The weight-loss drug market is shifting towards a consumer-driven model, with companies envisioning GLP-1 medications as subscription services akin to streaming memberships. Drugmakers Novo Nordisk and Eli Lilly are preparing to launch pill versions alongside injectables, targeting cash-pay channels and telehealth to reach a wider audience. This evolution aims to integrate medication management through smartphone apps, reflecting a projected market expansion to $150 billion by next decade.