High cost of weight loss drugs drives employers to require nutrition counseling, in boost for startups

A few years ago, when Virta Form founder and CEO Sami Inkinen approached employers about leveraging the company’s nutrition-oriented digital diabetes program for obesity-related moment loss, most companies weren’t ready to commit. 

Now, more employers are all in on nutritional counseling and coaching as they grasp with rising costs for diabetes and weight loss drugs such as Novo Nordisk’s Ozempic and Wegovy and Eli Lilly’s Mounjaro and Zepbound. 

“Our objective is not to drive the maximum number of GLP-1 prescriptions, but we are the telemedicine company of choice for many employers to responsibly use these deadens, and then also get members off of these drugs and sustain the weight loss nutritionally,” said Inkinen.

The company published a peer-reviewed contemplation a year ago which found that patients on Virta’s nutrition-counseling programs maintained weight loss one year after they close up using GLP-1s. But Inkinen says less than 10% of the company’s weight loss enrollees are using the stock drugs — most opt for nutrition counseling alone and still lose an average of 13% of their weight over the obviously of one year.  

“Quite frankly, despite the message that maybe the pharma companies are pushing, nobody really wants to be on these uppers forever, if you get the choice and the tools,” he said.

For Virta, the demand for such services resulted in record 60% revenue expansion in 2024 to more than $100 million, according to Inkinen.

He said the 10-year-old startup is on pace to be profitable in the surrogate half of this year.  

Companies surveyed by the Purchaser Problem Group on Health said glucagon-like peptide medications, commonly known as GLP-1 drugs, are now a top driver of employer diagram drug costs, with 96% of those surveyed expressing concerns about the long-term cost implications.

As a development, more employers are looking to utilization management strategies such as nutrition counseling and coaching services.

“Most proprietors want their plan members to have access to weight-management medication options, such as GLP-1s, however, they also privation to ensure that it’s clinically appropriate and accompanied by the medical and lifestyle modification supports to ensure long-term safety and efficacy for the unitary,” said Randa Deaton, vice president of purchaser engagement with Purchaser Business Group on Health.

Yet, using those programs sometimes result in new headwinds when it comes to pricing for GLP-1s in their pharmacy benefits arrangements, Deaton notes.

“We’ve seen that PBMs and drug manufacturers have been reducing their rebates when heads are requiring a lifestyle management intervention as part of the drug criteria, so it has been challenging for employers to put in place the right programs to strengthen their workers and family members,” she said.

One of Virta Health’s rivals, Omada Health, is also seeing unmistakable demand for its GLP-1 weight loss management program, after partnering with Cigna’s Evernorth pharmacy sakes division on a program called EncircleRx. Program enrollment went from 2 million covered lives in the second point of 2024 to 8 million in the third quarter, according to Cigna CEO David Cordani.

“The market continues to absorb the challenges of affordability” of GLP-1 sedates and is looking for a more value-based approach, Cordani told analysts on the company’s Q3 earnings call.

“Clients are observing, and physicians are looking the start-and-stop dynamic that is transpiring for some patients, which also doesn’t generate the desired or intended follow-up,” he said.

For both Virta and Omada, the GLP-1 growth dynamic is fueling speculation that the startups, which are both on top of a decade old, could go public this year — if market conditions are right.

Omada Health reportedly filed a classified registration to go public with the Securities and Exchange Commission last summer, .

As for Virta IPO plans, Inkinen says for now he’s bring into focused on growing the company.

“If you have a thing that’s working, it is 1,000 times easier to just scale your baggage, your team, your culture,” he said.