Reaching High-Value Weight Loss Audiences—Before They Choose

GLP-1 medications have skyrocketed into the public conversation—fueled by media coverage, influencer attention, and growing medical credibility. According to a study published in Annals of Internal Medicine (April 2024), the number of non-diabetic adults using GLP-1 drugs more than tripled between 2018 and 2022, with spending reaching $5.8 billion among this group alone.

Despite this momentum, GLP-1s still face insurance limitations—especially when prescribed solely for weight loss. Medicare recently reaffirmed coverage only for patients with Type 2 diabetes or heart disease, excluding general weight loss use. With most research having at most a year's worth of data, the long-term outcomes remain unclear, and many clinicians point to concerns of patients regaining weight after treatment ends.

This shifting landscape highlights a critical point for hospitals and health systems: timing and message alignment are everything.

Many patients are early in their weight loss journey and open to education, counseling, or alternative options—including bariatric surgery. By acknowledging that no single solution fits all, providers can position themselves as trusted advisors, not just service lines.

Smart strategy means reaching the right audience—before they choose a provider, a plan, or a prescription.

According to the CDC’s most recent obesity study (2023), over 40% of U.S. adults are classified as obese—a number that continues to climb year over year (CDC Data Brief No. 508, 2024). At Causeway Solutions, our proprietary research has identified nearly 102 million consumers who self-identify as overweight and are actively considering their next step in managing it.

For healthcare marketers, that presents a rare opportunity—and a challenge: how do you reach the right audience with the right message before they commit to a provider, a program, or a plan?

GLP-1 vs. Bariatric Surgery Considerers: Distinct Paths, Distinct Strategies

Using predictive modeling and survey-backed insights, Causeway Solutions has built two high-intent, activation-ready audience segments:

• GLP-1 Considerers: Individuals likely to use or switch to prescription weight loss injections

• Surgery Considerers: Individuals likely to explore bariatric surgery

Together, these segments represent more than 43 million U.S. adults, with 3.6 million open to either path. While there's overlap, their behaviors—and how they respond to messaging—are distinctly different.

Key Differences at a Glance

Income & Cost Sensitivity

• GLP-1 audiences skew more affluent (15.5% earn $150K+)

• Surgery considerers are more cost-sensitive, often falling within middle-income brackets

Digital Behavior

• GLP-1 audiences engage with telehealth, fitness apps, and digital health tools

• Surgery audiences prioritize online reviews, retail clinics, and structured, in-person support

Lifestyle Preferences

• Surgery audiences respond well to coaching, structure, and accountability

• GLP-1 users prefer flexibility, remote tools, and low-friction solutions

This isn’t just a demographic split—it’s the foundation for better personalization, smarter media spend, and improved health outcomes or campaign success.

Why Timing Matters

GLP-1 medications are everywhere—supported by growing coverage, social buzz, and clinical acceptance. But they’re not the end of the story. Many users eventually seek more permanent solutions, including surgery.

That’s where targeted strategy matters most.

Wait too long to introduce a surgical option, and you risk missing the conversation entirely. Lead with surgery too early, and you might alienate consumers just beginning to explore medical weight loss.

That’s why timing isn’t the only consideration—the message matters just as much. Audiences at different stages of their journey need different language, tone, and calls to action. A one-size-fits-all message won’t work.

Messaging by Audience Type

GLP-1 Considerers

• Emphasize convenience, control, and motivation:

“Start your journey with medical support—on your terms.”

• Lean into digital tools and peer validation:

“See how real people are making real progress.”

Surgery Considerers

• Highlight transformation and long-term results:

“You’ve tried the rest—now discover what works for good.”

• Use an empathetic, empowering tone:

“It’s not just about weight—it’s about taking your life back.”

From Data to Direction—We Build Strategy Around Your Needs

We don’t just identify your audience—we help you connect with them meaningfully and effectively.

Planning a bariatric campaign in New York? Your audience may prioritize convenience. In Minneapolis, bedside manner and compassionate care could make all the difference. Our local insights help you tailor messages to what matters most—where it matters most.

You can use Causeway’s pre-built audiences in the marketplaces for GLP-1 or Surgery Considerers and layer them with other high-value segments to engage people where they are:

• Deliver bariatric messaging through video-first platforms like YouTube, where over 70% of our weight loss audience is active.

• Reinforce GLP-1 messaging through Instagram, where users seek flexible, personal success stories.

• Use live TV for persuasive, educational content—especially among cost-conscious segments

Why cast a wide net when you can engage precisely the right people—boosting efficiency, lowering waste, and increasing ROI?

Ready to reach the right audience—before they choose?

With more Americans than ever are exploring weight loss solutions. With timing and relevance critical to success, our predictive, HIPAA-compliant audience segments help you connect early—and convert stronger.

Activate Today:

Search “Weight Loss Surgery” or “Weight Loss Medication” in LiveRamp Storefront, or find us directly on:

• The Trade Desk

• StackAdapt

• Simpli.Fi

• Equativ

Additional ready-to-use segments include:

• Weight Loss OTC Medication

• In-Person Weight Loss Programs

• Meal Replacement Programs

• Medically Guided Weight Loss

• Online Programs

• Telehealth: Weight Loss

Need something more tailored?

Contact our Healthcare Strategist, Patrick Upton, at patrick.upton@causewaysolutions.com to build a smarter, high-performing campaign.

Sources

• CDC National Center for Health Statistics. Data Brief No. 508, 2024.

• American College of Physicians. (2024). Obesity Pharmacotherapy and Weight Regain Following GLP-1 Receptor Agonist Discontinuation. Annals of Internal Medicine. https://www.acpjournals.org/doi/10.7326/ANNALS-24-02878

• Consumer modeling and behavioral insights based on proprietary Causeway Solutions data, 2024.