Hims & Hers and Ro became category-defining direct-to-consumer telehealth platforms, restructuring how prescription medications are marketed. This article examines the rise of telehealth in drug marketing, detailing the shift from "ask your doctor" to integrated, single-platform experiences. It also covers the marketing stacks, key players, changing dynamics, practical examples, and essential dos and don
The mental health PR landscape requires a unique approach due to its regulatory complexity, patient-safety implications, and the dynamics of celebrity disclosures. This article explores the strategies that work, and those that don't, for brands in this specialized category, offering insights into building sustained category position beyond traditional consumer marketing tactics.
Ozempic didn’t disrupt wellness. It exposed it. Between 2022 and 2025, a handful of medications fundamentally reshaped one of the world’s largest consumer categories. Novo Nordisk’s Ozempic (semaglutide), originally approved for diabetes treatment in 2017, became a cultural phenomenon through off-label weight-loss use before the launch of Wegovy, its FDA-approved weight-management counterpart. Eli Lilly followed with Mounjaro and later Zepbound, creating a competitive GLP-1 market that rapidly transformed consumer behavior. The impact extended far beyond pharmaceuticals.
Healthtech PR playbook — what Hims, Ro, Carbon Health, Komodo, and Tempus actually did to build credibility in a regulated category, plus where healthtech PR breaks in the AI-answer era.
A $42 billion U.S. industry is restructuring around outpatient, MAT, telehealth, and $50 billion in opioid settlement capital. What the reset looks like — and where the money goes next.