The Viral Side of Wellness: Lessons from GLP-1s

Medications don’t usually go viral. But GLP-1 medicines (GLP-1s) have done just that,  flooding social media feeds, permeating our cultural zeitgeist, and rapidly reshaping how people think about their health and wellness journeys.

Celebs are name-dropping prescriptions in interviews. Influencers are showcasing before-and-after journeys on Instagram. TikTok videos with the tag #ozempic have pulled in hundreds of millions of views.

The trend goes beyond product hype. It marks a significant shift in how consumers access and act on health information. Today, content creators, influencers, and social media networks are some of the most powerful voices guiding health decisions. Combined, they represent a new, tech-first counterpart to traditional healthcare systems.

How can brands show up to these digital conversations authentically? The answer lies in accurate, engaging storytelling that balances reach and responsibility.

Healthcare + hashtags: What happens when health trends go viral?

Many consumers turn to social platforms for their healthcare and wellness needs, often before consulting doctors, WebMD, or pharmaceutical websites.

In fact, 56% of younger consumers currently use TikTok for health and wellness advice. Surprisingly, this trend isn't limited to Gen Z. 9 out of 10 Americans have used Facebook, X, YouTube, and other social media sites to search for health information.

It’s part of a broader shift toward the “consumerization of care,” where patients act more like informed consumers and expect brands to deliver convenience, transparency, and relevance across every channel.

From telehealth platforms and 24/7 chat to online provider networks, digital tools have made it remarkably easy for patients to take action and receive care, almost instantly. The convergence of consumer health offers a huge opportunity, but it also comes with a big responsibility.

To make an impact, brands need to go beyond simply sharing information. By enabling patients to ask questions, spark conversations, and even begin care digitally, they can build stronger wellness communities, deliver accurate education, and create meaningful connections that meet patients where they are.

When the conversation is already happening online, health brands need to start there, too.

A case study: GLP-1s

Originally approved to treat type 2 diabetes, GLP-1s like Ozempic, Mounjaro, and Eli Lilly’s new daily GLP-1 pill quickly gained popularity for their weight-related health outcomes. But what truly accelerated their rise was the power of digital storytelling.

As GLP-1s have moved from clinical settings into mainstream culture, social media became a catalyst for awareness, representation, and access. For many, seeing people with similar health experiences (managing chronic conditions, navigating weight stigma, or exploring new treatment paths) offered a sense of recognition and possibility often missing from traditional healthcare marketing.

Of course, the drugs’ rapid rise in popularity hasn’t come without complications. The same platforms that spotlight diverse, relatable narratives can also flatten the complexity of care.

Influencers that promote GLP-1s may oversimplify these products as fast-track weight-loss solutions safe for anyone wanting to lose a few pounds, while skipping over important nuances like clinical guidance, potential side effects, and long-term health implications.

The takeaway is clear: We shouldn’t (and, frankly, can’t) avoid health trends on social media, but we do need to engage more thoughtfully.

The need for responsible, contextualized storytelling

Conversations about GLP-1s (or any treatment, for that matter) must be grounded in responsible, contextualized storytelling.  When handled responsibly, digital platforms can expand access, meet patients with empathy, and support healthier decisions.

That means not only acknowledging potential benefits, but also any medical considerations, individual variability, and cultural dimensions tied to weight, body image, and access to care. And brands should be pressure testing their digital strategies to help achieve this goal.

Modern healthcare brands need a more intentional approach to social media, one that views every post, video, and comment as an opportunity to build credibility, educate, and strengthen trust. In doing so, they empower people to make the health decisions that are right for them.

3 strategies to build trust on social media & beyond

For healthcare, pharma and life science brands, this means ensuring that all content, no matter the channel, is rooted in medical and scientific accuracy first. From that foundation of truth, I see three key considerations for brands looking to harness viral momentum while remaining rooted in empathy, accuracy, and responsible care.

1. Enhance personalization through thoughtful partnerships

Health decisions are deeply personal and often highly emotional. Your content should be as well. Generic messaging? We’re scrolling past that.

Consumers want to hear from real, relatable people who understand their specific journey, whether it’s someone managing PCOS, navigating postpartum wellness, or living with a chronic illness. In fact, 92% of consumers trust peer recommendations more than brand messaging, a best practice that applies to health and wellness spaces, too.

Investing in partnerships with creators and influencers who can speak to niche audiences with greater authenticity and care is a powerful strategy to boost the personalization of your marketing efforts. In particular, look for voices like healthcare professionals, patient advocates and patients who can contextualize health information via real-world stories and perspectives.

2. Pair accessibility with accuracy

Social platforms are full of people asking about symptoms, side effects, rumors, and medication concerns. Just look at the surge in TikTok videos tagged “Is Ozempic safe?” or the growing volume of posts dissecting mental health meds like SSRIs.

People are looking for answers they understand and trust. You can help fill this gap by offering scientifically grounded, transparent information, alongside accessible resources that build long-term trust and brand loyalty. This is especially important in light of recent breaches in consumer trust, like the influencer who gained a large following documenting her weight loss journey, only to reveal later that she had been using a GLP-1 medication the whole time.

Brands (and the influencers they work with) must communicate with clarity and ample context around who a treatment is designed for, how it works, and what users should realistically expect. Creators must be equipped with accurate messaging and clear boundaries to ensure content is compelling and consistent with the information people may encounter beyond social platforms.

3. Balance risk aversion & responsiveness 

Yes, social media is messy and that can be particularly challenging in a heavily regulated industry like healthcare. But that’s not a reason to stay silent. While regulatory needs often require disabling comments or limiting engagement, brands can still participate meaningfully. Staying silent altogether creates a vacuum where misinformation can thrive.

Patients expect to be heard. Your brand should be present, even when you can’t provide complete answers. With the right guardrails, you can participate meaningfully in social spaces while staying compliant.

It starts with building the right infrastructure: structured content review workflows, trained community managers, and clear protocols for engagement. These systems ensure your brand can respond quickly, stay on message, and navigate compliance without sacrificing connection.

How to show up when healthcare goes viral

The GLP-1 boom offers a timely opportunity to reflect on how critical tech-forward marketing strategies are to blending together the best parts of viral momentum, health marketing, and clinical credibility.

Social media and influencer content can strengthen the connection between your brand and patients, opening the door to educate and empower people on their own terms, especially when navigating complex health issues and wellness. In moments like these, brands have a unique opportunity to lead with integrity, build trust, and create growth that benefits both consumers and the business.

Ultimately, it comes down to how your brand chooses to show up in the conversation.

"Avoiding these spaces altogether means a missed opportunity to meet patients where they’re already seeking and sharing health information."