Using Provider Data to Sharpen Your GLP-1 GTM Strategy

If you’re building a business around GLP-1s—Ozempic, Wegovy, all the buzzy names—you’re probably trying to figure out: Is our strategy about enabling health systems, replacing parts of them, or augmenting what they do?

Enablement. Replacement, or Augmentation?: The Fork in the Road?

Look, the temptation is always there to launch a parallel GLP-1 service, bypassing and effectively replacing a part of the health system entirely. D2C, virtual, sleek. And sometimes that’s right. But often, scaling will eventually require working alongside the big systems, where working through Medicare Advantage (MA) can be particularly effective.

So, which path are you on?

• Enablement: Partner with systems that are already prescribing GLP-1s at scale. Help them manage patients better.
• Replacement: Build an alternative channel where the system is falling short.
• Augmentation: Fill the gaps in wraparound services for the surge in GLP-1 patients.

That’s the real question. And it matters. Because how you go to market changes depending on the answer.

But how do you get to that answer? You need to know where GLP-1 prescribing is happening, who is driving it, and what’s behind it. That’s where provider-level pharmacy claims data can give you a huge edge.

How Data Sharpens the Choice?

You don’t need perfect, member-level data to get clarity. Even aggregated and directional provider-level data can guide you if you know how to work with it. Here’s how we did it:

1) Start with Volume: We pulled pharmacy claims showing GLP-1 prescriptions amongst seniors, sliced by health system. High volume systems are often more suited for the enablement approach —they’re already in deep and likely need support with patient coordination and management.

Health System Spotlight: Corewell Health

Here’s what surprised us. You might think leading GLP-1 prescribers would be the big-name academic medical centers (AMCs). But the data told us: look at Corewell Health in Michigan. 14 hospitals. Major GLP-1 volume in senior patients. Not the first name that comes to mind.

That’s the point. Without the data, you’d default to chasing the usual suspects. With it, Corewell jumps out—a prime candidate for wraparound services like behavioral coaching, lifestyle guidance, and medication management.

2) Normalize the Numbers: Raw volume numbers can at times be insufficient. Big systems consistently top the list. So, we estimated the Medicare Advantage population per system. Normalizing showed us the number of health systems that might be prescribing more than you’d expect based on their size. These are augmentation or even replacement opportunities such as behavioral interventions and turnkey virtual-first services, respectively.

3) Dig into Conditions (CCSR Categories): We asked, why are these prescriptions happening? Pharmacy data doesn’t always tell you, but diagnosis groupings (CCSRs) give hints. Sure, diabetes is there, but we saw other patterns—obesity, hypertension, sleep wake disorders, —suggesting interrelated patient populations to additionally focus on.

What This Means for Your GTM Playbook?

Once you see the data, your GTM gets sharper:

• Big volume systems: Try to go in with an enablement pitch—partner to support what they’re already doing.
• Normalized over-performers: These systems may need additional support to keep up with growing demand and/or holistically manage their patient health to supplement GLP-1 prescriptions, so augmentation or replacement services might be the best angle.
• Condition-specific clusters: If you see obesity or heart disease driving prescribing, shape your message around that—maybe you’re more of a cardiovascular wraparound than a diabetes play.

Don’t Let “Imperfect Data” Hold You Back?

Startups get stuck waiting for pristine, member-level claims feeds. You don’t need it. This was all done with directional, aggregated data. The creativity is in making those numbers work for you.

Final Takeaway?

GLP-1s are here, and the stakes are high. Whether you enable, replace, or augment the system—provider data helps you decide. Find your Corewell. Get ahead of the market.

Data Notes & Caveats:?

• All data shown here is from the Q1 2023 - Q4 2024 time interval
• This analysis is meant to be directional and illustrative - GTM teams can ideally pair this with plan enrollment and network data for a more complete picture