麦肯锡 -精准且及时：为使用 GLP-1 类药物的患者定制美学诊疗方案 Targeted and timely Curating aesthetic care for GLP-1 patients

Mckunsey

&company

May2026

LifeSciencesPractice

Targetedandtimely:

CuratingaestheticcareforGLP-1patients

Tailored,long-termcaremodelscanhelpaestheticprovidersandmanufacturersdeliversustainedvalueforGLP-1patientsacrossevolvingweightlossjourneys.

byLeighJansen,NilsPeters,andOlivierLeclercwithLaurenDavis

TheremarkablesuccessofGlucagon-likepeptide-1(GLP-1)agonistsforweightlossisdriving

patientstowardelectivemedicalaestheticsatscale.Yetthemarketpictureismoredynamicthanheadlinegrowthsuggests.Neworalformulations,

1

evolvinginsurancecoverage,

2

direct-to-

consumercaremodels,andexpandingclinicalindications

3

areallchanginghowpatientsaccessandstayonGLP-1therapy.

ThesefactorsarealsoshapingGLP-1patients’aesthetictreatmentjourneys.Forexample,our

previousresearchrevealedthatmostGLP-1patientssoughttoaddressthreeprimaryconcerns

4

—skinlaxity,skinquality,orfacialfullness—leadingtoacceleratedadoptionofcombination

protocolssuchashyaluronicacidfillers(HA),biostimulatoryfillers,andenergy-baseddevicesacrossbothpremiumandcost-conscioussegments.Morerecentdatarevealthat20percentofGLP-1usershaveoptedfor“liftsandtucks,”with39percentofthosewhohadalready

undergonenonsurgicaltreatmentssayingtheywerealsoconsideringsurgicaloptions

5

EvenmoredynamicpatternshaveemergedinunderlyingGLP-1patientweightlossjourneys

thatareshapingtheiraestheticchoices.Forexample,fewerthan10percentofobserved

patientsremainedonGLP-1sfor24consecutivemonths(andoverhalfdiscontinuedwithinfivetosixmonths);morebroadly,patientsfrequentlyswitchtherapiesastheycyclethrough

treatmentcourses

6

Suchsporadicusage,orendingtreatmentaltogether,canleadtosignificantweightfluctuations

7

Tounderstandhowthesedynamicsaffectwhen,why,andhowGLP-1patientspursueaesthetictreatments,wesurveyed127aestheticsprovidersintheUnitedStatesattheendof2025.

8

Thisarticlepresentsthekeytakeawaysfromthatsurvey.WeidentifyfivefactorsthatshapeaestheticdemandamongGLP-1weightlosspatientsandfourpatientarchetypesthatemergefromthosefactors.WethendescribehowprovidersandmanufacturersadapttheirservicesandproductstoGLP-1patients’evolvingpreferencesandconstraintstosupportsafeanddesiredaesthetic

outcomes,strengthenlong-termengagement,improvepatient–consumersatisfaction,and,ultimately,createvaluefortheirbusinesses.

FivefactorsshapingaestheticdemandafterGLP-1weightloss

OursurveyidentifiesfivefactorsthatinfluenceGLP-1weightlosspatients’aestheticdecisions.Thesefactorscanbegroupedintothreecategories:medicalfactors,aestheticpreferences,andbudgetconsiderations.

1FraiserKansteiner,“NovoNordiskwinsFDAapprovalforWegovyinapill,introducingfirstoralGLP-1optionforobesity,”FiercePharma,December22,2025.

2MaggieFickandPatrickWingrove,“Novo’sWegovypilltotestdemandfromconsumerswithcash,”Reuters,December23,2025;AmandaNguyen,“Liveupdates:TrackinginsurancecoverageforGIPandGLP-1agonistslikeZepboundandWegovy,”GoodRx,March31,2026.

3MariaJ.Gonzalez-RellanandDanielJ.Drucker,“TheexpandingbenefitsofGLP-1medicines,”CellReportsMedicine,2025,Volume6,Issue7.

4LeighJansen,NilsPeters,andOlivierLeclerc,“

GLP-1sareboostingdemandformedicalaesthetics

,”McKinsey,May15,2025.

52024proceduralstatisticsrelease,AmericanSocietyofPlasticSurgeons,June2025.

6KomodoHealthclaimsanalysis.Komodoisanopen-andclosed-claimsdatavendorcoveringapproximately65to75percentofpharmacyclaimsandroughly75to85percentofmedicalclaims.Theanalysisisbasedonpaidclaimsdatathatisnotscaledtothefullmarket.ItincludesSaxenda,Wegovy,andZepboundfromJanuary2016toOctober2025.

