In today’s edition of CEO Daily, Diane Brady engages in an insightful conversation with Zachariah Reitano, the CEO of telehealth company Ro, who is making waves with the company’s debut Super Bowl advertisement centered on GLP-1 medications. This year, the Super Bowl ads seem to embrace a wellness theme, with several brands promoting health-related products. Notably, Oikos emphasizes protein, Raisin Bran features gut health with headlines from William Shatner, and Liquid Death markets hydration, while PepsiCo highlights its probiotic beverages.
Reitano’s advertisement features renowned athlete Serena Williams, who shares her personal experience with GLP-1 medications, detailing improvements in her mobility, cholesterol levels, and overall health. The innovative approach here is to shift the narrative from merely regarding GLP-1s as weight loss solutions to recognizing them as essential components of long-term health and wellness. “People constantly hear about the weight loss component, but we wanted to tell 100-plus million people that these products can do that and also so much more for your underlying health,” Reitano remarked.
The rising prominence of GLP-1 drugs has positioned them as pivotal players in the health care sector, labeled by some as the “first true longevity drugs.” With costs for uninsured patients dropping as low as $149 a month for pill versions, the conversation is beginning to address the stigma associated with their use for obesity.
While the growing acceptance of GLP-1s could pave the way for broader usage—impacting over 10% of annual health care claims for U.S. employers—there are challenges. Recent decisions by states such as California and Pennsylvania to halt Medicaid coverage for GLP-1s focused on weight loss and the imposition of restrictions by various insurers highlight ongoing hurdles in accessibility.
Ro isn’t the only firm investing in this narrative. Its competitor Hims & Hers has also highlighted the utility of GLP-1s, framing them as a right rather than merely a remedy. Last year, Hims & Hers took a bold stance in its Super Bowl ad, questioning the pricing strategies of the drug manufacturers. This year, their campaign is aimed at affluence, emphasizing that “rich people live longer.”
As the Super Bowl approaches, the spotlight on health-focused advertisements marks a notable shift in corporate messaging, potentially encouraging consumers towards healthier choices while challenging existing stigmas around medical treatments for obesity.