How Hims & Hers Built The Telehealth Brand: Key Branding Lessons

Hims & Hers has revolutionized telehealth branding since 2017. The company has grown to $872 million in sales with 1.9 million subscribers. These numbers showcase the vast potential in the global telehealth market, which stands at $101.2 billion and is set to grow 24.3% annually through 2030.

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The company processes over 10,000 visits daily and generates an average of $57 in monthly revenue per subscriber. The secret is its innovative healthcare delivery system. Traditional healthcare brands have struggled to reach digital-first consumers, but Hims & Hers has built a distinctive brand that appeals to modern healthcare needs.

In this piece, we'll get into the key branding strategies that turned Hims & Hers from a startup into a telehealth leader. Healthcare brands can learn from their market positioning, marketing approach, technological innovations, and customer experience developments.

Key Takeaways

Identified Market Gaps – Focused on stigmatized conditions and unmet healthcare needs.

Built a Scalable Platform – Developed a secure telehealth system with fast provider-patient connections.

Trust-Based Marketing – Used creative ads and influencer partnerships to normalize health conversations.

AI-Driven Personalization – MedMatch system tailors treatments using patient data.

Subscription Model Success – 600,000+ subscribers benefit from individual care plans.

Optimized Patient Experience – AI-driven EMR and specialized care teams reduce wait times.

Growth Potential – The telehealth market is expanding at 24.3% annually through 2030.

Lessons for Providers – Combining tech, marketing, and patient focus drives telehealth success

The Birth of a Healthcare Brand

Andrew Dudum spotted a huge gap in healthcare access back in 2016. People with stigmatized health conditions didn't want to see doctors. High copays, expensive drugs, and long wait times kept many away from traditional healthcare.

Identifying market gaps in telehealth

The founders saw that people needed proven medical solutions instead of the questionable wellness products flooding the market. The problems with the traditional healthcare system became clear when patients spent 37 minutes traveling just to get 20 minutes with their doctor. Getting your first appointment in major US cities took about 24 days - up 30% from 18.5 days in 2014.

Original focus on stigmatized conditions

The company chose to help people with conditions they felt awkward talking about with doctors. They started with prescription medications for private issues like erectile dysfunction and hair loss. These conditions made the list because people searched for them mostly online, showing they sought privacy.

Early platform development choices

The team built a strong telehealth infrastructure from the ground up. Their platform included crucial privacy protection and regulatory features needed to connect patients and providers safely. Expert physicians helped design customized question sets that were adapted based on patient answers.

The platform stood on three main pillars:

Detailed medical screening through dynamic questionnaires

Secure provider-patient communication channels

Integration of privacy and regulatory compliance features

The technology helped patients see providers faster than traditional visits and improved treatment results. By 2023, the platform will cover five key areas: Sexual Health, Men's and Women's Dermatology, Mental Health, and Weight Loss - helping conditions affecting over 100 million Americans.

These early choices turned into a soaring win as the platform now helps hundreds of thousands of interactions. The MedMatch technology quickly connects users with the right treatments while keeping high care standards. Patients now get consultations within hours or days, not weeks or months like traditional healthcare.

Building Trust Through Marketing

Trust is the life-blood of successful healthcare relationships. Hims & Hers learned early that building patient confidence just needed a complete reimagining of healthcare conversations, not just offering services.

Destigmatizing healthcare conversations

The company created an innovative approach to normalize sensitive health discussions. They used cacti imagery to address erectile dysfunction, which made a traditionally uncomfortable topic more approachable. This creative strategy helped remind consumers they're "exceptionally average" about health concerns.

Their marketing aims to eliminate shame around common health issues that stop patients from seeking care. Recent studies show that 92% of consumers trust influencers over traditional advertisers. This finding led Hims & Hers to adopt a more relatable communication approach.

Influencer partnership strategy

The company runs its influencer strategy on multiple tiers to maximize authenticity and impact. They work with:

Nano and micro-influencers who generate higher engagement rates

Mid-tier content creators who help magnify larger campaigns

Celebrity partnerships that bring credibility to specific conditions

Their strategic influencer selection shone through their partnership with Jennifer Lopez to address hair loss. They found that J.Lo had personal experience with the condition, and this collaboration created an authentic story that appealed to their audience.

Their influencer program succeeds based on several key principles:

Fair compensation for creators instead of traditional product-for-post arrangements

Performance-based partnerships that reward genuine impact

Creative freedom that lets influencers share authentic experiences

The company expanded its reach through strategic collaborations. They worked with REVOLVE to connect with millennial and Generation Z consumers. This partnership made Hims & Hers their exclusive wellness partner during New York Fashion Week events.

These carefully crafted marketing initiatives helped Hims & Hers turn awkward healthcare conversations into normal discussions. Their approach shows how modern healthcare brands can build trust by combining authentic storytelling with strategic collaborations.

Technology-Driven Growth Strategy

Hims & Hers' exceptional growth comes from its sophisticated technological infrastructure that handles over 10,000 provider-patient interactions daily. The company's steadfast dedication to AI-powered solutions and informed decision-making drives this success.

AI-powered personalization

The MedMatch system represents the most important advancement in personalized healthcare delivery. This AI-powered solution studies millions of anonymized data points from customer interactions to suggest the best treatments. The system started with support for anxiety and depression. Now, it helps providers choose the best medications, dosage strengths, and delivery methods for each patient.

