Building a Sustainable Bariatric Program in a Shifting Market

Strategies to Ensure Current and Future Success 

If you’re a bariatric surgeon or part of a weight loss practice, you already know the ground beneath your feet has been moving—fast. 

From the explosive rise of GLP-1 medications like semaglutide (Ozempic®, Wegovy®) and tirzepatide (Zepbound®) to massive shifts in how patients discover providers, it’s never been more critical to build a practice that is both resilient and adaptable. 

But here’s the truth: While change can feel overwhelming, it’s also ripe with opportunity. Some practices are thriving—seeing record patient volumes, building authority, and diversifying revenue. Others are feeling squeezed, waiting for “things to get back to normal.” Spoiler: They won’t. 

Today, I want to share actionable strategies you can implement right now to future-proof your bariatric practice, no matter what the next wave brings. 

1.  Recognize the Rise—and Fall—of GLP-1 Medications 

GLP-1s have dominated the headlines and disrupted traditional bariatric pathways. According to the American Pharmacists Association, prescriptions for GLP-1 medications increased over 300% from 2020 to 2023, with demand continuing to surge into 2024.¹ 

But with growth comes volatility:

• Prices and access are shifting. New entrants and generic formulations will reduce margins over time.
• Patient expectations are evolving. Many patients now see medication as the first step, not a replacement for comprehensive care.
• Surgical volumes have dipped in some practices—but others are rebounding by integrating medical and surgical pathways. 

The big takeaway? Whether you embraced these medications or held out, the landscape is not going to “return to normal.” Waiting it out is not a strategy. Building a program with solid fundamentals is. 

Are you proactively educating patients on why surgery remains the most evidence-based long-term solution for obesity? Where is that message showing up in your patient journey? 

2.  Know How Patients Are Finding You—And Adapt Quickly 

Once upon a time, you could set your marketing budget in January, run the same ads all year, and call it done. Those days are over. 

Today, patients are finding providers in ways that simply didn’t exist 3 years ago:

• Search engines are evolving. Over 50% of consumers now start health-related searches in places like ChatGPT or voice assistants, not just Google.²
• Legacy media (TV, news mentions, awards) are weighted more heavily in AI-generated search summaries.
• Social media is no longer optional. 74% of patients say they trust recommendations and education from physician-led social channels.³ 

If you haven’t audited your marketing lately, you may be throwing money at channels that no longer work—or ignoring ones that could create the biggest impact. Consider reallocating part of your budget to local TV or reputable media features. AI prioritizes these sources in search rankings more than traditional SEO alone. 

3.  Differentiate Your Practice: The Power of Why You 

Every bariatric surgeon can talk about procedures and outcomes. But far fewer can answer the question: 

Why should I trust you with my life-changing surgery?

This is where your personal brand comes in. Even if you practice within a hospital system, your reputation, your story, and your approach matter more than ever. Patients are craving connection and confidence. 

For years, my husband and I saw this firsthand: even when the hospital spent thousands on generic marketing, 80% of our patients still came through our own efforts—because they knew us, not just the institution. 

Ask Yourself:

• What makes you uniquely qualified?
• How are you communicating that story?
• Where are those conversations happening—on your website, in video, in patient education materials? 

If you can’t confidently answer those questions, you’re likely blending in. 

4.  Embrace AI—Both as a Challenge and a Gift 

Let’s be real: AI is disrupting marketing and patient education at warp speed. It’s easy to feel intimidated—but it can also be your greatest ally. 

Challenges:

• AI-generated search results may not accurately reflect your expertise if you haven’t invested in credible citations and media exposure.
• Patients are getting conflicting information—sometimes from less reputable sources. 

Opportunities:

• You can now repurpose your knowledge into multiple formats (blogs, videos, social posts) in hours, not weeks.
• AI tools can generate patient education, SOPs, and even consent forms. 

What I Find Works Well: Spend one day recording short videos answering your most common patient questions. Then use AI tools to:

• Transcribe them into blog posts
• Create reels and YouTube shorts
• Develop downloadable guides 

Suddenly, you have at least a month of content—without being the face of every piece.

If you’re hesitant to show up on camera, remember: You don’t have to. You can voice narrate over office B-roll or animated slides while still building familiarity and trust. 

5.  Boost Profitability Through Smart Systems 

I’ve spent two decades helping practices grow. If there’s one lesson I’d etch in stone, it’s this:

The most successful practices are not the ones working harder. They’re the ones building smarter systems. 

It starts with metrics. You can’t fix what you’re not measuring:

• Where are your leads coming from?
• What’s your average cost per acquisition?
• Which marketing investments are driving revenue?
• Which ones are just noise? 

I know it’s tempting to skip this step—but ignoring your numbers is the fastest route to frustration. In my consulting programs, this is often the first eye-opening moment: a monthly review of what’s working, what’s wasting resources, and where you can optimize. 

From there, everything gets easier: staffing, patient pathways, follow-ups, and profitability. 

6.  Remember: Resilience Is a Choice 

In every industry, some businesses are weathering the storm—and some are growing faster than ever. What separates them isn’t luck. 

It’s:

• Consistently measuring and adjusting.
• Showing up where patients are.
• Clarifying why you are the trusted guide.
• Systemizing operations so nothing falls through the cracks. 

If you take nothing else away, let it be this: 

Waiting for normal is a losing strategy. Building a sustainable foundation is the only path forward.

Ready to Future-Proof Your Bariatric Program? 

I’ve helped hundreds of practices build a profitable, sustainable business—even in markets that feel impossible. 

If you’re ready to stop reacting and start leading, here are your next steps:

1. Book a complimentary discovery call to uncover hidden opportunities.
2. Join my Bariatric Business Accelerator for step-by-step implementation support. 

Remember, the most resilient practices aren’t built overnight—but they are built on purpose.

References:

1. American Pharmacists Association. GLP-1 Prescriptions Skyrocket. Published 2024.
2. Pew Research Center. The Rise of Conversational AI in Health Information Search. Published March 2024.
3. PatientPop. How Patients Use Social Media to Choose Providers. Survey Report, 2023.