Steven Gutentag, co-founder of Thirty Madison (parent company of Keeps and Cove), discusses how DTC brands in the health and wellness space can avoid being dismissed as "Instagram brands" and instead build credible, trusted businesses. He shares Thirty Madison's growth model, focusing on disrupting the $17 billion healthcare industry through effective customer acquisition, retention via subscription models, and a strong emphasis on product efficacy and scientific credibility.
Key takeaways
To avoid being perceived as a superficial 'Instagram brand,' DTC health brands must prioritize genuine efficacy, scientific backing, and transparent communication about health outcomes.
Operating as a parent company for multiple DTC brands allows for shared resources, data insights, and operational efficiencies, particularly valuable in regulated industries like healthcare.
Successful DTC health brands target specific, underserved chronic conditions, offering convenient and often more affordable solutions than traditional healthcare avenues.
Implement subscription models to foster lasting customer relationships and ensure recurring revenue, moving beyond one-off purchases.
Ensure robust infrastructure for compliance, R&D, and customer support, vital for credibility and longevity in regulated health markets.
Thirty Madison, the parent company behind men’s hair loss treatment Keeps and migraine treatment company Cove, which just raised a little over $15 million in funding, is using the wellness and health momentum in the DTC industry as it looks to disrupt a giant, $17 billion industry. Steven Gutentag, co-founder of Thirty Madison discussed how the launch and growth model works at the company.
To avoid being perceived as a superficial 'Instagram brand,' DTC health brands must prioritize genuine efficacy, scientific backing, and transparent communication about health outcomes.
What does this episode say about founder & leadership?
Operating as a parent company for multiple DTC brands allows for shared resources, data insights, and operational efficiencies, particularly valuable in regulated industries like healthcare.
What does this episode say about customer retention?
Successful DTC health brands target specific, underserved chronic conditions, offering convenient and often more affordable solutions than traditional healthcare avenues.
What does this episode say about finance & fundraising?
Implement subscription models to foster lasting customer relationships and ensure recurring revenue, moving beyond one-off purchases.
What does this episode say about dtc strategy?
Ensure robust infrastructure for compliance, R&D, and customer support, vital for credibility and longevity in regulated health markets.
