-patients as they explore their weight loss journey. Recognizing the critical importance of optimized messaging, we’ve developed a robust Real World Messaging Model. This model uses a conjoint analysis approach to test messaging via marketing material prototypes of digicepts and social media posts, for example, replicating how member-patients might experience messages in a real-world context.
There are still many unknowns in how telehealth wellness programs will evolve going forward, but we believe this GTM model is here to stay – and will only become more prevalent as these programs broaden beyond weight loss into other health, wellness and even beauty sectors.
If you would like to learn more about FK’s Mindset Definition Model, Patient Journey Landscape tool and Real World Messaging Model, please drop us a note at info@fletcherknight.com.
