Medifast, the parent company of direct selling organization OPTAVIA, announced the first phase of its national marketing campaign that will showcase the company’s GLP-1 medications and tailored weight loss and personalized coaching programs. The brand’s guided approach to weight management will include a collaboration with LifeMD and will ramp up in the latter half of 2024 as part of Medifast’s three-prong strategy to expand its coaching network and empower individuals to find their optimal health and wellbeing.
Medifast is expected to invest up to $30 million in the campaign in an effort to increase the brand’s visibility, drive growth, foster engagement and increase customer conversion. This new campaign will also demonstrate the impact of a monthly LifeMD subscription, which provides access to a medical provider, bloodwork, and prescription and insurance support. Combining medication with a holistic approach to nutrition, mindset and behavior change is the goal of the campaign, helping customers bridge the gap between medical intervention and holistic health.
“Rising consumer interest in GLP-1s has also brought about many questions around nutrition, muscle health and sustainability as a long-term solution for all customers,” said Dan Chard, Medifast Chairman and CEO. “We see an incredible need for support beyond the medications, including nutrition and lifestyle—which aligns to what we have been offering for more than 40 years. In addition, we recognize significant demand for guidance from a coach and clinician. We see this marketing campaign as a way to increase education around medical weight loss, highlighting the importance of taking care of one’s whole self, no matter the journey one chooses.”
