GLP-1 Telehealth Business Plan: Section-by-Section Outline

A GLP-1 telehealth business plan has eight sections: executive summary, market, model, operations and partners, compliance, customer acquisition, unit economics and financial projection. Two of them, the acquisition plan and the metric definitions, need more detail than generic templates give. This outline gives each section a question, a reader and fill-in fields, with no example numbers.

Bracketed cells are yours to fill. Where a regulator page or a public company filing gives a dated reference point, the source is named.

Plan section map

A GLP-1 telehealth business plan maps to eight sections, and each one has to answer a single question for a specific reader.

The 2008 ATA Business and Finance SIG template, an early telemedicine business plan template, lists 15 components and covers reimbursement and grant funding. A brand that bills its customers directly can fold most of them into the eight above. The template says the executive summary is the last component compiled and that financial projections cover three years. This outline keeps both.

Executive summary and offer

The executive summary of a GLP-1 telehealth plan is one page, written after every other section. It states five things:

• Offer: [what the customer buys and how it is billed]
• Who it serves: [customer segment, states served]
• How customers arrive: [channel mix in one line]
• How the brand earns: [revenue lines and the margin definition]
• The ask: [amount, use of funds, timeline]

Market and positioning

The market section names the competitor set, the supply route and the reference points an investor can check.

• Competitor set: [five to ten named operators], each fact with a source and a date. Listed telehealth operators publish SEC filings, which are dated primary sources.
• Supply route: [branded, compounded or both] and [the pharmacy that fills]. The compounded GLP-1 explainer covers the difference. In its Form 10-Q for the quarter ended June 30, 2026, Hims & Hers says it moved its US weight loss offering toward branded GLP-1 medications in March 2026, with compounded GLP-1 medications offered on a limited scale. A supply route can change within a quarter, so write it as a scenario, not a constant.
• Positioning: [one sentence on who you serve that the competitor set does not].

Business model and revenue lines

The business model section lists each revenue line, the unit it bills on and the refund rule, on one page. The models themselves are explained on the telehealth business model page, so the plan only picks one. Fields: [revenue lines], [billing unit: order, month or membership], [refund rule], [what is prepaid].

Operations and partners

The operations section names who prescribes, who fills, who ships, who supports customers and which legal structure ties them together. Fields:

• Provider network: [model, states covered]
• Pharmacy partners: [primary, fallback]
• Platform and support: [systems, hours, owner]
• Team: [roles and relevant experience]
• Legal structure: [see below]

The legal-structure field needs a state-by-state matrix. A 2013 Epstein Becker Green explainer describes the “friendly PC” model: a professional entity whose shareholders are all physicians employs the clinicians and contracts with a management services organization (MSO). Hims & Hers describes a version of this in its filing, with physician-owned medical groups engaging the providers and the company supplying non-clinical services.

Oregon shows why the matrix needs dates. SB 951 took effect June 9, 2025 and was amended by HB 3410. Holland & Knight reports that the new restrictions took effect January 1, 2026 for new arrangements and apply to preexisting ones from January 1, 2029. Its alert also lists advertising a medical entity’s services under the name of an entity that is not a medical entity as an example of de facto control, so the marketing and legal sections have to agree on whose name appears in ads.

Matrix columns: [state], [rule type], [MSO limits], [effective date], [source and date]. Counsel owns this field.

Compliance and platform eligibility

Compliance and platform eligibility in a GLP-1 telehealth plan comes down to the constraints that must be met before ads and payments run, each with a date.

Customer acquisition plan

The customer acquisition plan names every channel, what it needs before ads can run and what a customer from that channel may cost. It is the longest section because it carries the most fields. The full marketing document, with creative and funnel detail, belongs in a separate file, and GLP-1 marketing strategy covers it.

How we run it

The GLP1.partners media team runs GLP-1 and telehealth traffic through Meta, Outbrain and TikTok, our own comparison sites, an affiliate network we manage and an Instagram influencer network. So far that is $38M in GLP-1 media managed and 27 GLP-1 brands scaled. On Meta we use established agency accounts built for GLP-1 scale, with a dedicated Meta agency contact. On Outbrain we use established accounts with a dedicated setup for GLP-1. We run GLP-1 and telehealth traffic at scale with platform approvals on every network we buy. The paid media service and the affiliate network pages describe the two main routes.

One pattern from that work belongs in any plan. In the media team’s experience, affiliates whose customers keep refilling are the ones who give customers all the information they need and make them want to stay with the brand. That is why the plan should track refill rate by source, not only by month.

