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Medifast Enters Medical Weight Loss Market

Dec. 14, 2023

Medifast on Wednesday marked its first entry into the medically supported weight loss market through a collaboration with LifeMD Inc., a provider of virtual primary care.

This venture brings together Optavia’s personalized, coach-guided approach with medical expertise from board-certified LifeMD clinicians and access to weight loss medications, including GLP-1s.

Medifast has committed to make a $20 million investment in LifeMD, including an expected $10 million in contributions to support the collaboration, funding enhancements to LifeMD’s platform, operations and supporting infrastructure along with the purchase of $10 million of LifeMD’s common stock.

The agreement between Medifast and LifeMD is intended to create a comprehensive health solution to combat the escalating obesity crisis, including addressing the growing demand for medically supported weight loss by integrating clinician care with one-on-one OPTAVIA Coach support, community support, clinically proven plans and scientifically developed products and a proprietary Habits of Health Transformational System.

The investments include a new marketing campaign designed to increase brand awareness and drive customer adoption.

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