7LouisJ.Aronneetal.,“ContinuedtreatmentwithTirzepatideformaintenanceofweightreductioninadultswithobesity:The

SURMOUNT-4randomizedclinicaltrial,”JAMA,2023,Volume133,Number1;SamWestetal.,“Weightregainaftercessationofmedicationforweightmanagement:systematicreviewandmeta-analysis,”BMJ,2026,Volume392.

8Methodology:McKinseyUSMedicalAestheticsProvidersSurvey,Q42025;n=127respondents(physicians,RNs,PAs)acrossdermatologypractices(n=75),plasticsurgerypractices(n=34),andmedicalspas(n=18).Surveyfieldedonline.Allresultsataggregatelevel;nosubgroupcomparisons.Findingsrepresentprovider-reportedobservations.

Targetedandtimely:CuratingaestheticcareforGLP-1patients2

Targetedandtimely:CuratingaestheticcareforGLP-1patients3

Medicalfactors

Medicalfactors,includingdegreeofweightloss,stageintheweightlossjourney,andoverallmedicalstatus,candeterminetreatmenteligibilityandtiming.

Degreeofweightloss:Inadditiontoimpactingoverallmedicalstatus,theextentofweightlossdirectlyaffectschangesinappearance,includingthedegreeofskinlaxity,reductioninfacial

fullness,anddeclineinskinquality:Patientswholoseasignificantpercentageofbodyweightaremorelikelytopresentwithskinlaxitythatmayrequiresurgicalintervention,whereasthosewithmoremoderateweightlossmayrespondwelltononsurgicalapproachesalone.

Stageintheweightlossjourney:Aestheticneedsdiffersubstantiallyacrossstages—atinitiation,duringongoingweightloss,duringmaintenance,andaftercessationofGLP-1agonists.The

stageofapatient’sweightlossjourneydirectlyinformsthedesireddegreeofpermanenceof

potentialsolutions.Patientsstillactivelylosingweightmaypreferreversibletreatments—suchasHAfillers—whilethoseinmaintenancemaybereadyforbiostimulatoryfillers,energy-based

devices,orsurgery.BecauseGLP-1patientsfrequentlycyclethroughstages,treatmentplansmustbedesignedwithadaptabilityinmind.

Medicalstatus:Ageandcomorbidities—suchasdiabetes,whichiscommonamongGLP-1

users—affectwoundhealing,treatmenttolerability,andeligibilityforcertainoptions,includingbodycontouringsurgery.

Aestheticpreferences

Patientsmayprioritizetreatments,suchasskinlaxity,facialfullness,orskinquality,basedontheirdesiredoutcomes.

Aestheticgoals:Whenitcomestopersonalimagepreferences,GLP-1patientsseeking

aestheticcarearealmostevenlysplit:Roughly56percentseeka“naturallook”closertotheir

pre-weightlossbaseline,while44percentareexploringnewlooksandtechniques9Therelativeimportanceplacedonaddressingskinlaxity,facialfullness,andskinqualityfurthershapes

whichmodalitiesareappropriate.Aestheticgoalsarecloselyintertwinedwithtreatment

permanence:Apatient’spositionintheirweightlossjourneyshapesbothwhattheywanttoachieveandhowlongtheywantresultstolast.

Budgetconsiderations

ThecostsofongoingGLP-1therapiesarecontinuingtoevolveacrossinsuredandcash-payoptions10andcancreatebudgetconstraintsforsomepatient–consumerarchetypesastheybalancespendacrossothercategories.Morebroadly,budgetconsiderationsformedical

aestheticsserveastheprimarydifferentiatoracrossthepatientarchetypesdescribedbelow,withaestheticgoalsasthesecondarydecisionpoint.

Takentogether,thesefivefactorsunderscorewhyastandardizedapproachtoaestheticcareforGLP-1weightlosspatientsfallsshort.Thisisapatientpopulationwhosemedicalstatus,

aestheticgoals,andfinancialconstraintsarenotonlydiversebutalsoactivelyshifting.Asthe

numberofGLP-1usersgrowsandtheirjourneysbecomemorevaried,thecaseforastructured,archetype-drivenapproachtocarebecomesstronger.

9LeighJansen,NilsPeters,andOlivierLeclerc,“

GLP-1sareboostingdemandformedicalaesthetics

,”McKinsey,May15,2025.

