People with excess weight incur much greater healthcare costs than people without; having excess weight is expensive. The cost of healthcare rises every year, along with rising rates of obesity and overweight (pre-obesity). Private employers shoulder the greatest burden of the cost of healthcare – it is typically the second largest cost on a balance sheet, second only to payroll. By providing their workforce with a disease management program targeting obesity, Health Partners MD enables employers to reduce their healthcare costs. Our messaging to employers is clear.  However, our messaging to employees with excess weight needs to be different and this message is much less clear. Although employees share some of the burden of healthcare costs by way of rising copays and deductibles, most don’t understand all of the ways that rising healthcare costs affect them indirectly. Most employees are unaware that the biggest reason for slow wage growth is the need to divert more money into healthcare costs every year, leaving little room for salary increases; presenting ourselves as a solution to an economic problem is ineffective to this population. Many people with excess weight want access to evidence-based treatment and, if their employer were to offer a disease management program specifically addressing obesity, would choose to engage with it. Others, however, would view this type of employer-sponsored intervention with suspicion and may reject it outright upon learning that their employer has deployed it as a cost-saving strategy. Some people will actively work against a solution that has a clear benefit for someone else – especially when it’s a boss/superior/corporation that benefits. Our problem for this reverse pitch is this: How to we best market our disease management platform as B2B2C – in other words, promote Health Partners MD as a service that lowers healthcare costs for employers (solving a financial problem for them), yet, once deployed, pivot our marketing to employees suffering with excess weight, presenting it as a positive solution to an individual problem?