Artificial intelligence-native primary care company Counsel Health is moving into the crowded GLP-1 market with a weight management program that pairs obesity medications with on-demand physicians and AI-based monitoring. The company is collaborating with Eli Lilly to make the program available through the pharma giant's direct-to-consumer LillyDirect platform.
Through the program, Counsel members across 44 states can connect with board-certified physicians on-demand to ask questions about side effects, dosing, treatment progress or any other aspect of their health. After a digital intake, Counsel physicians determine eligibility and create personalized treatment plans.
Physicians can prescribe weight loss medications, including Wegovy, Zepbound and Foundayo.
Moreover, membership includes comprehensive primary care, including support for chronic conditions.
Counsel says its AI-native care model makes this level of access possible at a lower cost than traditional weight management programs, with both annual membership and pay-as-you-go options. Through Counsel Signature, members receive unlimited access to care for $300 per year, or can pay $29 per physician visit. The platform’s AI solutions are available at no cost.
“We’re living in a time when weight-loss medication is more available than ever, but ongoing, personalized care hasn't kept the same pace,” said Muthu Alagappan, M.D., Counsel Health CEO and founder. “At Counsel, we see that as a critical gap.”
Alagappan told Fierce Healthcare that “fragmented” systems make it difficult for patients to manage chronic conditions—including for weight management.
“Too often, consumers on weight management programs have to jump through hoops to get that support,” Alagappan said. “By combining our medical AI with physician-led care, we're closing that gap and giving patients a place to turn as questions arise, with clinicians who understand their broader health history. Obesity doesn't exist in isolation from other health conditions, and weight management shouldn't either. We believe the next evolution of obesity care is about building a care model that can actually support them throughout it, tailored to their lifestyle.”
The percentage of U.S. adults taking GLP-1 medications for weight loss has risen to 11% in 2026, up from 3% in 2024. As demand for these therapies grows, so does the need for care models that prioritize continuity and quality.
Counsel designed its weight management program to provide patients with continuous access to high-quality medical care, not just a prescription. Only 32% of GLP-1 users remain on therapy by the end of year one, dropping to 15% by year two, underscoring the need for ongoing support throughout the treatment journey, according to Counsel.
Counsel’s medical AI proactively checks in on progress and side effects. Members can ask the AI questions at any time or connect directly with a physician, typically within minutes, whenever they want physician support, executives said.