Pills, TikTok and weight-loss apps: the consumer-driven future of GLP-1s​

Ask executives in the healthcare industry about the future market for ‍weight-loss drugs and the analogies are telling: monthly GLP-1 medicine subscriptions like a streaming video membership; dose decisions managed on a smartphone ​app; access made as easy as buying a pair of Nikes.

This is their vision of the consumerization of weight-loss as drugmakers Novo Nordisk and Eli Lilly prepare to launch pill versions alongside their blockbuster injectable treatments and increasingly look to cash-pay channels and ⁠telehealth to reach tens of millions…