The rising costs of weight loss drugs such as Ozempic and Wegovy are changing the way employers approach employee health and wellness. With prices reaching into the thousands of dollars per year per employee, these medications are forcing companies to consider alternatives—and nutrition counseling startups are emerging as an unlikely beneficiary.
A New Prescription for Weight Loss
Employers nationwide are trying to figure out how to provide viable weight management options without blowing their benefits budgets. Many weight loss medications, often seen as breakthroughs, are prohibitively expensive, even for robust health plans. Estimates put the cost for one of the most popular drugs, Wegovy, above $1,300 monthly, not including doctor visits and follow-up care.
For many employers, the solution isn’t to cut off access to these medications but to implement additional measures. More companies are making nutrition counseling or lifestyle coaching a requirement for accessing the drugs. The goal? To address the root causes of weight management issues and maximize the long-term benefits of treatment.
Nutrition Startups Seize the Opportunity
This is a significant opportunity for startups focused on nutrition counseling and wellness coaching. Companies like Noom, Calibrate, and other rising stars are stepping in to fill this gap by offering programs aimed at helping employees with their weight loss journey. These startups provide personalized nutrition plans, behavioral coaching, and ongoing support—services designed to augment or even replace weight loss medications.
“Employers are recognizing that medications alone aren’t a silver bullet,” says Sarah Collins, founder of a wellness startup that partners with corporate benefits programs. “By addressing nutrition, behavior, and lifestyle, we’re seeing more sustainable results—and it’s often far more cost-effective.”
Balancing Costs and Care
For employees, it can feel like just one more hoop to jump through. Proponents say it’s a crucial step in making success stick. Studies have shown that medication paired with dietary and lifestyle changes boosts weight loss significantly and cuts the risk of regain.
From the employer’s perspective, this also makes financial sense. Most nutrition counseling programs cost a fraction of what a company would have to pay out for weight loss drugs alone. By reducing reliance on expensive medications, employers can keep costs at bay while still contributing to the health objectives of their workforce.
The Human Side of Weight Loss
For employees navigating weight loss, the added layer of nutrition counseling can be very personal. Many appreciate the one-on-one support and tailored guidance that go beyond just the transactional nature of picking up a prescription.
“It’s not just about losing weight,” says Maria Lopez, who took part in a nutrition program through her employer. “It’s about learning how to live healthier and feel better every day. The counseling helped me understand my habits and make changes that really stick.”
A Win-Win for Wellness
While the cost of weight loss drugs is prohibitively high, it has also sparked creativity in the corporate wellness space. Employers are reaping financial benefits by encouraging a more holistic approach to health and, in the process, creating healthier, happier employees. Meanwhile, nutrition and wellness startups continue to thrive, offering creative solutions that meet companies and people’s needs.
The landscape of weight management keeps on changing, but one thing is for sure: the conversation is shifting. It is no longer about the number on the scale or dollars in a budget. It’s about finding sustainable, human-centered solutions that work for everyone.