What we look for in an acquisition section:

• A customer definition that matches the CAC denominator.
• A cost-to-customer field per channel, not one blended figure.
• A dated platform prerequisite for every channel.
• A second channel ready for any channel above the concentration trigger.
• Refill rate by source, so channels are compared on retained customers.

A second pair of eyes on this section is one call away: book a call.

Unit economics formulas

The unit economics section of a GLP-1 telehealth plan gives six formulas, and each one needs a fixed definition before any number goes in.

Metric definitions decide what a projection means. Hims & Hers’ Form 10-Q for the quarter ended June 30, 2026 shows how a listed operator handles this:

• It says one-time purchasers are not Subscribers, yet its Monthly Revenue per Average Subscriber includes their revenue. Excluding it would have lowered the Q2 2026 figure by approximately $10.
• It defines customer acquisition costs as advertising and media costs excluding content production. Its larger marketing expense line also includes salaries, agency and contractor costs and content production.
• It warns that other companies may calculate similarly titled measures differently.

For benchmarks, see patient acquisition cost. The customer stages that feed the cohort model are in the GLP-1 patient journey.

Financial projection structure

A GLP-1 telehealth financial projection runs from spend to cash through a driver tree and a 36-month cohort layout. The chain, in order: acquisition spend by channel, cost per customer, new customers by month, cohort retention, orders per month, revenue, contribution margin, fixed costs, cash.

• Cohort layout: one row per monthly cohort, 36 columns, matching the three-year projection period in the ATA template.
• Statements: [profit and loss], [cash flow], [balance sheet]. Cash flow must show ad-spend float and refund timing. Hims & Hers says it estimates refunds primarily from historical refunds granted and records the estimate against revenue with a corresponding refund liability.
• Scenarios: [low], [base], [high], each with its own channel mix, refill curve and refund rate.
• Cost lines come from your startup-cost worksheet. This page leaves those cells blank.

Risks and triggers

The risk register of a GLP-1 telehealth plan lists five risks, each with a written trigger, a response and an owner.

Dated examples from the public record:

• Concentration: the Hims & Hers filing says Meta changed its use of certain health-related data for ad targeting in 2025. See health data restrictions.
• Supply: the same filing says certain weight loss offerings are primarily fulfilled by one supplier.
• Consumer protection: on July 29, 2026 the FTC, the Utah Division of Consumer Protection and Los Angeles County filed a complaint against the company alleging violations of Section 5 of the FTC Act and certain provisions of ROSCA, after an FTC investigation into its privacy, advertising, subscription and cancellation practices. The company says it intends to defend.
• Claims: the FDA letters of March 3, 2026 are covered above.

Step-by-step: how to write the plan in order

A GLP-1 telehealth business plan is easiest to write in seven steps, starting with definitions and ending with review.

1. Fix the definitions: paying customer, CAC, refill, contribution margin, horizon.
2. Model one monthly cohort over 36 months, then copy it forward.
3. Draft the channel table with a platform prerequisite and a fallback for each row.
4. Fill the compliance table and the state matrix, with a date on every row.
5. Write the market, model and operations sections from what steps 1 to 4 settled.
6. Write the executive summary last, from the finished sections.
7. Have someone who did not write the plan read it against the checklist below.

Checklist before you send it

Run these ten checks before the plan goes to an investor or partner.

1. Every metric has a one-line definition, and every table uses it.
2. “Customer” means a paying customer, defined once.
3. CAC states blended or per channel, and what sits inside it.
4. Retention is shown by monthly cohort.
5. Contribution margin lists medication, provider, pharmacy, shipping, payment fees, refunds and chargebacks.
6. Cash flow includes ad-spend float and refund timing.
7. The supply route and pharmacy partner are named, with a fallback.
8. The state matrix carries a source and date per row.
9. Every channel shows a platform prerequisite and the date it was checked.
10. Every marketing claim has a substantiation file, and the plan itself makes no efficacy claims.

FAQ

How much funding do I need to launch?

The plan should derive it, not assume it. Funding need is the lowest cumulative cash point in the cohort model plus the buffer in the use-of-funds table. This page gives no figure, because it depends on supply route, channel mix and refund timing.

What is the easiest way to write a telehealth business plan?

Start with definitions and one cohort model, as in the seven steps above, and write the executive summary last. The ATA template makes the same point about the summary.

How do I write the market analysis?

List five to ten named operators, give each fact a source and a date, and state the supply route. Public company filings are the easiest dated sources.

Does a telehealth business plan sample need numbers?

A sample with numbers is a projection, not a plan. The fields above let you fill in your own numbers under definitions an investor can check.