Obesity Treatment Challenges and Opportunities: A Data-Driven Approach for Pharma

Obesity is a complex, costly, and often frustrating condition that significantly impacts patients’ physical health, emotional well-being, and social lives. Despite efforts to lose weight, many individuals struggle to achieve meaningful results. Meanwhile, healthcare providers may lack the training or resources to effectively support patients in managing their weight, particularly when it comes to prescription treatments. Concerns about side effects, cost, and stigma can further complicate these conversations.

To better navigate these challenges, pharmaceutical marketers can leverage insights from M3 MI’s recently released comprehensive therapeutic area report, Marketing & Media Intelligence for the Obesity Market. The highlights from this report reveal how obese patients and their primary care physicians (PCPs) approach treatment, the support each group needs from pharma, and the most effective media channels for delivering impactful information. With a deeper understanding of these dynamics, marketers can craft more impactful strategies that resonate with both patients and physicans.

Patient & Physician Approaches to Prescriptions for Obesity

Despite concern about their health, 4 in 10 obese patients (professionally/self- diagnosed with obesity or report a BMI > 30) struggle to adhere to a diet plan. This struggle with obesity can lead to other serious health conditions. 3 in 5 obese patients are diagnosed with at least one comorbidity, such as high blood pressure, high cholesterol, or type II diabetes. It is important that obese patients learn about treatment options and are provided with the information they need to drive discussions with their physician.

Currently, only 9% of professionally diagnosed obese patients are taking prescription medication for their condition. However, more than half express openness to considering treatment with a prescription weight loss medication. With the emergence of newer therapies in recent years, particularly GLP-1s, patients face several key considerations before filling a prescription:

Given the relative newness of these treatments, it’s unsurprising that safety and cost rank highest in importance. When making treatment decisions, most patients rely heavily on their physicians – two-thirds typically use only the drug brands recommended by their doctor. PCPs tend to take a cautious approach to obesity treatment; nearly 2 in 5 prefer to wait until others have had success with a new therapy before prescribing it themselves. While they are conservative, physicians understand the need to address obesity as it can cause other health conditions. More than half of PCPs seeing obesity patients find the advantages of GLP-1s outweigh any side effects/risks they may pose.

What’s Needed from Pharma, Snapshot On Prescribing & Adherence

Advertising: It’s More Than Awareness, It Helps Activate the Patient Voice

Obese patients are 6% less likely than U.S. adults to conduct online research prior to an appointment. Advertising can play an important role in not only generating treatment awareness, but it can also help activate the patient voice to request a treatment. 54% of patients agreed they are willing to ask their doctor for a prescription medication or drug sample that they noticed an ad for.

When it comes to PCPs who see obesity patients, they want patients involved in their discussions. 91% of PCPs who see obesity patients agree they want their patients to feel like they are part of the decision-making process when it comes to their treatments. They are also 12% more likely than total physicians to have their treatment decision influenced by a patient request.

Prescription Savings Programs Buy-In

Physicians have a strong influence with these patients, and it’s important that their PCPs provide all necessary treatment information, such as savings programs. 43% of PCPs who see obesity patients will not provide discount drug program information, either because they only do it if a patient asks, their practice/facility has a restriction, or they simply choose not to.

Advertising is important to activate the patient voice to drive requests for these programs as savings are important. Pharma companies also can highlight them more in their advertising and website content. Currently only 16% of obese patients paid for their Rx in the last year with a prescription savings program, but 46% of obese patients will try another brand if they get a coupon for it.

Media Channel Highlights Healthcare Marketers Should Consider

TV Engages Both Patients and Physicians, Driving Meaningful Health Conversations

TV can do more than just generate awareness for a treatment – it’s valuable in starting discussions with physicians. From 2021 to 2025, the value of TV ads as a health information source among obese patients rose by 15%. After viewing healthcare ads on TV, these patients are 17% more likely than U.S. adults to request a specific prescription from their physician.

53% of obese patients value healthcare ads on TV as a source of health information.

54% of PCPs who see obesity patients watch streaming TV.

Healthcare marketers should also understand how and where physicans consume TV to create a halo effect from direct-to-consumer (DTC) buys. PCPs treating obese patients watch TV for over two hours a day. Over half use streaming platforms to view their favorite programs, and 40% watch sports events.

Busy PCPs Treating Obesity Turn to Digital Tools for Medical Insights

PCPs treating obese patients manage heavy workloads, seeing an average of 18 patients daily and spending 5+ hours weekly reading medical content. To stay informed, they increasingly rely on emerging digital channels for quick information:

• 86% diagnose or treat patients via Telemedicine
• 67% use Mobile Apps for diagnostics and drug info
• Nearly 90% engage with Social Media for medical updates and clinical updates
• 64% listen to Medical Podcasts, with most interested in new medical developments

Over half say virtual learning is as effective as in-person, making digital engagement an important channel for healthcare marketers.

In closing, as the obesity treatment landscape evolves, pharma has a unique opportunity to bridge critical gaps in awareness, education, and engagement. By harnessing data-driven insights into patient behaviors, physician prescribing patterns, and media consumption habits, healthcare marketers can craft targeted strategies that not only inform but empower. From amplifying the patient voice through advertising to supporting physicians with digital tools and savings programs, pharma can play a pivotal role in driving more informed, collaborative, and effective treatment decisions. The path forward requires empathy, innovation, and precision. When these qualities are combined with robust market intelligence, it can transform challenges into meaningful opportunities for impact.

Daniel Lynch, Senior Manager – Insights and Analysis, M3 MI; a leading provider of healthcare consumer and physician media insights and marketing intelligence.

Sources:
• M3 MI’s MARS Consumer Health Study, 2024/2025 Doublebase and 2025 Singlebase
• M3 MI’s 2024 Sources & Interactions, Digital Insights, Doctors as Consumers Studies
• M3 MI’s 2025 Sources & Interactions + Digital Insights Study