Marketing “Ozempic Makeovers”

The term “Ozempic face” is arguably rivaled in cultural prominence only by the term “AI” currently. The rapid increase in interest surrounding semaglutide (Ozempic, Novo Nordisk) and other weight loss medications demands clinical expertise and resources. Practices offering these treatments must effectively market their expertise, resources, and services in a way that distinguishes them from their competition.

AUDITING AND EDITING
To improve marketing and communications for weight loss-related services, practices should ensure that content on their websites and social media channels remains current, relevant, and aligned with the services most commonly used in makeover procedures associated with weight loss related to GLP-1 RA use. Given the rapid growth in the number of Americans using or considering these medications, these treatments should be acknowledged on main services pages.¹ These primary services pages can also serve as a foundation for presenting new content related to “Ozempic makeovers”.

Rather than creating entirely new educational materials, practices can integrate new information into existing pages in an efficient, non–resource-intensive manner. An easy way to reframe these pages is to envision a conversation with a patient who has experienced weight loss and is now seeking solutions to recontour their new, smaller body. What are some of the misconceptions patients have had about these services? Dispel them. What common questions do patients ask? Create a “Frequently asked questions” page that answers them.

UNDERSTANDING THE AUDIENCE
The expanding availability of Ozempic and other glucagon-like peptide-1 receptor agonists (GLP-1 RAs) is prompting new populations to examine plastic surgery options. To produce content that resonates with these individuals, it is essential to understand their goals. Approximately 16.8% of American men aged 50 to 64 years self-reported using these weight loss drugs, compared with 20% of women in the same age group.² Among individuals 65 or older, men reported using GLP-1 RAs at a higher rate than women (13.5% vs 12.8%).

These trends are reflected in plastic surgery statistics from the American Society of Plastic Surgeons (ASPS). Although women generally make up the majority of patients overall, the ASPS notes that men receive 10% of lower body lifts and 5% of thigh lifts, increasing from 5% and 3%, respectively, in previous years.3 “With an increasing number of individuals looking into GLP-1 RAs for weight loss,” the ASPS said, “a greater number of men might seek out weightlifting to tackle body concerns related to weight loss.” Therefore, content on the website and elsewhere should feature photographs of male patients and provide a male perspective. Fresh content can be developed that relates directly to men, exploring topics such as how male bodies tend to store fat, and the unique complications and challenges that men may face after significant weight loss.

BEING INTENTIONAL
In this environment, Ozempic makeover-oriented content must hold a prominent place on marketing calendars. The calendar should be nimble enough to account for fast-moving trends. What was planned for a year ago may require some updating to account for the growth in interest and use of GLP-1 RAs, as well as for the emergence of next-generation weight loss medications.^1,4

Relevant services should be added to the regular rotation of newsletters and email blasts. A dedicated space or hub on the website can be offered to direct users to post-weight loss solutions. Adding content, little by little, to a new section can make the task seem less daunting. Built-in accountability can be created by establishing clear deadlines and assigning responsibility to specific team members or vendors for developing timely content. A microsite could be considered to draw attention to this particularly high-value and in-demand service.⁵

SHOWING, RATHER THAN TELLING
Thinking in terms of multimedia content should be standard practice. Marketing materials should feature authentic images of real patients and reflect the diversity of the patient population. The increase in interest in and use of weight loss medications is not limited to women or older individuals: 14.5% of 18- to 49-year-old individuals have reported using GLP-1 RAs. Photographs and videos should include a variety of different patient types, not solely postmenopausal women.²

When developing print content, it is helpful to think in terms of showing, not telling. Word pictures can be created when describing available techniques or technologies. Communication strategies or word choices that resonate well in the offline world, when meeting patients face-to-face, will likely also resonate in the online world. Content should be highly visual or illustrative, and always accessible to the average person.

As appropriate, any unique, complementary, or relevant expertise of practices or providers should be highlighted. Nonsurgical services should be marketed. The ASPS notes that 41% of people taking GLP-1 RAs for weight loss are considering nonsurgical procedures, compared with 39% considering surgical procedures.³ Wellness or weight loss management solutions and services offered by the practice should be highlighted. Given the nature of GLP-1 RAs, an interdisciplinary approach with obesity medicine specialists and other physicians may be offered and highlighted.

This approach conveys a crucial message to patients about continuity of care and the role of their providers in supporting long-term outcomes, health, and quality of life.

1. PricewaterhouseCoopers (PwC). GLP-1 trends and impact on business models. PwC. Published 2024. Accessed February 25, 2026. https://www.pwc.com/us/en/services/consulting/business-model-reinvention/glp-1-trends-and-impact-on-business-models.html

2. RAND Corporation. New Weight Loss Drugs. RAND Corporation; Published 2025. Accessed February 25, 2026. https://www.rand.org/pubs/research_reports/RRA4153-1.html

3. American Society of Plastic Surgeons. 2024 plastic surgery statistics report. American Society of Plastic Surgeons; 2024. Accessed February 25, 2026. https://www.plasticsurgery.org/documents/news/statistics/2024/plastic-surgery-statistics-report-2024.pdf

4. The Pharmaceutical Journal. Beyond GLP-1: the next wave of weight loss medication innovation. Pharm J. Published 2024. Accessed February 25, 2026. https://pharmaceutical-journal.com/article/feature/beyond-glp-1-the-next-wave-of-weight-loss-medication-innovation

5. Forbes Communications Council. What are microsites and do they belong in your marketing strategy? Forbes. Published March 31, 2021. Accessed February 25, 2026. https://www.forbes.com/councils/forbescommunicationscouncil/2021/03/31/what-are-microsites-and-do-they-belong-in-your-marketing-strategy/