GLP-1 is expected to grow to a $71 billion industry by 2031. GLP-1 medications are fueled by the 66% of Americans who are classified as overweight or obese. No matter what metric, GLP-1 medications total addressable market looks strong, and can reach hundreds of millions just in the US alone.
‘Lose up to 20% of your body weight’, reads an online advertisement. Go anywhere online and you’re sure to find ads offering compounded GLP-1 medications. FDA grants compounding pharmacies temporary approval to compounded medications that are experiencing shortage.
Telehealth providers offer these compounded GLP-1s for about $250 to $400 per month, which allow patients the ability to save about 60% or more off the branded medications, Wegovy and Zepbound®.
Millions in investments are pouring into GLP-1 start-ups and telehealth providers, as they can reach and serve these medications in almost all states online – without an in-person consultation. Amplifying the rise of GLP-1 is the advertising push online, many by these same telehealth providers.
Many companies are utilizing social media influencers to promote GLP-1 medications on platforms like TikTok and Instagram. The ad spend from these companies, combined with high-profile celebrity weight loss stories, has vaulted these medications into the cultural Zeitgeist. For instance, in April 2024 alone, there were over 5 million searches related to ‘Ozempic,’ with terms like ‘celebrity Ozempic users’ and ‘Ozempic weight loss’ dominating online interest, reflecting the widespread fascination with these drugs, according to data from Ahrefs, a leading provider of search analytics and insights.
Recent data from Google Trends indicates a significant surge in interest for GLP-1 medications, particularly Ozempic. Between January and October 2024, searches for “Ozempic” increased by approximately 300%. Additionally, the term “Ozempic weight loss” saw a 250% rise in searches during the same period. This growing interest underscores the public’s increasing attention to these medications as weight loss solutions.
GLP-1 weight loss drugs are now talked about everywhere and by nearly everyone.
Lose weight easily and cheaply
“GLP-1s are revolutionary drugs that, for the very first time, are effectively treating obesity, and it has acutely changed the scenario of bariatric surgery,” says Manoel Galvao Neto, MD, the Director of Bariatric Research at the Orlando Health Weight Loss and Bariatric Surgery Institute.
However, GLP-1s “aren’t a magic bullet. They need to be taken long-term to maintain weight loss, and some patients seem to think they can just ‘kick start’ their journey with a few doses and then carry on as usual,” explains Dr. Seun Sowemimo, a bariatric surgeon and obesity expert in New Jersey.
“GLP-1s suppress hormones that drive weight gain, and once you stop, those hormones rebound faster than your favorite sitcom character in a plot twist, leading to weight regain,” Dr. Sowemimo continues.
A study found that patients regain two-thirds of their weight within a year after semaglutide, the GLP found in Ozempic and Wegovy. But that is not the whole story. Nausea and vomiting, diarrhea and general discomfort are some of the main side effects of using GLP-1 medications.
Impact on bariatric surgery
Bariatric surgery was once the go-to recommendation by nearly all physicians for the treatment of morbid obesity. Since the mid-2000s physicians began to see the benefits applied to those patients in lower obesity classifications giving to the rapid adoption.
Now that a less invasive and a more convenient treatment is available, however effective, less people are opting for bariatric surgery. A study found that bariatric surgery dropped over 25% in 2023.
Long-term the impact of GLP-1 on bariatric surgery is still unknown. “Bariatric surgeons will likely find themselves competing for a shrinking pool of surgical candidates, turning their expertise to related fields like general surgery. This shift may also result in fewer surgical trainees choosing to specialize in bariatrics,” argues Dr. Seun Sowemimo.
Dr. Manoel Galvao Neta, MD, sees it similarly, “bariatric procedures will be reserved for people with a more severe and resilient type of obesity, as we saw happening with cardiovascular surgery when facing endovascular procedures.”
Bariatric centers must adapt
Recently, I spoke with a bariatric surgeon in the midwest, who wanted to remain anonymous. His bariatric center was closed by their hospital this summer, due in part, to the rise of GLP-1 medications.
“We’ve seen this shift firsthand in our practice, where we’ve also embraced these weight loss medications,” says Dr. Seun Sowemimo. Many practices are expanding their offerings to include GLP-1 medications in conjunction with surgical treatments.
“We were fortunate to have been preparing for the ‘GLP-1s revolution,’” says Dr. Manoel Galvao Neta. Dr. Manoel Galvao Neta’s practice offers obesity medicine, bariatric endoscopy, and surgery as an option for patient-centric instead of procedure-centric offerings.
Change is difficult, especially in medicine, and bariatric surgeons still likely face sluggish surgical demand moving forward. Dr. Sowemimo argues, “more effective medications are on the horizon, including multi-agent options like tirzepatide. As these hit the market, we can expect prices to decrease, which might temper, but not completely eliminate, the demand for surgery.”
Bariatric surgery is still the gold standard for morbid obesity treatment. In the US alone, there are nearly 30 million people who are eligible for bariatric surgery. However, patients and medical professionals will likely seek less invasive weight loss drugs before considering bariatric surgery.
Still, bariatric surgery is still the most-proven, long-term weight loss treatment for obesity, for now at least.
Photo:mi-viri, Getty Images
Nathan Richardson is the CEO of Renew Bariatrics, a leading bariatric center, offering self-pay surgical options for patients in the United States and Canada. Renew Bariatrics has helped over 8,000 patients achieve weight loss success through their programs.
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