"Zachariah Reitano wants Americans to embrace GLP-1s as a lifelong wellness tool. The CEO of telehealth company Ro is running his first Super Bowl ad, in which tennis star Serena Williams talks about how GLP-1s improved her mobility, cholesterol, sugar levels, and weight. "People constantly hear about the weight loss component, but we wanted to tell 100‑plus million people that these products can do that and also so much more for your underlying health," Reitano told me."
"He's not alone. With GLP-1s touted as the " first true longevity drugs," a transformative force in health care, and now available in a pill form that makes the uninsured cost as low as $149 a month, the focus is shifting from being a weight loss boost to the foundation of a lifestyle program. Drugmakers Novo Nordisk and Eli Lilly are also planning campaigns in and around the Super Bowl to address the stigma around obesity drugs."
Super Bowl advertising this year emphasizes wellness, with brands promoting protein, gut health, hydration, probiotics, and healthier snack options. GLP-1 weight-loss drugs have emerged as the dominant theme, presented as lifelong health tools that can improve mobility, cholesterol, blood sugar, and weight. Telehealth companies and drugmakers are running high-profile campaigns featuring celebrity endorsements to destigmatize obesity medications and position GLP-1s as longevity therapies. Cheaper pill forms are lowering out-of-pocket costs for some uninsured patients. Rapid uptake is increasing employer healthcare claims and prompting states and payers to restrict Medicaid coverage amid concerns about affordability and system-wide costs.
Read at Fortune
Unable to calculate read time
Collection
[
|
...
]