Data-driven decision making

The platform's proprietary Electronic Medical Record (EMR) system does much more than traditional billing and coding. The system exploits big datasets to enable:

Live monitoring of health metrics and treatment efficacy

Identification of high-risk patients who need immediate attention

Resource allocation based on patient needs

The company's informed approach has created impressive results, with 1.7 million subscribers. Their success stands out in newer specialties where over 75% of dermatology subscribers choose individual-specific solutions.

Platform scalability approach

The infrastructure improvements will support 20,000-40,000 daily visits. The expandable solutions focus on three core elements:

Advanced decision-making tools for providers

Improved AI capabilities for individual-specific patient experiences

Expanded treatment variations to increase from 300 to thousands of options

The platform's sophisticated architecture follows SOC2 compliance standards that protect patient data completely. The company leads telehealth breakthroughs through the continuous development of MedMatch and other AI-driven tools. This helps match providers with appropriate clinical skills to patient needs.

Customer Experience Evolution

Hims & Hers' progress in customer experience stems from their purpose-built technology stack that powers thousands of daily provider-patient interactions. Their innovative approach aims to make personalized care available to every customer.

Subscription model refinement

Their subscription-based model has become a soaring win, with over 600,000 subscribers now getting tailored solutions. These numbers make up about 35% of all subscribers and have almost tripled in the last year. The weight loss program showcases the model's success, where just 13% of GLP-1 users cancel their subscription after the first month.

Treatment personalization

The company shows its dedication to personalization through several innovative breakthroughs:

MedMatch Technology: This system, launched a year ago, analyzes millions of de-identified data points across thousands of patient interactions to help providers deliver truly tailored care. The technology has grown from Mental Health into Weight Loss and helps providers determine:

Appropriate medication types

Tailored titration schedules

Optimal end doses for individual patients

Their clever routing system has improved the customer experience by directing requests to three specialized teams: Provider Network, Care Team, and Customer Service. This change has cut average wait times in the Weight Loss specialty by more than 40%.

The company's proprietary EMR system works as the central brain of its technology stack. This system streamlines administrative tasks by:

Automating SOAP notes documentation

Supporting smooth care transitions between providers

Including built-in safety tools for risk assessment

Recent surveys prove their tailored approach works - among 920 customers starting their GLP-1 treatment, 90% were satisfied with their personalized dosing plans. On top of that, 87% saw progress toward their weight loss goals.

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Hims & Hers leads the way in making tailored healthcare available through continuous improvements to their subscription model and treatment strategies. Their technology-driven approach gives each customer care that fits their specific needs and circumstances.

Conclusion

Hims & Hers has grown from a startup to become a telehealth leader by combining innovative technology with patient-centered care. The company tackled key healthcare challenges like stigma, availability, and individual-specific experiences. Their success shows how modern healthcare brands can grow by focusing on customer experience and making use of information.

Healthcare providers can learn valuable lessons from their achievements. The company built trust and expanded operations through AI-powered personalization with MedMatch, mutually beneficial alliances with influencers, and subscription model improvements. Their healthcare delivery system now handles over 10,000 daily visits.

Bask Health's experience with these challenges runs deep. Our platform enables healthcare providers to deliver personalized care through advanced telehealth solutions. Technology-driven personalization, uninterrupted provider-patient connections, and informed decision-making will shape the future of healthcare.

The telehealth market will grow by 24.3% annually through 2030, creating new possibilities. Healthcare providers who accept new ideas now will lead this development. Modern healthcare delivery needs to happen today - not just to grow business but to improve patient outcomes and make care available to everyone.

References

Hims & Hers Health Inc. Achieving profitability and what comes next. Hims & Hers Newsroom. https://news.hims.com/newsroom/achieving-profitability-and-what-comes-next. Accessed February 13, 2025.

Quartr. Andrew Dudum: Founder and CEO of Hims & Hers. Quartr Business Insights. https://quartr.com/insights/business-philosophy/andrew-dudum-founder-and-ceo-of-hims-hers. Accessed February 13, 2025.

Adweek. Building authentic influencer partnerships that last. Adweek Brand Marketing. https://www.adweek.com/brand-marketing/building-authentic-influencer-partnerships-that-last/. Accessed February 13, 2025.

Healthcare IT News. How Hims & Hers built a business entirely centered on telehealth. Healthcare IT News. https://www.healthcareitnews.com/news/how-hims-hers-built-business-entirely-centered-telehealth. Accessed February 13, 2025.

Hims & Hers Health Inc. How we're making personalized healthcare the new standard. Hims & Hers Newsroom. https://news.hims.com/newsroom/how-were-making-personalized-healthcare-the-new-standard. Accessed February 13, 2025.

Fierce Healthcare. Hims & Hers bullish on weight loss business despite GLP-1 market shift. Fierce Healthcare Health Tech. https://www.fiercehealthcare.com/health-tech/hims-hers-bullish-weight-loss-business-despite-glp-1-market-shift. Accessed February 13, 2025.

Traackr. 4 tips from Hims & Hers on building a successful influencer marketing program. Traackr Blog. https://www.traackr.com/blog/4-tips-hims-hers-building-successful-influencer-marketing-program. Accessed February 13, 2025.