Ro's VP of Growth, Will Flaherty, reveals how the company evolved from addressing erectile dysfunction to becoming a comprehensive telemedicine platform. He emphasizes the critical role of traditional TV advertising in building legitimacy and trust for a digital-first health brand, particularly when dealing with sensitive health issues. The episode highlights Ro's customer-centric approach, focusing on service over product, and its strategic diversification into new health areas, offering valuable lessons for DTC brands looking to scale and gain credibility.
Key takeaways
Traditional advertising channels like TV can be crucial for digital-first DTC brands, especially in sensitive sectors, to build broad legitimacy, trust, and awareness among a wider demographic.
DTC companies can scale by expanding service offerings beyond their initial niche, leveraging existing technology platforms and customer-centric models to address broader needs (e.g., Ro's pivot from ED to multiple health conditions).
Focusing on a comprehensive service experience, rather than just product delivery, can be a key differentiator and driver of customer loyalty and long-term relationships for DTC brands.
Strategic diversification into new, related areas can increase customer lifetime value and market penetration by leveraging existing infrastructure and customer bases.
Building trust and de-stigmatizing sensitive topics is paramount for health-related DTC brands, requiring careful consideration of messaging and marketing channels.
Roman launched in 2017 with a specific mission: Treating erectile dysfunction online, with doctor consultations and medication delivered right to customers.
The company has raised $176 million in funding. It's also changed its name to Ro and turned Roman into just one of the the brands it owns, expanding its telemedicine offerings to also tackle nicotine addiction (with a brand called Zero), perimenopausal conditions (Rory) and more.
"We really realized that we had built a platform that could treat and serve far greater needs than just that one condition area," said Will Flaherty, the company's vp of growth, on the Modern Retail Podcast.
Flaherty talked about how Ro's differentiation lies in service over product, why TV is central to its strategy and more.
Traditional advertising channels like TV can be crucial for digital-first DTC brands, especially in sensitive sectors, to build broad legitimacy, trust, and awareness among a wider demographic.
What does this episode say about brand & content?
DTC companies can scale by expanding service offerings beyond their initial niche, leveraging existing technology platforms and customer-centric models to address broader needs (e.g., Ro's pivot from ED to multiple health conditions).
What does this episode say about paid acquisition?
Focusing on a comprehensive service experience, rather than just product delivery, can be a key differentiator and driver of customer loyalty and long-term relationships for DTC brands.
What does this episode say about founder & leadership?
Strategic diversification into new, related areas can increase customer lifetime value and market penetration by leveraging existing infrastructure and customer bases.
What does this episode say about dtc strategy?
Building trust and de-stigmatizing sensitive topics is paramount for health-related DTC brands, requiring careful consideration of messaging and marketing channels.
