How Behavioural Science Boosts GLP-1 Treatment Outcomes

View profile for Dr Nicola Davies

Behavioural Science & Pharmaceutical / Life Science Consultant; Keeping digital health human-centred / TV Guest Expert / Author

Behavioural Science is Crucial in the GLP-1 Era GLP-1s are transforming the treatment landscape for obesity and metabolic disease. Yet for all their clinical promise, their full impact depends on something that can’t be prescribed, manufactured, or titrated — human behaviour. Here's how behavioural science and GLP-1s act in partnership: 1️⃣ Adherence isn’t just about reminders Even the most effective medication can fail if patients disengage. Real-world GLP-1 discontinuation rates can exceed 50%, often for behavioural, not biological reasons: 🎯 Motivation fades once early goals are reached (Goal Gradient Effect) 😟 Side-effect fears amplified by social narratives 🤔 Identity conflicts (“If I need a drug, have I failed?”) 2️⃣ Overcoming stigma and self-blame People with obesity can internalise stigma, making treatment emotionally complex. 🖼️ Behavioural framing can reframe obesity as a chronic condition, not a moral failure. 💬 When HCPs use motivational interviewing and empathetic messaging, conversations spark engagement, not resistance. 3️⃣ Bridging intention and action Behavioural science closes the gap between knowing and doing. It makes healthy behaviour the easiest choice through friction reduction and smart design. 📲 A timely digital nudge normalising mild nausea (“Here’s what helps”) can prevent early drop-off. 4️⃣ Personalisation beyond the molecule Not all disengagement looks the same. 🧭 Behavioural segmentation — mapping beliefs, emotions, and contexts — enables tailored journeys that meet people where they are. ⚙️Behavioural science is the engine behind true personalisation: blending emotional intelligence with clinical precision. 5️⃣ Designing for long-term change Sustained outcomes require lasting habits. 💪 Behavioural insights help patients move from medication to maintenance, reinforcing self-efficacy and identity (“I manage my health”). The goal isn’t just adherence to medication; it’s adherence to progress. GLP-1s may be a scientific breakthrough, but behavioural science determines whether they become a societal one. Success will depend not only on molecules and mechanisms, but on mindsets, motivation, and meaning. Would love to hear what my behavioural science and obesity colleagues think.

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Olivia Palmer

Chartered Health Psychologist (HCPC Registered) | Senior Behavioural Science Specialist | Health Psychology & Behaviour Change Expert

1d

I really appreciate the sentiment in your post, behavioural science is indeed crucial to the success of GLP-1s. That said, I think there’s an important tension worth exploring. The post positions behavioural science at the centre, yet seems to treat 'obesity' as the behavioural target, as if it were itself a behaviour or a modifiable condition. 'Obesity' is described as a disease, a behavioural problem, and a marker of progress, which makes the behavioural focus less clear. For behavioural science to add real value, we need to define the specific behaviours or conditions we’re targeting, because body size isn’t one of them. When we frame treatment around 'obesity' or 'size,' we risk creating the wrong interventions. To me, this is foundational behavioural science, and I’d genuinely love to continue the conversation, because while my perspective sometimes challenges the weight management narrative, I respect the intent behind what you’ve shared.

Lucie Byrne-Davis

Professor of Health Psychology

1d

Really like the post. The other synergy between beh sci and GLP-1 is what the responses to GLP-1 tell us about the role of motivation in eating behaviours. Before pharma treatments for obesity, save for bariatric surgery for very few people, we could only try to influence motivation of eating behaviours through reflective motivation. This ultimately does increase stigma and self stigma (I don’t want it enough, I don’t have the will power that thin people have etc). GLP-1 acts on automatic motivation - fewer and less frequent impulses to eat, to eat fat and sugars- both when starting or continuing to eat. All of a sudden, people with obesity find themselves able to change their eating behaviours sufficiently to lose weight. This tells us so much about the power of automatic motivation. This fits also with the findings of how powerful obesogenic environments are. Impulse does seem to be king. The positive psychological impact of realising that you are not weaker than non-obese people but that they just do not have the impulses you have can als not be underestimated. So much of interest for health psychology and beh sci with the advent of these drugs.

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