UK's First Weight-Loss Pill
When the UK’s first oral GLP-1 weight-loss medication launched, it marked a genuine expansion beyond the injectable market that has so far defined this category. BF Media was brought in to lead broadcast media relations around its release.
The Result
Pieces of National Coverage
Pieces of TV Coverage
Reach
The Challenge
The launch date wasn’t confirmed until close to the announcement, meaning the whole campaign had to be reactive, ready to move the moment the decision was made.
The Voice Behind the Story
Dr Earim Chaudry, Chief Medical Officer at Voy, addressed the risks head-on, drawing a clear line between legitimate, regulated private providers, who carry out proper checks before prescribing, and the unregulated market growing alongside demand. He also spoke to the stigma still surrounding weight-loss medication, with Voy’s own data showing that over half of patients hide their injectable treatment from partners and housemates, a barrier the pill’s format is helping to lower.
Landing the Story on Launch Day
We secured Dr Chaudry for broadcast interviews across TV and radio, including LBC, BBC News Channel and Sky News.
