How Clarity helped shape the policy and media debate on obesity

Juniper is a digital weight management service that combines clinically-proven proven GLP-1 medications alongside ongoing health coaching, tracking, clinical consultations and a dedicated support team, all to create an effective and NICE-endorsed method of weight management.

The Challenge

As a provider of weight loss medication, Juniper faced several complex challenges in influencing both media and political spheres - but a strong opportunity for growth remained.

First, there was heightened media scrutiny and debate around the morality of weight loss medication, especially following high-profile celebrity use of Ozempic. Policymakers and parliamentarians were sceptical too, seeing medication as a potentially irresponsible “quick fix”, preferring to focus on prevention and lifestyle changes alone. There was a looming risk of regulation.

But demand still existed, and with it, a bottleneck. Statistics around obesity remain stark and demonstrate the need for increasing access to weight loss medication: with the UK having one of the highest adult obesity rates within Europe and obesity-related illness costing the NHS an estimated £11bn to the NHS. Despite this, access to weight loss medication was limited with strict NHS eligibility criteria and complicated referral pathways.

Juniper’s core challenge was to position itself as a responsible provider, not merely a supplier, with comprehensive wraparound care. Building trust and credibility was key to growing brand awareness and relationships with policy stakeholders, as well as increasing share of voice and driving customer acquisitions within a closely scrutinized market.

Our Insight

Clarity has extensive experience supporting visionary healthtech clients in bringing clarity through ideas, influence, and impact. Tapping into our extensive networks of both influential journalists and key stakeholders across the health industry, we were well positioned to support Juniper in their long-term ambitions.

The 'Now, Near, Next' approach used by Clarity aligns clients’ immediate needs with long-term ambitions, all driven by data and tailored to their vision. From strategy to execution to measurement, Clarity’s partnership aims to help clients influence the world and impact the future.

Our Strategy & Solution

Clarity adopted a multidisciplinary approach across PR, Public Affairs, digital, and content to enhance the reputation of weight loss medication, monitor for potentially onerous regulation, and ultimately position Juniper as a leader in wraparound care. We aimed to build trust, establish Juniper’s expert voice, and enhance credibility.

PR activity began with Point-of-View sessions with key Juniper spokespeople and building a bank of patient stories to use as case studies. We used this messaging to engage with national health journalists and health trades to educate them on Juniper’s platform, reputation and long-term aims. 

Leveraging growing media interest in weight loss jabs, we newsjacked obesity-related news with commentary from Juniper spokespeople to position them as leaders of safe, holistic weight management. Alongside this, we also pitched out 25 x patient case studies to national media outlets securing 34 x pieces of national coverage.

Pivotal PR activity included a new year data campaign revealing widespread public interest in weight loss jabs and surrounding stigma in the UK. For this campaign alone, we secured nearly 30 top-tier placements.

Public affairs-wise, Clarity identified a range of key stakeholders to build relationships with, first building trust with 121 meetings with top-target parliamentarians and patient groups. Clarity secured parliamentary questions regarding future policy plans on weight loss medications and parliamentarians responded by sharing their personal experiences with weight in an op-ed directly with the media.

This strong relationship-building culminated in a roundtable discussion in Parliament with credible attendees including politicians, health organizations and patient groups such as NESTA, the Royal College of Nursing, Obesity UK and more. The expert insights from the discussion, focused on the limitations of existing weight management pathways and solutions for increasing access, were brought together in a report designed by the Clarity Digital Content Team. The report was launched in the heart of Westminster, the findings covered in the media and capitalized on for further 121 meetings to maintain momentum.

Impact

Overall

• Hit 30,000 new patients over last 4 months with a goal to double over next 4 months

PR

• 87 x pieces of coverage across 6 months, with 60 pieces featuring in Tier One publications including Daily Mail, Reuters, The Sun and iNews  
• 38 x pieces of coverage for patient case studies using 10+ different case studies (November 2024 - July 2025)
• 43% increase in share of voice from 5.9% to 48.9% (Nov. '24 to April '25)

Public Affairs

• Identified, engaged with, and educated key stakeholders to help us shift the political narrative from scepticism over weight loss medication and a sole focus on the food system.
• Built trust with 121 meetings with top-target parliamentarians - including a mix of those who were open about using weight loss medication themselves to build alliances, and those who would benefit from being educated about Juniper’ holistic approach - as well as patient groups, delivering parliamentary questions and an op-ed.
• Maintained momentum of this relationship-building by organising roundtable discussion in Parliament with credible attendees including politicians, health organisations and patient groups to build recommendations for the government. 
• The expert insights from the discussion were brought together in a report designed by a fully integrated team cut across digital, design, content and PA which called for a national obesity plan and a change to the tiered system of weight management services. 
• The report was launched in the heart of Westminster, and capitalised on for further engagement.
• Culminated in providing comments welcoming the 10 Year Health Plan which outlined a “moonshot” ambition to tackle obesity in England through a mix of exploring digital-only means of delivering weight management services, widening access to weight loss medication and public health interventions on food and diet.