How weight management brands can create content strategies that work

If weight management services are part of your service offering, the opportunity for growth and expansion is ripe. But knowing whether your content strategy is doing enough to attract new customers and to maintain existing ones is central to long-term success. 

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If you’re refreshing your approach to your content or just starting out, here are some points to mull over before you start to design content that high-intent customers will engage with.

Get to know the people you’re targeting

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Obesity is a global health concern.¹

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And now more than ever, people are turning to weight management medications to address the condition.

Although obesity can affect anyone, your potential customers fall into different demographic and economic groups. Knowing who you are targeting, including their weight loss and general health-related aims, is central to creating a service that works.

Creating customer profiles using the data available to you can help you build an editorial and general content framework that speaks to their needs.

In practice that means interrogating your analytical data to identify their ages, regional locations and routes to your products and services. You should also be using any user feedback or surveys you’ve conducted to understand their household income, the health-related brands they engage with and where and how they spend their time online.

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This information informs your tone of voice, language used and types of content you will develop, and, as a result, the governance documents you produce. Your editorial and content production process will only benefit from profile-building by allowing you to create a well-rounded picture of your audience.

Document what you've learned 

You don’t need an overwhelming amount of documentation, but you do need measures in place for your team to refer back to.

Your profiles and evidence-led research should give you the foundation to produce:

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• An editorial style guide: If you don’t already have an editorial guide in place, you should create one to ensure that you have a tone of voice that is familiar to your audience. It should also include some guidance on acceptable terminology, safeguarding and inclusive language.
• A content production process document: This should outline how you intend to produce different types of content, which stakeholders are involved in its production, review cycle guidance and notes on accessibility. It should also include your policies for monitoring and updating content.

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Produce content for your users while acknowledging your stakeholders’ goals

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If you’ve done the work to understand your users, then that knowledge should be driving your approach to content production and product execution. 

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But in some teams, content is still treated as an afterthought.

A beautiful design will be developed, but the webpages don’t convert well. Or, the onboarding and consultation flows have significant drop-off.

While time has been invested in the visual user experience and to present something that internal stakeholders can easily engage with, your product and users pay the price.

Using your understanding of user needs, knowing the routes they take to key landing pages or start weight management medication consultation flows can and should help inform the design process.

Simply put, content should always be the starting point for a design. You should have had internal sessions or meetings with key stakeholders to understand clinical requirements and restrictions, pricing and the features your stakeholders want to see go live. From there your content team should be producing the content design that your product designers can bring to life.

For example, your clinical staff may need visual evidence that a person is eligible for the weight management service. If your consultation flow forces a user to take a picture of themselves or their scale before completion, this may be a point in your flow where you notice drop-off. The user might not have scales or be ready to take a picture of themselves at that point.

Thinking of ways to overcome the picture capture at that stage can help you avoid the drop-off. Your content team may want to include a skip option with messaging that explains that users will have to provide evidence at the point of face-to-face contact with a healthcare professional. Testing this and collaborating with your design team should allow a patient-first solution to be established. 

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Demonstrate the commercial impact of your content

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Your content strategy should always include reports that connect your output to its commercial impact.

You should be reporting on a mix of data that reveals measurable patterns and trends as well as contextual information that explains the why behind user engagement and purchase decisions. This is because buying weight management medications, like trying to address any other health condition, is an emotional and personal decision.

While your quantitative data pulled from your analytics platform might provide some of the detail needed to make good content decisions, it doesn’t tell you about user motivations – the potential apprehensions they have or frustrations with your service or similar ones. When you have this information, you can paint a fuller picture that your stakeholders can understand and consider.

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Final thoughts

As the weight loss market and customers continue to evolve, so will your approach to creating meaningful content.

You should always be gathering evidence of who your customers are and what they want so that you can develop content that meets their needs.

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Staying relevant to your audience means keeping up with what they care about. You’ll need to know the topics that continue to drive community interest and ensure that you have acknowledged them with useful content that makes journeys from onboarding through to checkout as simple as possible.

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References

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World Health Organization (2025). Obesity and Overweight. [online] World Health Organization. Available at: https://www.who.int/news-room/fact-sheets/detail/obesity-and-overweight [Accessed 28 Sept. 2026].

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