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Virta Health selects Mission North as AOR

The agency is providing services in corporate communications, earned media, content, digital, social media and thought leadership for Virta’s CEO.

Jess Ruderman

August 26, 2025

3:04 pm

Virta employees on a team retreat in 2024. (Credit: Virta, used with permission)

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Weight loss and diabetes digital health company Virta Health has appointed Mission North as its AOR.

Effective in June, the agency is supporting Virta Health through corporate communications, earned media, content, digital and social media, according to Mission North co-CEO Tyler Perry.

Mission North is also focused on thought leadership for Virta’s CEO and cofounder Sami Inkinen around his personal story as an Ironman athlete who discovered he was prediabetic, as well as promoting Virta’s overall mission of reversing type 2 diabetes.

“The digital health space is really heating up,” Perry said, emphasizing the prevalence of GLP-1s as a solution for weight loss as well as diabetic patients. “The campaign that we’re doing is to drive awareness around the concept of metabolic health and that you can manage metabolic health [and] reverse diabetes and obesity with nutrition.”

While Virta does work with GLP-1s, its goal is to reduce reliance on the medications and offer a free, sustainable alternative. The company’s program provides personalized nutrition and coaching and is covered by over 550 Fortune 1000 employers, health plans and government organizations.

“We are at a unique cultural moment where metabolic health is finally taking center stage,” Virta Health VP of communications Judy Huang said via email. “While GLP-1s have fueled the conversation around the obesity and diabetes crises, Virta has been pioneering a nutrition-first, clinically validated approach that actually reverses these metabolic diseases that were previously considered chronic and progressive.”

GLP-1s are cost prohibitive to many consumers, Perry explained, noting that data shows that the medications don’t exhibit long-term success with sustainable weight loss after stopping them.

“GLP-1s can certainly catalyze weight loss, but then there’s work to be done on how to sustain it [and] how to come off of medication, because it’s costly for employers, it’s costly for individuals and it’s costly for health insurers,” Perry said. “[Virta] is looking to offer, with nutrition and coaching, a path to sustainable weight loss and type 2 reversal.”

Virta did not issue a public RFP, but instead approached a handful of agencies, including Mission North, according to Perry.

Mission North SVP of life sciences and health Melissa Barry is leading the account alongside a team of seven. The partnership is currently open-ended with the goal of driving broader consumer and corporate awareness around metabolic health and nutrition-based solutions.

Additional clients within the agency’s life sciences and health practice include LifeStance Health, an online therapy and psychiatry service; immunotherapy company Corner Therapeutics; and Antheia Bio, a synthetic biology company.

“With nearly a decade of outcomes proving that reversal is possible, we see an urgent opportunity to elevate the conversation beyond short-term, pharma-first fixes to nutrition-first, lasting health restoration,” Huang added. “Mission North is the right partner to help amplify this message and ensure Virta’s leadership in reversing metabolic disease reaches the broad audience this moment demands.”

Budget details of the partnership were not disclosed.

Virta Health reps declined to disclose who the company’s previous PR AOR was.

Virta Health surpassed a $100 million annualized revenue run rate in early 2025, with over 60% year-over-year growth, according to Mission North. The company, headquartered in Denver, Colorado, also introduced a guaranteed ROI weight loss program in June.

In addition to Virta, Mission North recently added Mesh, a Paypal-backed financial connection layer, and Earnest, a fintech lender offering student loan refinancing and private student loans, to its client portfolio. The agency began working with Mesh in mid-July and Earnest at the end of June, both of which sit within the firm’s financial services division.

In August, Mission North appointed Scott Love as SVP, leading the firm’s financial services practice.

This article originally appeared on PRWeek US.

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Virta Health selects Mission North as AOR

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