Online Communities: (Re)connecting People Seeking to Lose Weight with Healthcare Professionals
People looking to lose weight are increasingly coming together in online communities. At a time when some influencers are promoting risky weight-loss methods—including the misuse of medications—these digital spaces could—if supervised by healthcare professionals—become a useful complement to traditional medical care.
Steffie Gallin, Montpellier Business School; Laurie Balbo, Grenoble École de Management (GEM) and Marie-Christine Lichtlé, University of Montpellier
One in two French people is overweight or obese. In an effort to lose weight, those affected no longer rely solely on healthcare professionals.
In particular, there are online communities dedicated to weight loss support that offer the opportunity to connect with “peers”—people “like us” who are facing the same challenges.
Online communities, on social media, among patients…
Sometimes affiliated with a brand (such as the well-known Weight Watchers community), and sometimes launched by internet users on general health websites (such as Doctissimo) or on social media—and sometimes featuring a scientific committee composed of doctors (as seen in certain patient-to-patient communities, such as Carenity)—these communities are here to stay and continue to attract new members.
How can we explain their success? Can they serve as a catalyst for more balanced eating habits? How can we reconcile their approach with the care provided by healthcare professionals?
The Role of Influencers in Weight-Loss Diets
Weight loss is an uphill battle. That’s what emerges from the testimonials collected in our study. This qualitative study was conducted with 25 users of online communities.
Annie, 43, says, for example:
“I really enjoy good food, but I’m getting my life back on track now. I think I’ll stick to this diet for the rest of my life—it’s helped me realize that being overweight is something you can manage, but it requires daily attention.”
Various strategies are used to lose weight: for example, visiting a healthcare professional or following a low-calorie diet such as the well-known Weight Watchers program (the brand ceased operations in France at the end of 2024).
But these days, some people who want to lose weight follow health and wellness influencers on social media. This marks a new era for dieting, one in which influencers are particularly influential.
The Risks Associated with Promoting the Misuse of Medications
Currently, influencers are widely promoting semaglutides such asOzempic without any medical supervision, which poses risks that health authorities have warned about. Ozempic is, in fact, a diabetes medication that is being illegally diverted from its intended use because it promotes weight loss.
It should be noted that there is now a version of the same molecule, marketed under the name Wegovy, which is indicated for the treatment of obesity in very specific situations. This new medication is available only by prescription, and prescriptions are strictly regulated.
"Support communities" made up of people who are "just like us"
Many people also turn to online communities to share their weight-loss journeys and support one another.
Sabah, 35, says:
"Just the act of sharing our struggles—I think that makes a difference. It can lift our spirits."
These communities help keep him motivated through interactions with people who have had similar experiences.
Lise, 53, explains:
“There’s one thing that’s always struck me as rather difficult: getting weight-loss advice from people who are very thin. In a way, do they really know what it’s like to be on a diet and what that experience entails? […] There’s a level of understanding within these communities that you don’t necessarily get from a professional.”
The medical community can therefore no longer ignore the existence of these gathering places, nor the listening and empathy that patients need but that these professionals do not always have time to provide.
These online communities created for weight loss are referred to by participants as “support communities.” Sharing is at the heart of these communities.
Estelle, 32, says:
"I think that when people take that step of going to forums, they're looking to share and support one another."
This support can be informational in nature—when users share advice and tips—but it can also be emotional in nature.
Jennifer, 22, says:
"It feels good when people say you've lost weight or that you've overindulged. It's nice to see them write, 'Keep it up, hang in there.'"
Participants seek to connect with people and “people who are like them.” “In the same boat,” “people who are like me,” and “finding things in common” are all ways of referring to people we think are like us, with whom we identify.
A place to connect and eat better?
Our second study, a quantitative study conducted among 335 community users, shows that the more supported a user feels, the more they identify with other community members. However, in any social gathering, rules must be followed to ensure that interactions are as peaceful and beneficial as possible.
There are many rules and standards that govern these communities: don’t judge others, post your weight loss every week, be honest, share your meal plans, don’t follow restrictive diets, participate in the community every day, and set a specific goal.
Our study shows that the more participants adhere to these rules, the more their self-efficacy increases, which is reflected in particular by a higher intake of fruits 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 sharing recipes within the community, also notes:
"It was a salmon pasta gratin. With fish. It gave me an idea, because I don't usually make that."
Myriam, 32, adds:
“I’ve incorporated chocolate into my diet, for example, even though I don’t usually eat chocolate at all. I’m more of a savory snacker. Now that I’ve incorporated chocolate, I realize it helps me get through the day. It’s a little moment of pleasure, and that’s a tip I picked up on the forums.”
Additional support for patients
While one of our previous studies, conducted among 23 nutrition experts, had shown that healthcare professionals are skeptical of these online communities (due to potential misinformation, an overreliance on beliefs, and encouragement to follow restrictive diets, for example), these experts could leverage them to provide a multidimensional approach to managing overweight and obesity.
Turning to these communities could provide additional support in the current context, where the focus is on addressing the causes—and not just the consequences—of obesity, by drawing on the expertise of nutritionists as well as psychologists, cardiologists, and other professionals.
As an alternative to communities that promote diets criticized for being restrictive, communities developed, supported, and supervised by healthcare professionals could be a source of psychological well-being for their patients.
There is still work to be done to better (re)connect patients and healthcare professionals. Support must be at the heart of care for overweight and obesity, as it makes it easier to achieve one’s goals.
Steffie Gallin, Assistant Professor, Montpellier Business School; Laurie Balbo, Associate Professor of Marketing and Director of the MSc Digital Marketing & Data Analytics Program, Grenoble École de Management (GEM) and Marie-Christine Lichtlé, Full Professor, Co-Director of the MARÉSON Chair, University of Montpellier
This article is republished from The Conversation under a Creative Commons license. Readthe original article.