GLP-1 DTC Telehealth SWOT Analysis

80.4% of consideration-drivers respondents (n=312) cited "doctor recommendation and trust" as a reason they'd consider GLP-1s. This was the single most cited factor by a significant margin.

Across 528 respondents, 28.2% said "definitely" and 30.9% said "maybe" when asked if they'd consider a GLP-1 if doctor-recommended. That's a combined 59.1% addressable market.

When asked if a personalised health assessment quiz would make them more or less likely to proceed, respondents consistently said "more likely". Even cautious respondents enjoyed the quiz format.

In the funnel walk-through, the quiz stage had the lowest drop-off — most respondents who clicked the ad continued through the quiz. The major exit point was price, not the quiz.

47.4% of those who'd consider GLP-1s cited "perceived efficacy and two-birds benefit" — the idea that one medication addresses both weight and blood sugar / metabolic health simultaneously.

Surprisingly, only 4.6% of barrier respondents (n=216) cited "cost and insurance barriers" as a reason they wouldn't consider GLP-1s. The dominant barriers were perceptual — "I don't need it" (73.6%), side-effect fears (49.1%), and preference for natural approaches (39.4%).

Across every demographic tested, respondents preferred getting a GLP-1 prescription through their regular doctor rather than an online telehealth consultation. Even the one respondent coded as "telehealth" qualitatively expressed preference for their regular doctor.

When GLP-1s were framed as a "chronic weight management treatment," 56.7% reacted negatively (33.9% somewhat negative + 22.8% very negative). Only 23.6% were positive. The word "chronic" carries heavy negative associations.

When tested on willingness to persist through side effects even with alleviation measures (tips, dosage adjustments, support), 81.3% said they would not persist (n=4,460). Only 18.7% indicated they would continue.

When asked to create a health profile with medical history, medications, and weight, respondents reported low comfort. Typical score: 2-3 out of 5. Trust was conditional — they'd share with their own doctor but not with an unfamiliar online platform.

When asked to compare video formats (doctor only, creator only, doctor + creator), respondents across all ages overwhelmingly preferred doctor-only content. Creator-only content was actively distrusted.

92.5% of respondents (n=743) said they would start researching GLP-1s on Google. This was followed by their PCP (84.7%) and official health websites like the FDA (73.6%).

When the same cost was presented in different frames, reactions shifted. The $1,200/year framing triggered sticker shock and was the primary funnel exit point. Conversely, daily framing ($3.29/day) was perceived as more manageable. However, the most price-resistant respondents rejected all framings.

Nearly 1 in 5 respondents said they would use ChatGPT or AI tools to research GLP-1 medications. This already outranks friends & family (15.7%), social media (13.6%), online forums (9.6%), and podcasts (2.6%).

When asked about the value of ongoing support (side-effect tips, dietary guidance, progress tracking), medically-engaged respondents rated it moderately valuable. The most valued elements were side-effect management and dietary guidance. Community access and progress tracking were rated lower.

Millennials and Gen Z show the highest openness (64-67% "definitely" + "maybe"), while Gen X shows the most resistance (31.9% "never"). Males are slightly more open than females across all ages.

In threat-scenario testing (n=2,975), 60% indicated they would stop under scenarios involving a cheaper alternative becoming available. The support and community features built around the DTC model were not seen as sufficient reasons to stay.

In the step-by-step funnel walk-through (ad → landing page → quiz → price → profile → booking), the price reveal was the most common exit point. Respondents who engaged with the ad and completed the quiz dropped off when they saw the annual cost.

Since 80.4% cite doctor trust as their #1 driver, the doctor's recommendation works both ways. If a patient's PCP advises stopping GLP-1s — due to side effects, a competing prescription, or skepticism about DTC telehealth — patients will comply immediately.

Gen Z respondents specifically named Ozempic as a medication they'd heard "really bad" things about. The broader media narrative around GLP-1 side effects, celebrity usage, and supply shortages has created a stigma that extends to the entire class, including compounded versions.

Across multiple tests, respondents consistently rated community access, social features, and peer support as low-value. They valued clinical content (side-effect tips, dietary guidance) but not the social layer that many DTC platforms invest in.