Among the biggest recent headline grabbers in the employee benefits space is the rapidly rising popularity of expensive GLP-1 drugs for weight loss—challenging employees to meet employee demand while containing soaring costs. But what exactly is driving so many Americans to consider GLP-1s?
According to new research, direct-to-consumer health advertising is playing a significant role. Maven Clinic’s State of Women’s & Family Health Benefits Report found that 61% of employees took action after seeing an advertisement for GLP-1s—often before consulting with a physician or an employer-sponsored benefit program.
“Consumer health trends are no longer peripheral—they’re actively shaping how employees make care decisions,” researchers write. “This shift is raising new expectations of employer benefits, even as organizations work to balance clinical appropriateness, cost and long-term outcomes.”
As GLP-1s have gained steam in recent years, consumer messaging has exploded. Maven found that 70% of survey respondents see GLP-1 ads at least monthly; 58% report seeing such advertising at least weekly.
After being exposed to such ads, 40% looked online or used an AI tool to get more information, while about one-third said they spoke with their doctor. Thirteen percent bought the medication themselves without consulting their physician.
“Employees aren’t waiting for benefits cycles to catch up; they’re making health decisions based on what they see online,” wrote Neel Shah, chief medical officer at Maven, in the report. “That shift has created real urgency for employers.”
Meeting the demand for coverage is becoming more complicated. Maven found that 47% of employees want their employer to cover the drug. Yet, the advertising that employees are being exposed to often lacks critical context needed to aid healthcare choices—and the support to navigate those decisions. “Coverage alone” isn’t the answer, the report suggests. Instead, HR should focus on benefits design that prioritizes education, clinical context and navigation support.
“The opportunity now is to move beyond coverage alone and offer trusted, evidence-based guidance,” Shah said, “that helps employees navigate new treatments safely, thoughtfully and with long-term outcomes in mind.”
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