As obesity becomes increasingly visible in the media and on social platforms, public awareness is growing, but misconceptions, stigma and practical barriers to effective care remain. At the same time, obesity is increasingly recognised as a chronic disease requiring long-term, multidisciplinary management. GPs therefore play a central role. They are often the first healthcare professionals to identify the issue, initiate a sensitive conversation and support patients throughout treatment and follow-up.

For healthcare and pharmaceutical organisations, understanding what happens in everyday clinical practice is essential to developing relevant education, engagement and patient-support programmes. Grayling helps clients generate these insights through tailored research projects – from questionnaire design and fieldwork to analysis, interpretation and communication of findings – supporting the development of evidence-based market access and communications strategies.

In a recent survey conducted among 290 GPs across Croatia, we explored how obesity is currently addressed in primary care, the barriers physicians encounter and the support they consider most valuable.

Obesity is already part of primary-care conversations

More than 75% of respondents said they often or almost always proactively raise the issue of excess weight or obesity when they believe it presents a health risk.

The findings also suggest that obesity management is moving beyond lifestyle advice alone. Physicians reported using structured follow-up, specialist referrals and pharmacological treatment options as part of a broader approach to care.

Practical and communication barriers remain

Some of the most significant challenges identified were not purely clinical. More than 40% of physicians said that additional consultation time would be the most valuable form of support when working with patients living with obesity.

Maintaining long-term patient motivation and navigating sensitive conversations within limited appointment times were also among the most frequently cited challenges. This indicates that effective healthcare professional engagement should provide not only scientific information, but also practical tools that reflect the realities of a time-constrained primary-care environment.

Research that supports better healthcare engagement

The survey provided a detailed picture of how Croatian GPs approach obesity, how confident they feel discussing modern treatment options and what would help them deliver more effective care.

By combining healthcare-sector knowledge with survey design, stakeholder engagement and strategic communications expertise, Grayling helps healthcare and pharmaceutical clients turn professional insights into more relevant programmes, stronger engagement strategies and better-informed communication.

For full survey analysis and further insights, contact us at zagreb@grayling.com.

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