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Omada is the latest digital health company to pivot its business toward prescribing GLP-1s.

The big picture: With new oral therapies in the pipeline and pending Medicare coverage, the company pivoted to help employers cut spend, CEO Sean Duffy says.

What they're saying: "There's a lot of sophistication and calculus that we think we can provide," Duffy says. "[Employers] are paying at the end of the day for their employees to get the scripts."

Digital health players in the increasingly crowded space will have to start innovating and lowering prices, says Elliott Davis analyst Matt Wolf.

"We're seeing this initial wave of everybody trying to get in the game," he says. "And then at some point, probably in the medium term here, we'll see more differentiation."

How it works: Omada will use an unnamed third-party telehealth provider to administer care.

Employers and pharmacy benefit managers will determine whether individuals are required to receive care through affiliated clinicians or can continue receiving care with their current provider.

Based on policies from those stakeholders, Omada will support patients throughout the duration of their time on a GLP-1, which could include stopping medication altogether.

Omada's diabetes and obesity care management products also include support from coaches.

What they (were) saying: Omada had been staunch in its stance against prescribing GLP-1s.

In a January interview with Modern Healthcare, Duffy said he wanted to "respect that relationship" patients had with their primary care physicians.

"An injection doesn't get to know you," he said at a public event in May. "It doesn't understand your preferences."

"Our Care Teams do not include physicians or provide medical physician services," the company said in its May S-1.

State of play: Omada joins a cramped field of digital health companies offering users wraparound services with the drugs.

Virta, a company with a similar model, launched a GLP-1 program that works through an employer's PBM to become a patient's prescriber and is prepping for an IPO next year.

Hims and Hers, Ro and Noom (which offers GLP-1 microdosing) all have large direct-to-consumer businesses.

Drugmakers like Eli Lilly and Novo Nordisk are getting in on the act, piloting direct-to-consumer programs.

💭 Brock's thought bubble: While programs with built-in medication off-ramps will save employers money, it's unclear whether large numbers of patients can successfully be titrated off GLP-1s.

Inside Omada's pivot toward GLP-1 prescriptions

With new oral therapies in the pipeline and pending Medicare coverage, the company aims to offer employer customers a way to reduce spend.

Illustration of a velvet rope in front of a semaglutide injector pen.

Omada is the latest digital health company to pivot its business toward prescribing GLP-1s.The big picture: With new oral therapies in the <a class="gtmContentClick" data-vars-link-text="pipeline" data-vars-click-url="https://www.axios.com/2025/04/17/lilly-weight-loss-drug-pill-diabetes" data-vars-content-id="1d95c964-118f-4449-8adf-9c46fb27541b" data-vars-headline="Inside Omada&#x27;s pivot toward GLP-1 prescriptions" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2025/04/17/lilly-weight-loss-drug-pill-diabetes" target="_self">pipeline</a> and pending <a class="gtmContentClick" data-vars-link-text="Medicare coverage" data-vars-click-url="https://www.axios.com/2025/11/06/medicare-coverage-weight-loss-glp1-ozempic-trump" data-vars-content-id="1d95c964-118f-4449-8adf-9c46fb27541b" data-vars-headline="Inside Omada&#x27;s pivot toward GLP-1 prescriptions" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2025/11/06/medicare-coverage-weight-loss-glp1-ozempic-trump" target="_self">Medicare coverage</a>, the company pivoted to help employers cut spend, CEO Sean Duffy says.

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Inside Omada's pivot toward GLP-1 prescriptions

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