Medifast Continues Business Transformation, Launching National Marketing Campaign Promoting its Holistic Offering for Customers Utilizing and Considering Weight Loss Medications

Medifast (NYSE: MED), the health and wellness company known for its habit-based and coach-guided lifestyle solution OPTAVIA, today announced the launch of the first phase of its multimillion-dollar national marketing campaign. The campaign will highlight OPTAVIA’s new offering in collaboration with LifeMD, the GLP-1 Lifestyle Program, a holistic approach to medical weight loss specifically tailored to support the needs of those utilizing GLP-1 medications. This robust offering, incorporating OPTAVIA’s lifestyle and personal coaching program, provides a comprehensive solution for individuals seeking a guided approach to weight management and who are committed to embarking on a life-changing health journey.

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(Graphic: Medifast)

Through an investment of up to $30 million in company-led marketing efforts, Medifast is committed to driving growth and enhancing brand visibility. This high-profile national campaign, led by internationally acclaimed marketing and advertising powerhouse Dentsu Creative and leading global digital-first media agency iProspect, aims to elevate brand awareness, foster engagement and drive customer conversion, and comes on the heels of the integrated agencies winning the OPTAVIA business following a competitive review. With a multi-phase, omnichannel approach, the campaign will introduce new consumer and coach-facing branding and visuals, and elevate the website, social and digital experience.

Medifast’s investment is planned to ramp up in the second half of 2024 and form the foundation of the company’s strategy to return to growth, broadening and deepening its acquisition channels. This aligns with the company’s three strategic growth pillars – robust marketing initiatives, coaching network expansion and strategic collaboration with LifeMD – to empower individuals on their journey to optimal health and wellbeing.

“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. 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,” said Dan Chard, Chairman and CEO of Medifast. “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.”