10BridgetBalch,“GLP-1pillsforweightlossarehere.Howwilltheychangeobesitycare?,”AAMC,March5,2026.

FourpatientarchetypesforGLP-1aestheticcare

Basedonthefivefactors,fourdistinctpatientarchetypesemergefromthesurveydata,eachwithcharacteristicgoals,treatmentpreferences,andspendpatterns(Exhibit1).

Aestheticmaximizerswanttolookandfeeltheirbestandarewillingtoinvestinnoticeable,

lastingresults.Theyarecomfortableacrossthefullrangeofinvasiveandnoninvasive

treatments—surgery,injectables,energy-baseddevices,andskincare—aswellascombinationtreatmentsovertime.Theypursuepremiumservicesanddemandhighstandardsofsafetyandqualityofoutcomes.

Strategicoptimizersseektargetedinterventionstoaddresstheirareasofgreatestconcernand

arewillingtoinvestinselecttreatmentstoachievelastingresults.Theypreferphasedapproachesthatbalancecostsandoutcomes—forexample,HAorbiostimulatoryfillersfollowedbyenergy-

baseddevices—andtypicallyprioritizenoninvasivetreatments.

Valueseekerswantvisibleimprovementsatlowercost,withagreateremphasisonshort-term

results.TheyarelimitedbybudgetastheybalancethecostsofGLP-1medicationsandaesthetics,andtheyseekprovidersthatofferflexiblepaymentoptions,includingfinancingandsubscriptions.

Exhibit1

Glucagon-likepeptide-1weightlosspatientsfallintofourarchetypesbasedonmedical,aesthetic,andfinancialfactors.

Strategicoptimizers(midtohigh)

Aestheticmaximizers(premium,allin)

Keydemographics,bypatientarchetype

Averageannualaesthetics

spend,$

Shareofpatients,%

Description

•Seektargeted

interventions;willingtoinvesttoobtain

lastingresults

•Preferphased

treatmentstobalancecostsandoutcomes

•Typicallyprioritizenoninvasive

treatments

•Wantvisible

improvementsatalowcost

•Greatestemphasisonshort-term

results

•Seekproviders

thato仟erfiexiblepaymentsand

subscriptions

•Highlymotivated;willingtoinvest

•Opentothefull

spectrumofsurgicalandnonsurgical

treatments

•Expectsafe,

premium,luxuryexperiences

•Aestheticjourney

startswhenweightisstableandundermedicalsupervision

•Pursuesurgical

proceduresasfirststep,withpotentialmedicalaestheticsassecondstep

9,700

~17

5,000

2,500

Valueseekers

(budgetsensitive)

Surgicalresolvers

8,500

~22

~24

~15

Source:McKinseyUSmedicalaestheticsproviderssurvey,Nov2025(n=127)

McKinsey&Company

Targetedandtimely:CuratingaestheticcareforGLP-1patients4

Targetedandtimely:CuratingaestheticcareforGLP-1patients5

Surgicalresolverstypicallybegintheiraestheticjourneyonceweightisstableandundermedicalsupervision.Theypursuesurgicalaestheticprocedurestoaddressskinlaxityastheprimary

challenge—rangingfromfaceliftstofull-bodycontouring—andmaypursueadditionalmedicalaestheticprocedures,suchasinjectables,asasecondstep.

Neuromodulators,HAfillers,andskincarearestandardtreatmentsacrossallarchetypes.Butthearchetypesdivergesharplyintreatmentswithalongerdurationofimpact.Thesurveyresults

yieldedatreatmentheatmapthatcorrelatesaestheticoptionsbytheirdurationofimpact—from

low-permanenceoptionssuchasskincareandneuromodulatorstohigh-permanenceapproacheslikesurgicalskintighteningandfatgrafting—andshowsthepercentageofpatientsineach

archetypewhopursuethem(Exhibit2).

Forexample,aestheticmaximizersadopttreatmentsathighratesacrossthefullpermanencespectrum.Strategicoptimizersaremoreselective,concentratingonmedium-durationoptionssuchasbiostimulatoryfillersandlaserresurfacing.Valueseekersclusteraroundlow-

permanence,lower-costtreatments.Andsurgicalresolversshowadistinctivepattern:highadoptionofsurgicalandenergy-basedoptionsbutcomparativelylowuseofthenonsurgicalstaplesthatdominateotherarchetypes.

Exhibit2

Patientarchetypesdi仟erinthepermanenceoftheaesthetictreatmentstheychoose.

