Medifast, the health and wellness company known for its habit-based, coached lifestyle solution OPTAVIA, today announced the launch of the first phase of a multi-million dollar national marketing campaign introducing OPTAVIA’s new GLP-1 Lifestyle Program in collaboration with LifeMD, a holistic approach to medical weight loss tailored specifically to support the needs of those taking GLP-1 medications. Incorporating OPTAVIA’s Lifestyle Program and Personal Coaching Program, this powerful offering provides a comprehensive solution for individuals seeking a guided approach to weight management and committed to embarking on a life-changing health journey.
Medifast is committed to investing up to $30 million in self-led marketing efforts to drive growth and increase brand awareness. Led by internationally acclaimed marketing and advertising powerhouse Dentsu Creative and leading global digital-first media agency iProspect, the high-profile national campaign aims to increase brand awareness, drive engagement and boost customer conversions and comes shortly after the integrated agency was awarded the OPTAVIA business following a competitive review. The campaign will take a multi-phase omnichannel approach and will introduce new branding and visuals for consumers and coaches, as well as evolve its website, social media and digital experiences.
Medifast’s investment is expected to grow in the second half of 2024 and will form the foundation of the company’s strategy to return to growth, broaden and deepen its acquisition channel. This is aligned with the company’s three strategic growth pillars: strong marketing initiatives, expanding coaching network and strategic collaboration with LifeMD to support individuals on their journey to optimal health and well-being.
“Increased consumer interest in GLP-1 also raises many questions about nutrition, muscle health and sustainability as a long-term solution for all customers. We see a great need for non-pharmaceutical support, such as nutrition and lifestyle, which aligns with what we’ve been providing for over 40 years. Additionally, we see a great demand for guidance from coaches and clinicians,” said Dan Chard, chairman and CEO of Medifast. “We see this marketing campaign as a way to further education on medical weight loss and highlight the importance of taking care of yourself holistically, whatever path you choose.”
The marketing campaign promotes the new GLP-1 Nutritional Support Kit, which provides nutritional support to people taking weight loss medications. The kit is available for $217.15 per month by subscribing to the auto-ship program OPTAVIA Premier (retail price $242.15). The kit includes two OPTAVIA ACTIVE Whey Protein Powder products and five boxes of OPTAVIA Fueling, a scientifically designed, portion-controlled, high-protein fortified food. The products were developed by Medifast’s Scientific and Clinical Operations and Research and Development departments. Whey Protein Powder is intended to help individuals maintain muscle mass, while OPTAVIA Fueling is intended to provide the right nutrients and satisfy hunger, making OPTAVIA products an ideal complement to weight loss medications.
The campaign also highlights LifeMD’s monthly subscription, which includes access to medical providers, blood testing, prescriptions and insurance support, with the goal of showcasing how OPTAVIA and LifeMD’s comprehensive services can help people considering medical weight loss, already taking GLP-1 medications or looking for a solution as they wean themselves off medications, naturally lead a healthier lifestyle.
“Beginning a weight loss journey is a commitment to self-improvement that goes far beyond the number on the scale,” Dan continues. “It’s about cultivating lasting habits that empower individuals to live their most fulfilling and healthy life. While GLP-1 is a valuable tool, sustainable weight loss requires more than medication alone; a holistic approach that includes nutrition, mindset and behavior changes is required. Rooted in the support of both coaches and clinicians, our solution uniquely bridges the gap between medical intervention and holistic health by prioritizing these lifestyle changes that help provide a successful pathway to overall health.”
As medical innovations advance, Medifast will continue to work hard to develop additional products and supplements designed to meet consumers’ evolving needs.
Helping customers establish healthy habits has been Medifast’s focus for over 40 years. With personalized support from independent coaches, 90% of whom were originally customers themselves and have likely had similar experiences, OPTAVIA offers effective guidance on your weight loss journey. Coaches help customers achieve their health goals, based on authentic human connections to make a healthy lifestyle second nature.
