Brand Success in the GLP-1 Era

The GLP-1 drug class has had a transformative impact on obesity management, demonstrating unprecedented success in appetite control and weight reduction. They are also set to play a larger role in addressing associated conditions beyond weight loss.

As the obesity treatment landscape becomes increasingly competitive, GLP-1 brands must ensure they build and maintain strong connections with patients – and with healthcare professionals – to drive brand success.

In this paper, we apply Ipsos’ Brand Success Framework to create a roadmap for GLP-1 brand success, based on the three fundamental pillars of understanding Context, acting with Empathy, and shaping Expectations. 

We also leverage physician, patient, and consumer data from Ipsos’ Global Obesity Monitors to highlight areas of need and opportunity, offering brands a tangible and actionable plan to succeed in this multifaceted and hotly contested landscape.

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For a deeper dive on this topic, the Ipsos Ethnography Center of Excellence followed the journey of three Americans via digital ethnography for a first-person account of their day-today realities starting on GLP-1s. The result: a window into their specific experiences, capturing what is particularly resonant for them. Click here to watch segments of our video interviews. 

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