Developed as a diabetes treatment, Ozempic is better known for its viral success as a weight loss drug.
As part of a new podcast series, TDA has been investigating the growing popularity of telehealth providers who prescribe medications like Ozempic, and popular alternatives Wegovy and Mounjaro.
Health experts say they’re concerned that the growing popularity of these drugs via telehealth could mean convenience and profit are being prioritised over patient care.
In particular, they’ve warned some prescribers are promoting “unsafe dieting practices” in their messaging.
Background
Ozempic is the brand name of an injectable medication, originally developed to treat diabetes. It’s a ‘semaglutide’ and belongs to a family of drugs called GLP-1s.
Dr Michael Bonning from the Australian Medical Association said GLP-1s “slow gastric emptying, so you feel fuller, faster... You ended up with people losing significant amounts of weight.“
He told TDA that side effect means “these drugs have become increasingly popular for an indication that they weren't originally put on the market for.”
Poll
TDA’s new podcast series ‘Investigating Ozempic’ explores the increased demand for GLP-1s and their broader impacts.
Around 25,000 followers answered a TDA poll earlier this year.
We asked respondents if they had used Ozempic (or a similar drug) before. More than one in ten said yes. Of those who hadn’t, nearly half said they want to/have previously wanted to try GLP-1s.
However, the popularity of drugs like Ozempic isn’t without controversy. Experts, patients, and advocates paint a complex picture.
Juniper
TDA took a closer look at major Australian telehealth provider Juniper during our investigation. Former patients have accused the platform of careless prescribing practices and potentially harmful marketing tactics.
Juniper strongly denies any allegations of wrongdoing, and some claims may not relate to its current processes.
While it’s not the only virtual health provider that prescribes weight loss medications in Australia, a clear pattern emerged amongst the large volume of audience feedback we received, which put Juniper in a category of its own.
Sarah said she became “fixated” on how much weight she was losing after being prescribed weight loss medication through Juniper when she was 24.
“I was weighing myself two or three times a day. It really turned into more of an eating disorder,” Sarah told TDA.
When she wanted to cancel her subscription, Sarah said Juniper’s follow-up marketing – including regular texts and emails with limited-time offers and discount codes – made it hard to walk away.
“ They’re really, really playing to your weaknesses. I still get targeted with [Juniper] ads… It’s all very on the nose for me,” Sarah said.
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Some health experts have criticised Juniper’s marketing strategy, including ads suggesting patients can “save money” on food by using weight loss medication.
For example, a Facebook ad showing what looks like a real conversation between two users. One says that since starting medical weight loss, they are “spending sooo much less on food”.
In reply, another commenter says: “My takeaway bill monthly was more than Juniper… I’m saving money”.
Source: Meta Ad Library
Juniper defended the ad to TDA, which it said “depicts an exchange which was inspired by real conversations between members of the Juniper online community.”
The platform describes saving money on food as a “genuine benefit experienced by Juniper’s patients,” and a “legitimate angle to canvas in Juniper’s messaging.”
Melissa Wilton from the Butterfly Foundation told TDA it’s “exploitative” to suggest that people could “save more money through accessing weight loss medications instead of accessing food... considering our current cost of living crisis.”
Personalised graph
Juniper’s comments did not clarify whether its marketing strategy is in alignment with the latest harm-minimisation advice from eating disorder experts.
TDA also asked Juniper about its online screening survey, which shows users a personalised graph projecting how much weight they could lose, if they sign up to Juniper’s program — regardless of their BMI (the metric the platform and other providers use to determine patient eligibility).
The next step in the prescribing process is to book a phone consult with a Juniper practitioner. Users are required to pay a refundable deposit to proceed to this stage.
Juniper says “TGA regulations mandate a minimum BMI and a health-related weight condition” in order to prescribe someone weight loss medications.
However, after completing the questionnaire, some users receive daily follow-up emails, texts and promotional offers — even if they are ineligible for treatment.
TDA asked Juniper why it markets to patients who are ineligible for treatment.
It said: “We accept TDA’s concerns in relation to this specific graph and are in the process of amending it so that it does not display an initial weight which falls within a healthy BMI range.”
Response
Butterfly Foundation spokesperson Melissa Wilton warns these promotions “can be highly triggering” for people with/at risk of developing an eating disorder.
“Some of these companies are skirting the law and need to be made accountable,” she told TDA. Similar concerns were noted by food and nutrition scientist Dr Emma Beckett.
The national eating disorder charity “strongly recommends” anyone considering these medications speak (in person) to a healthcare professional “who understands eating disorders and is able to provide tailored advice”.
Butterfly Foundation: 1800 33 4673
