GLP-1s Opened the Door, Hims & Hers Says Personalization Holds the Key

In the wake of its high-profile split with Novo Nordisk, Hims & Hers’ Dr. Craig Primack is making a pointed case: for optimal results and lasting change, weight loss care should be personalized, not just prescribed

The GLP-1 gold rush is changing everything: how Americans lose weight, how investors bet on health and how digital platforms compete. But behind the headlines and hype is a more nuanced question: how do you make this moment last?

It’s a pressing question not just for patients turning to weight loss medications but also for providers, from digital health platforms to emerging “gym-as-clinic” fitness operators now offering GLP-1s as part of the membership package.

For Dr. Craig Primack, head of weight management at Hims & Hers and a leading voice in obesity medicine, the answer starts with personalization.

“Lasting weight loss comes from focusing on the individual, not just the condition,” said Dr. Primack, who has 20 years of clinical experience in obesity medicine.

That mindset is central to Hims’ clinical model, which prioritizes individualized care plans customized to each patient’s goals, health history and side effect tolerance. Dr. Primack believes this level of personalization is essential to helping people stay on treatment and achieve real results.

“Personalized treatment plans are a powerful part of modern obesity care that allows clinicians to tailor care to individuals’ needs,” he said. “And while GLP-1s and other weight loss medications are a powerful part of a personalized treatment plan, they are just one part of a comprehensive approach.”

That approach, he added, must include more than medication. “To achieve enduring success, these medications must work in harmony with movement, nutrition and fundamental lifestyle changes,” Dr. Primack said.

Not a Shortcut, But a Lifeline

As GLP-1s move further into the cultural spotlight, bolstered by celebrity users and TikTok testimonials, Dr. Primack says the conversation needs a reset. Obesity, he points out, is still widely misunderstood—often reduced to personal willpower or vanity—and that bias shapes how treatments are perceived.

“Obesity is a chronic disease that impacts over 40% of Americans and leads to 500K deaths every year,” he said. “GLP-1s are incredible innovations delivering life-changing results for people who have, in some cases, spent a lifetime battling their weight. They finally have treatment that works. These medications are not an ‘easy way out’; they are a lifeline.”

By offering care virtually, Hims & Hers is on a mission to reduce stigma as well as logistical barriers. “One of the beautiful things about a digital platform like Hims & Hers is that people can seek access to seamless, discreet care that works,” Dr. Primack said.

Still, he acknowledges the role of the broader health and wellness ecosystem in helping patients succeed. He urges fitness operators, corporate wellness programs and digital health players to meet users “exactly where they are, supporting them every step of their evolving weight loss journey.”

Meeting the Moment

For Hims & Hers, personalization isn’t just a clinical imperative; it’s becoming a consumer expectation.

“In fact, as of May of this year, 60% of our subscribers are utilizing a personalized treatment plan,” Dr. Primack said. “It’s no longer enough to offer a standardized, one-size-fits-all approach. Personalized care is a medical necessity.”

Dr. Primack expanded on that stance in a recent editorial, urging the industry to treat obesity as the complex, chronic disease it is and not a matter of willpower. In the piece, he shares the stories of three patients whose individualized plans helped them manage side effects, stay consistent and reclaim their health.

The editorial arrives at a notable moment for the company. As Hims & Hers continues to expand its personalized care offerings, it has also navigated shifts in industry relationships. In June, Novo Nordisk ended its partnership with the telehealth company, citing concerns over its continued offering of compounded semaglutide, which the drugmaker said could pose risks to patient safety. Hims & Hers has disputed that characterization, with CEO Andrew Dudum stating the company faced pressure to prioritize branded Wegovy over individualized care decisions. The company continues to offer Wegovy to its patients at retail price.

Despite the public split, Hims & Hers is pressing forward with its personalization strategy. As more patients opt in to this tailored approach, the telehealth giant is investing in infrastructure to support long-term success. Each user has 24/7 access to a care team, educational resources and medication adjustments designed to reduce dropout and improve outcomes. That flexibility, Dr. Primack said, can be the difference between short-term wins and lasting results.

“The vast majority of customers on weight loss treatments through Hims & Hers are sticking with their plans after one month, signaling that they’re building healthier habits, staying committed to their journey and making meaningful progress toward their goals,” he said.

The company’s growing weight loss segment is part of a broader expansion. Hims & Hers now serves more than 2.4 million customers across mental health, dermatology and sexual wellness. That expansion isn’t limited to the U.S. market. In a move that signals its global ambitions, Hims & Hers has acquired Zava, a European digital health platform with more than a million active users, in an all-cash deal that closed this month. This marks the company’s formal entry into Germany, France and Ireland, while deepening its footprint in the U.K. Looking ahead to 2026, Hims & Hers announced its plans to bring its affordable, holistic weight loss program to Canada, timed with the anticipated first availability of generic semaglutide.

On the domestic front, the telehealth company recently acquired Trybe Labs, a New Jersey-based at-home lab testing facility, to fuel upcoming offerings in low testosterone treatment and menopausal care, two areas where hormonal changes often intersect with weight and metabolic health. It also purchased a California-based peptide facility.

Looking Ahead

The GLP-1 boom has fundamentally reshaped obesity treatment almost overnight. But what happens after a patient hits their goal weight? It’s the billion-dollar question no one has definitively answered, though Dr. Primack offers a compelling case for what comes next.

The real work, he said, begins with building long-term support.

“Obesity is a chronic condition, which means long-term strategies are essential,” Dr. Primack said. “Our team focuses on providing access to a comprehensive, sustainable care experience to deliver the best solution for every individual.”

For some patients, that could mean staying on a low-dose medication long term. Others may taper off and maintain results with continued support. Either way, Dr. Primack argues the industry needs to shift its focus from short-term weight loss metrics to whole-person outcomes.

“At Hims & Hers, we know that weight loss is deeply personal and goes beyond the number on the scale,” he said. “It’s about helping people become a healthier, more empowered version of themselves.”