Wellness Newsletter: Direct-to-Consumer Healthcare Gets a Millennial Makeover
Photo Credit: A woman is shown on her laptop in her bedroom. Hims, a men’s health and wellness brand, recently launched Hers, to make it easier and cheaper for women to purchase birth control, acne medication, hair regrowth pills, and more. Unsplash / @all_who_wander
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A brand like Hims (and now Hers), which makes it easier to gain access to health and wellness at a lower cost, all while touting smart design, knows what it’s doing. And it will probably see the revenue to prove it.
Combine a savvy marketing campaign, sharp product design, and early embrace of emerging health tech (also known as telemedicine), and it’s no surprise that Hims, a men’s health and wellness brand that sells generic medication directly to consumers, found major success after it launched last year.
The company recently introduced a similar service targeted toward women, aptly named "Hers." But will the company see the same momentum with its new brand? It’s tricky. Hims’ goal is to give men easier access to products they need — especially those that they may feel awkward talking about, like medication for erectile dysfunction and hair loss. Women, however, don’t necessarily have those same healthcare hang-ups.
As Hilary Coles, brand lead on the Hers launch, explained to Forbes, “Men have been told for years that it’s weird to want to take care of yourself. As women...we felt like we've been inundated.” Thus, Hers will have to take a different approach by cutting th
