Maximizing GLP-1 Investment Through Behavioral Innovation

A Fresh Approach to Sustainable Health Outcomes

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Executive Summary

As benefit and wellness professionals face unprecedented challenges in managing the rising costs of GLP-1 medications while ensuring sustainable health outcomes, a new integrated approach combining behavioral science with value-based insurance design (VBID) presents a promising solution. This paper outlines how implementing an Iterative Mindset Methodology™ alongside GLP-1 prescriptions can maximize return on investment while improving long-term health outcomes for employee populations.

Historical Context

Value-based insurance design emerged as a transformative response to traditional health insurance models that often created financial barriers to essential medical services. The approach gained significant momentum with the passage of the Patient Protection and Affordable Care Act (ACA) in 2010, which mandated coverage for certain preventive services without patient cost-sharing. This legislative milestone marked a fundamental shift toward value-oriented care in the U.S. healthcare system.
VBID ‘s evolution was driven by the recognition that financial incentives significantly impact patient behavior. Early implementations focused on differential cost-sharing for generic medications and higher copays for low-value services. The success of these initial programs led to broader adoption, particularly among public employee health plans and large employers seeking to enhance employee health while controlling costs.
Studies have consistently shown that eliminating or reducing copayments for essential medications leads to increased adherence among patients with chronic conditions, with improvements ranging from 2 to 5 percentage points compared to traditional insurance designs. This evidence has helped establish VBID as a cornerstone strategy for modern benefits design .

The Challenge

Benefits managers are currently navigating several critical challenges:

  • Rising pharmacy costs due to GLP-1 medication adoption
  • High discontinuation rates leading to weight regain
  • Limited long-term success with traditional wellness programs
  • Need for sustainable solutions that demonstrate clear ROI

Recent data shows that traditional weight loss programs fail for 95% of participants, while GLP-1 medications, though effective, present significant cost implications at approximately $12,588 annually per participant.

To address the lack of success with population level behavior change, we suggest a science-backed approach to the problem. Recent research in neuroscience has identified that a part of the brain, called the habenula, is a critical component of sustaining motivation. When activated, the habenula can serve as a ‘motivational kill switch’ and is a contributing factor in poor outcomes.

Fresh Tri, in partnership with leading researchers, has identified that the missing ingredient in most programs is a lack of focus on the iterative mindset. The iterative mindset has been highly correlated with health outcomes and health behaviors. Iterative Mindset Method™ to help individuals achieve greater success in long-term behavior change by working with their brain and not activating the habenula.

A Strategic Solution for Benefits Leaders

Our proposed framework integrates two evidence-based approaches:

Iterative Mindset Method™

  • Transforms how employees approach behavior change
  • Eliminates demotivation through failure-neutral learning
  • Supports sustainable habit formation during which allows individuals to taper off the medication and sustain the weight loss with healthy behaviors

Value-Based Insurance Design (VBID)

  • Optimizes benefit spend through targeted cost-sharing
  • Increases medication adherence by 2-5%
  • Reduces long-term healthcare costs

Implementation Strategy for Benefits Teams

Phase 1

Program Design

  • Bundle GLP-1 prescriptions with Iterative Mindset training
  • Structure copays to incentivize participation in behavioral support
  • Establish clear metrics for ROI measurement

Phase 2

Employee Support

  • Provide pre-therapy mindset training to maximize medication effectiveness
  • Implement transition support for medication tapering
  • Deliver ongoing habit-building modules through digital platform

Phase 3

Outcomes Measurement

Track key metrics:

  • Reduction in BMI or weight and weight maintenance post medication
  • Medication adherence and discontinuation
  • Healthcare cost reduction
  • Employee engagement and satisfaction

Business Impact

Benefits leaders can expect:

  • Reduced long-term medication costs
  • Improved sustainable outcomes
  • Higher employee engagement
  • Enhanced benefits package attractiveness
  • Decreased overall healthcare spending

ROI Potential

Based on current evidence:

  • VBID programs show 2-5% improvement in treatment adherence
  • Potential to offset the $12,588 annual health costs associated with obesity
  • Reduced reliance on long-term medication through sustainable behavior change

Action Steps for Benefits Leaders

1. Assessment

  • Review current GLP-1 prescription costs and utilization
  • Analyze existing wellness program effectiveness
  • Identify key stakeholders for program implementation

2. Implementation

  • Design pilot program with select employee groups
  • Establish baseline metrics and success criteria
  • Partner with healthcare providers and pharmacy benefit managers

Conclusion

For benefits and wellness professionals seeking to optimize their healthcare investments, the integration of Iterative Mindset Method™ with VBID principles offers a strategic approach to managing GLP-1 medication costs while ensuring sustainable health outcomes. This innovative framework addresses both the financial and behavioral aspects of weight management, positioning organizations for long-term success in employee health management.

Contact Information

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