Octane Aesthetics Tech Forum: GLP-1 Receptor Agonists Are Reshaping Consumer Behavior and Aesthetic Business Models

The rise of GLP-1 receptor agonist (GLP-1RA) medications is doing more than transforming bodies; it is reshaping the very business of aesthetics. At the 2026 Octane Aesthetics Tech Forum, panelists described how GLP-1RAs are influencing patient behavior, redefining value propositions, and catalyzing a broader wellness shift across the industry. For many aesthetic surgeons, GLP-1RAs have become an unexpected growth engine. 

“This is the single largest driver of growth in aesthetic surgery in my practice over the past 7 years,” said Dan Gould, MD. “It is not just weight loss; it is patient readiness for full-spectrum transformations.”

Panelists emphasized that these patients often arrive newly motivated, committed to long-term change, and open to bundled journeys that include wellness coaching, skin therapies, and surgery. 

“We are not just making skin tighter or redistributing fat anymore,” said Johnny Franco, MD, FACS. “We are improving lives.”

Beyond the clinic, GLP-1RAs are triggering downstream economic and cultural shifts. 

“We’re seeing changes in consumer behavior—less impulsivity, less alcohol use, changes in eating patterns,” Dr. Gould added. He cited social media data and market disruptions in restaurants, alcohol sales, and even apparel sizing as early signs that GLP-1RAs are quietly restructuring the consumer landscape.

That ripple effect is why some practices have launched infrastructure to keep GLP-1RA care in-house. Jonathan Kaplan, MD, described building Dr. Well, a digital platform that enables providers to prescribe and manage GLP-1RAs and adjacent therapies such as BPC-157.

“We have created a counterpoint to the commoditized platforms like Ro and Hims,” he said. “Our approach brings convenience to the patient but keeps them tethered to actual medical care.”

The discussion also addressed off-label prescribing and the need for education at every level. 

“Patients are going to be on these drugs whether you offer them or not,” Dr. Franco said. “You need to be in the conversation, or you risk losing relevance.”

Panelists advocated for bundled pricing models and concierge frameworks to preserve value, especially as the market matures. 

“It is not a race to the bottom,” Dr. Kaplan said. “We are offering continuity, clinical safety, and bundled journeys. That’s what differentiates us.”

GLP-1RAs may improve patient behavior beyond the metabolic. Several panelists noted fewer surgical complications, greater compliance, and even reduced smoking and addiction tendencies among their GLP-1RA-using patients. 

“In 10 months, they are just better patients,” Dr. Gould said.