Shareofpatients,byarchetype,whopursuespecificaesthetictreatmenttypes,%

Platelet-richplasma

SkinSurgicalskin

caretightening²

Laserskin¹

Hyaluronicacidfillers¹

Skinpeels

Fat

grafting

Biostimulatoryfillers⁴

Neuro-

modulators

Energy-baseddeviceskintightening³

resurfacing

777673

606454

344028

524330

MEDIUMMEDIUMMEDIUM

Aesthetic

maximizers

(premium,allin)

Strategic

optimizers

(midtohigh)

Valueseekers(budget

sensitive)

Surgicalresolvers

Durationofimpact

87

70

37

41

MEDIUM

80

54

28

77

HIGH

61

36

23

41

HIGH

94

93

79

51

LOW

93

92

82

48

LOW

91

86

65

52

LOW

80

72

61

37

LOW

1Forexample,FraxelCO₂laser.

²Forexample,facelift,abdominoplasty,thighlift.

³Forexample,radiofrequencytightening.

⁴Forexample,SculptraorRadiesse.

Source:McKinseyUSmedicalaestheticsproviderssurvey,Nov2025(n=127)

McKinsey&Company

Targetedandtimely:CuratingaestheticcareforGLP-1patients6

WhatmotivatesaestheticdecisionsforGLP-1patients?

Thefivefactorsinteractinastructuredway.Budgetconsiderationsandthebreadthofaestheticgoalsarethetwodefiningdimensionsthatdeterminewhicharchetypeapatientmostclosely

resembles.Thethreemedicalfactors—degreeofweightloss,stageinthejourney,andmedicalstatus—thenmodulatethespecifictreatmentpathwaywithineacharchetype,shapingwhich

aesthetictreatmentsareappropriateandwhen(Exhibit3).Thisframeworkprovidesabasisformoretailored,longitudinalaesthetictreatmentplansandpointstothespecificactionsthat

providersandmanufacturerscantaketoserveeachsegmentmoreeffectively.

Segmented,longitudinalcaremodelshavebeenappliedsuccessfullyinotheraesthetic

andreconstructivecohorts—suchaspostbariatricsurgerypatients,wherebodycontouring

protocolsarestagedaccordingtothedegreeandstabilityofweightloss.Thisprecedent

strengthensthecasethatthearchetype-drivenapproachdescribedhereadaptsaprovenmodelfortheGLP-1population.

Curatingthejourneyandcapturingvalue

ForGLP-1patients,theaestheticjourneyisnotasingleeventbutanevolvingprocessthat

unfoldsalongsidetheirweightlosstrajectory.Patientswhosecareistailoredtotheirarchetype,

Exhibit3

Budgetconsiderationsandaestheticgoals,alongwithmedicalfactors,caninfiuencetreatmentpathways.

Rangeofaestheticgoalsandbudgetfiexibility,bypatientarchetype

Medicalfactorsmodulatetreat-mentpathwayswithineach

quadrant

I.Degreeofweightloss

Greaterloss→moreskinlaxity,increasinglikelihoodofsurgicalintervention

II.Stageinweightlossjourney

Early-stagepatientsleantowardnoninvasiveoptions;late-stagepatientstowardsurgicalones

III.Medicalstatus

Rangeof

aesthetic

goals

LOW

COMPREHENSIVE

Strategicoptimizers

•Seektargeted,lastinginterventions

•Preferphased

treatmentstobalancecostsandoutcomes

•Prioritizenoninvasivetreatments

Valueseekers

•Wantvisibleimprovementsatlowcost

•Greatestemphasisonshort-termresults

•Seekfiexiblepayment

optionsandsubscriptions

Aestheticmaximizers

•Highlymotivated;willingtoinvestsignificantly

•Opentofullspectrumofsurgicaland

nonsurgicaloptions

•Expectpremium,luxuryexperiences

Surgicalresolvers

•Beginaestheticjourneyonceweightisstable

•Pursuesurgeryasfirststep(skinlaxityfocus)

•Considerinjectablesasasecondarytreatment

FOCUSED

HIGH

Comorbiditiesmayrestrictsurgicaleligibilityorlimitanesthesiaoptions

BudgetfiexibilitySource:McKinseyUSmedicalaestheticsproviderssurvey,Nov2025(n=127)

McKinsey&Company

Targetedandtimely:CuratingaestheticcareforGLP-1patients7

stage,andgoalsaremorelikelytoachieveoutcomestheyvalue—whetherthatmeansmaintaininganaturalappearancethroughsubtle,phasedinterventionsorpursuingacomprehensive

transformation.Curated,longitudinalcarealsoreducestheriskofovertreatmentorpoorlytimedprocedures,whichisespeciallyimportantgivenhowfrequentlyGLP-1patients’weightand

medicalstatusfluctuate.

