Telehealth pivots to women's care

These deals show DTC telehealth growing from one off men’s prescriptions into broader, higher frequency care categories with more reasons to come back. Ro used Modern Fertility to add hormone testing, cycle tracking, ovulation and pregnancy products around a woman’s reproductive timeline. Thirty Madison used Nurx to add birth control, STI testing, acne, and other recurring women’s care services that create more refill moments than an occasional ED or hair loss order.

• Modern Fertility was not just a brand extension. It gave Ro an at home diagnostics wedge in women’s health, and that capability later fit Ro’s push into more managed care workflows where lab data and ongoing monitoring matter, like weight loss and metabolic care.
  1 ro 6 sacra 2 sacra
• Nurx added a much denser care loop. A customer can start with contraception, message a clinician, get refills shipped, order an STI kit, and add adjacent treatment like skincare or mental health. That is a stickier routine than selling a generic men’s pill every few months.
  4 axios 5 nurx 3 sacra
• The financial logic was scale and mix shift. Thirty Madison was estimated at about $300M of revenue in 2022 after merging with Nurx, while Ro was around $300M in 2021 and later built a larger multi service stack through acquisitions including Modern Fertility, Workpath, and Kit.
  3 sacra 6 sacra 2 sacra

The category keeps moving toward full household health brands built from condition specific entry points. The winners are likely to be the platforms that turn a narrow first prescription into an ongoing care relationship, with testing, clinician messaging, pharmacy fulfillment, and adjacent treatments all inside one loop.