Americans Microdose Obesity Drugs, Spurred by ‘Thin Is In’ Blitz

Weight-loss drugs are coming for a new kind of customer.

“You don’t need to be obese to start a GLP-1,” reads an ad from a telehealth startup, the words scrawled in icing on a cake. Another one features a slender woman excited to lose a little weight before her wedding. Yet another says patients can drop 17 pounds in two months by microdosing copycat Ozempic.

They’re part of a marketing blitz that’s ramped up in recent months, with ads plastered on billboards, in subway stations and online.

As the body positivity era gives way to a “thin is in” moment, telehealth platforms are seizing the ...