Our client, a leading digital health platform, needed to build a best-in-class prescription weight loss offering. We delivered a comprehensive consumer segmentation, combining behavioural and attitudinal insights, and activated it across the business to sharpen targeting, enhance customer experience, accelerate innovation and drive measurable impact in the evolving health and wellness space.
- Outcome 1: Mapped and prioritised clear customer segments to guide acquisition, retention and innovation
- Outcome 2: Activated segmentation across CRM, UX, marketing and product teams to drive growth
The challenge
With nearly half of American adults impacted by being overweight or obese, the $90 billion weight loss market is evolving rapidly, particularly with the rise of pharmaceutical interventions. Our client, a leading health and wellness platform, recognised that sustainable health outcomes required holistic solutions beyond medication. To lead this evolution, they needed a detailed, organisation-wide understanding of consumer segments in the Rx weight loss space, supporting a comprehensive digital offering that combined medical support with coaching, behaviour change and personalised resources.
The client aimed to build a segmentation framework to deepen market understanding and inform every aspect of its Rx weight loss strategy. The segmentation needed to shape business growth, enhance customer lifecycle management, guide product innovation and improve UX and CX delivery. Ultimately, the goal was to uncover actionable insights around consumer motivations, barriers and needs – enabling the client to meet consumers where they are in their weight loss and health journeys.
The approach
We facilitated discovery sessions to align on business priorities and surface knowledge gaps, then fielded a targeted online survey exploring attitudes, behaviours, drivers and barriers to Rx weight loss. We developed a segmentation model that combined attitudinal and behavioural dimensions, ensuring it was fit for both strategic planning and tactical activation. Through tailored workshops, we translated insights into actionable roadmaps for marketing, CRM, UX and product development teams, fostering cross-functional buy-in and accelerating time to impact.
The value delivered
The segmentation strategy became the backbone of the client’s Rx weight loss roadmap. It enabled sharper targeting, personalised messaging, UX and product design enhancements, and identified innovation opportunities in underserved segments. A new measurement framework was also developed to track segment engagement and marketing effectiveness. As a result, the client moved beyond generic health messaging to deliver more tailored, impactful solutions, improving consumer engagement across the full weight loss journey – from initial consideration through long-term transformation.