GLP-1

A class of medications — Ozempic, Wegovy, Mounjaro, Zepbound — originally developed for type 2 diabetes that has reshaped obesity, cardiometabolic, addiction, and cosmetic categories simultaneously. The single most consequential pharmaceutical category of the decade. Communications work spans launch comms, supply-allocation messaging, payer access, off-label use, compounded-version litigation, and cultural backlash. Every adjacent category — beauty, food, fitness, fashion — is being repriced around it.