Online communities: (re)connecting weight-loss seekers and healthcare professionals
People wishing to lose weight are increasingly gathering in online communities. At a time when some influencers are promoting risky weight-loss methods, even involving the misuse of drugs, these digital spaces could - if supervised by healthcare professionals - become a useful complement to traditional medical support.
Steffie Gallin, Montpellier Business SchoolLaurie Balbo, Grenoble School of Management (GEM) and Marie-Christine Lichtlé, University of Montpellier
One in two French people is overweight or obese. To try and lose weight, these people no longer rely solely on health professionals.
In particular, there are online communities dedicated to weight loss support, offering the opportunity to exchange ideas with "peers", people "like us", who face the same problem.
Online communities, on networks, between patients...
Whether linked to a brand (such as the well-known Weight Watchers community), launched on the initiative of Internet users on general health sites (e.g. Doctissimo) or on social networks, and sometimes with a scientific committee made up of doctors (such as certain patient communities, like Carenity), these communities have endured and continue to attract new members.
What accounts for their success? Can they be a lever for more balanced eating habits? How can their approach be reconciled with the care offered by healthcare professionals?
The role of influencers in weight-loss diets
Losing weight is an obstacle course. This is what emerges from the testimonials gathered in our study. Qualitative in nature, it was carried out with 25 users of online communities.
Annie, 43, for example, says:
"I like good food, but I'm getting my act together. I think I'll be on this diet for the rest of my life. It's helped me realize that being overweight can be managed, but it's something you have to take care of every day."
Different strategies are implemented to lose weight: for example, visiting a health professional's office or undertaking a low-calorie diet following the example of the famous Weight Watchers program(the brand ceased operations in France at the end of 2024).
But now, some people who want to lose weight are following health/wellness influencers on social networks. This signals a new era for dieting, in which influencers are particularly listened to.
The risks of promoting the misuse of drugs
Influencers are currently widely promoting semaglutides such asOzempic outside medical control, with risks that health authorities have warned against. Ozempic is an anti-diabetic drug that is being illegally diverted from its original use because it induces weight loss.
It should be noted that there is now a version of the same molecule, marketed under the name Wegovy, indicated this time to treat obesity in very specific situations. This new drug is available by prescription only, and prescriptions are highly restricted.
Communities of support" with people who "look like us
Many people also turn to communities to share their weight loss journey and help each other.
Sabah, 35, testifies:
"Just sharing our difficulties, I think it does something. It can lift spirits."
These communities help to keep you motivated, through exchanges with people who share the same experience.
Lise, 53, explains:
"There's one thing I've always found rather difficult, and that's being advised to lose weight by people who are skinny. Do they really know what dieting is and what it's like? [...] There's an understanding in these communities that you don't necessarily get with a professional."
The medical profession can no longer overlook the existence of these gathering places, and the listening and empathy that patients need and that these professionals don't always have the time to provide.
These online weight-loss communities are referred to by participants as "supportive communities". Sharing is at the heart of these communities.
Estelle, 32, analyses:
"I think that when we take this step of going to the forums, we're looking to share and support each other.
This support can be informational, as users exchange tips and tricks, or emotional.
Jennifer, 22, reports:
"It feels good when you say you've lost weight or overdone it. It's nice to see yourself write 'Continue, courage'."
Participants seek to exchange with people and "profiles that are similar to [them]". "In the same boat", "people who are like me", "finding common ground" are all ways of referring to people we think are like us, with whom we identify.
A sharing space for better eating?
Our second, quantitative study of 335 community users shows that the more users feel supported, the more they identify with community members. However, in any social gathering, rules must be respected to ensure that exchanges are as serene and profitable as possible.
The rules or norms that govern communities are numerous: don't judge others, post your weight loss every week, be sincere, post your menus, don't follow restrictive diets, participate in the community every day or set a specific goal.
Our study shows that the more participants comply with these rules, the greater their self-efficacy, which translates in particular into greater consumption of fruit and vegetables, in line with official recommendations and the scientific literature. This strategy is recognized as effective for weight loss.
Claude, 70, when talking about revenue sharing in the community, also says:
"It was a salmon pasta gratin. With a fish. It gave me an idea, because I'm not used to doing that."
Myriam, 32, adds:
"For example, I've incorporated chocolate into my diet, even though I don't eat chocolate at all. I'm more of a savoury snacker. Now that I've included chocolate, I realize that it helps me get through the day. It's a little moment of pleasure, and that's a piece of advice I got from the forums."
Additional support for patients
While one of our previous studies of 23 nutrition experts showed that health professionals were wary of these online communities (possible misinformation, too many beliefs, incitement to undertake restrictive diets, for example), these experts could take advantage of them for a multidimensional management of overweight and obesity.
The use of these communities could provide complementary support in the current context, where the emphasis is on treating the causes, not just the consequences, of obesity, using not only nutrition experts but also psychologists, cardiologists and other professionals.
As an alternative to communities that advocate diets decried for their restrictive nature, communities developed, nurtured and supervised by healthcare professionals could be a source of psychological well-being for their patients.
There is still a long way to go to better (re)connect patients and healthcare professionals. Support must be at the heart of overweight and obesity management, as it makes it easier to achieve one's goals.
Steffie Gallin, Assistant Professor, Montpellier Business SchoolLaurie Balbo, Associate Professor of Marketing _Director of the MSc Digital Marketing & Data Analytics Program, Grenoble École de Management (GEM) and Marie-Christine Lichtlé, University Professor, Co-Responsible for the MARÉSON Chair, University of Montpellier
This article is republished from The Conversation under a Creative Commons license. Read theoriginal article.