Forprovidersandmanufacturers,tailoringaestheticofferingstoeacharchetypecanhelpensuresafe,effectiveoutcomeswhilesupportingsustainedengagementwiththisgrowingconsumer

cohort.Oursurveyfoundthat70percentofprovidersplantoincreasetheirofferingsforGLP-1weightlosspatientsand64percentplantoprovidecuratedtreatments,butfewerthanathirdplantoformpartnerships;only28percentplantointroducebundlingorsubscriptions.Closingthegapbetweenintentandexecutioncallsforactionacrosssixpracticallevers.

Maintainacuratedsetofaestheticproductsandservices

PatientswhohavelostweightonGLP-1shavecomplexaestheticdemands,andacrossarchetypes,awiderangeofsolutionsareemployedaloneorincombination.Providersshouldconsider

maintainingofferingsthatgobeyondcoreskincare,HAfillers,andneuromodulatorstoincludebiostimulatoryfillers,energy-baseddevices,andemerginginnovationssuchasregenerative

medicineapproaches.Manufacturerscansupportthisbyensuringproductaccess,training,andclinicaldecisiontoolsareavailableacrossprovidersettings.

Formpartnershipstoincorporatesurgicaloptionsintoaesthetictreatmentpathways

Oursurveyrevealedthatsurgicalapproacheswerechosenbymorethanhalfofpatientsoutsidethevalue-seekerarchetype,yetmanynonsurgicalprovidersdonotoffertheseservicesin-house.Aestheticproviderscanprovidepatientswithseamlessaccesstothefullrangeoftreatment

options—includingstagedtreatmentprotocolsthatcombinesurgicalandnonsurgical

modalities—bybuildingreferralnetworksamongmedspas,dermatologyclinics,andplasticsurgerypractices.

Createsimple,standardizedapproachestoassessandguideaesthetictreatmentpathwaysManyfactorsdriveindividualaestheticneedsforGLP-1patients,andpersonalizedpathwayscanoptimizeoutcomesthroughlongitudinaltreatmentplans.Providersandmanufacturersshould

partnertodevelopevidence-basedalgorithmsthataccountfortreatmenttiming,sequencing,

andthepatient’sarchetypeandstage.Thesecantaketheformofstraightforwardgood-better-bestframeworkstiedtopatientneedsandpricepoints,andtheycanincorporateAItoolsfor

bothpatientassessmentandproviderguidance.

Considerofferingpresetbundlesorsubscriptionsbasedontierofservice

Toserveafinanciallydiversecohort,providerscanevolvetheircommercialmodels.Tiered

pricingstructuresofferaccessibleentrypoints—suchasbasicmaintenanceplansfocusedonskinqualityforvalueseekers—whilecateringtoaestheticmaximizerswithpremiumpackages.Subscriptionmodelsspreadcostsovertime,encourageroutinecare,andsupportbetter

outcomesthroughtreatmentconsistency.Manufacturerscanenablethesemodelsthroughrebates,loyaltyprograms,andfinancingpartnerships.

FormalizecontinuouseducationforcliniciansonevolvingapproachesandsafetyprotocolsContinuouseducationisneededtoensurethatcliniciansataestheticprovidersareusing

thelatestapproachesandadheringtocurrentsafetyprotocols.Almost70percentofsurveyedprovidersplantoadoptnewtraining,andnearlyhalfplantoincreasemedicaloversight.

Targetedandtimely:CuratingaestheticcareforGLP-1patients8

Manufacturerscansupportthisthroughaccreditedtrainingprogramsandclinicaladvisory

boardsfocusedonGLP-1-specificconsiderations—includingthephysiologicaleffectsofGLP-1agonistsonfatandcollagen,combinationtherapysafety,andpatientcounselingfordynamic

weighttrajectories.

Buildoutcomesdatabasesanddashboardsfortransparentinsightsintothetreatmentjourney

OutcomesneedtobemeasuredandtrackedtounderstandthebestwaystousecurrentproductsandinformR&Dpipelines.Providersandmanufacturersshouldinvestinoutcomesdatabasesandpatient-facingdashboardsthatoffertransparentinsightsintothetreatmentjourney.Real-world

evidencegeneration—fromclinicaltrialsandprovider-leveloutcomestracking—canstrengthenthecasefornovelapproachesandhelppatientsmakemoreinformeddecisions.

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