Once described as obesity medicines for 'patients,' GLP-1s are increasingly lifestyle drugs for 'customers'

By Elaine Chen Sept. 28, 2026 Chen, a national biotech reporter, is the co-author of The Readout , a newsletter about the business, science, and politics of biotech. Elaine’s stories explore the boom in new obesity treatments, new drug payment models, the ways companies are affected by FDA changes, and the emerging psychedelics drug sector. She co-writes The Readout newsletter , and co-hosts STAT’s weekly biotech podcast, The Readout Loud .

You can reach Elaine on Signal at elaineywchen.70. Blockbuster GLP-1 drugs have transformed the lives of millions of people. Lately, they’re undergoing a makeover of their own.

Once promoted as tools to address obesity as a medical issue, GLP-1 drugs are increasingly being seen — and marketed — as a way to look and feel better generally. And, as the pioneer in the field, Novo Nordisk, in particular, has leaned into the shift. In advertisements around the world, the company has trotted out slogans like “Live lighter” and “Summer Glow Up.” On its website, Novo no longer labels its treatment, Wegovy, as a “weight management” drug or “anti-obesity” medicine, but instead as a “weight loss” drug.

And the company now often refers to the people who take its drugs less as “patients” and more as “customers.” STAT+ Exclusive Story Already have an account? Log in This article is exclusive to STAT+ subscribers Unlock this article — plus daily coverage and analysis of the pharma industry — by subscribing to STAT+. Already have an account?

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Source: STAT