Medifast will mix coaching and technology to achieve its 2015 goal of double digit earnings growth, said the company’s CEO Michael MacDonald. MacDonald added that the weight loss company will save money on capital expenditures by closing its clinics and using its network of coaches as independent contractors. He said Medifast has a partnership with Fitbit and is open to other technology offerings for its products. MacDonald said January is an important month in the weight loss industry and it seems to be tracking well. Finally, he said Medifast prefers the authenticity of real people for its ad campaigns, as opposed to hiring celebrities.
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