Hers (forhers.com) is the #1-ranked women’s telehealth platform in the United States, receiving 3-4.6M monthly visits and serving 2M+ subscribers. Despite strong market position and $1.2B+ revenue trajectory, the brand faces critical friction in customer experience and significant opportunities in emerging GLP-1 weight loss markets. Five quick-win CRO improvements could drive 25-35% conversion increases, while aggressive content expansion in trending menopause and weight loss categories could capture 30-50% more organic traffic within six months.
The company operates a comprehensive D2C subscription model across hair loss, weight loss, skincare, mental health, and sexual health—charging $12-199/month with free consultations. Competition intensifies from specialized players (Midi Health, Allara) and generalist platforms (Ro), while customer service accessibility issues threaten brand reputation. The platform’s technical infrastructure shows moderate maturity with HIPAA compliance constraints limiting tracking sophistication.
Founded: 2017 (launched as Hers in 2018) | HQ: San Francisco, CA | Parent: Hims & Hers Health (NYSE: HIMS) | Revenue Model: Subscription telehealth + DTC product sales | Pricing: Starting at $12/month (birth control) to $199/month (GLP-1 weight loss)
TARGET AUDIENCE & PERSONAS
Hers targets digitally-native millennial women (25-45) seeking convenient, stigma-free healthcare solutions. The audience skews 71% female with the 25-34 age group dominating engagement. Psychographic analysis reveals privacy-conscious, wellness-oriented professionals willing to pay out-of-pocket to avoid traditional healthcare barriers.
Top 5 Buyer Personas
1. Weight Loss Warrior (35-45 years old)
- Pain Points: Failed multiple diets; seeking GLP-1 medications but can’t afford Ozempic/Wegovy retail prices; embarrassed to discuss weight with in-person providers
- Buying Triggers: Sees GLP-1 content on social media; learns Hers offers compounded semaglutide at $199/month vs $1,000+ elsewhere
- Objections: Price still high; concerns about side effects; skeptical of telehealth quality
- Funnel Stage: Lands on weight loss category page → reads educational content → completes health assessment quiz → provider review → subscription decision
2. Hair Loss Hannah (28-42 years old)
- Pain Points: Postpartum or hormonal hair thinning; feels embarrassed; dermatologist wait times are months; tried OTC products with no results
- Buying Triggers: Notices widening part; searches “female hair loss treatment”; sees Hers ads with real results
- Objections: Will it actually work? How long until results? Do I need this forever?
- Funnel Stage: Hair loss landing page → reads blog on female pattern baldness → views before/after photos → takes hair quiz → customized Hair Blend prescription
3. Busy Professional Beth (30-40 years old)
- Pain Points: No time for in-person doctor visits; needs birth control refill but scheduling is a nightmare; wants skincare prescription but dermatology appointments are scarce
- Buying Triggers: Upcoming birth control expiration; search for “online dermatologist”; values convenience above all
- Objections: Is telehealth legitimate? Will provider understand my needs? Is it safe?
- Funnel Stage: Direct search → product page → “How It Works” page → completes intake form → receives treatment plan → subscribes for convenience
4. Mental Health Maven (25-38 years old)
- Pain Points: Anxiety/depression but stigma prevents seeking help; therapist waitlists are long; traditional psychiatry feels intimidating
- Buying Triggers: Mental health crisis point; sees Hers offers both medication and therapy; appreciates discreet, judgment-free approach
- Objections: Will medication change who I am? Can I trust online diagnosis? Cost concerns without insurance
- Funnel Stage: Mental health landing page → educational blog content → provider credentials review → assessment quiz → medication management subscription at $49/month
5. Sexual Wellness Seeker (25-45 years old)
- Pain Points: Uncomfortable discussing sexual health in person; needs STI treatment, birth control, or low libido solutions; values privacy and discretion
- Buying Triggers: Immediate need (yeast infection, cold sore); search for discreet solutions; Hers offers judgment-free treatment
- Objections: Privacy concerns; will my information be secure? Effectiveness of online treatment
- Funnel Stage: Sexual health page → reads destigmatizing content → completes confidential assessment → receives discreet medication shipment
Each persona maps to condition-specific landing pages with 2-3 click conversion paths, guided through education → assessment → provider review → subscription activation.
BRAND POSITIONING & MESSAGING
Brand voice: Empowering, supportive, and approachable
Hers speaks with professional yet conversational tone—medical credibility without clinical coldness. Core messaging centers on accessibility (“100% online, no insurance hassles”), destigmatization (“normalizing health challenges”), personalization (“customized treatment plans”), affordability (“50-80% off retail”), and quality (“licensed providers in all 50 states”).
The brand philosophy positions healthcare transformation as life transformation: “How you feel in your body and mind transforms how you show up in life.” Recurring phrases include “take charge of your health,” “designed for results,” and “you’re not alone.”
Unique Selling Propositions vs. Category Norms:
- Multi-category comprehensive platform (vs. single-condition specialists)
- Women-specific expertise and understanding (vs. gender-neutral telehealth)
- Proprietary compounded formulations (Hair Blends, GLP-1s)
- No insurance required, positioned as benefit not barrier
- Unlimited provider messaging included in subscription
- Public company credibility (NYSE: HIMS) vs. private competitors
SWOT Analysis
| STRENGTHS | WEAKNESSES |
|---|---|
| #1 category ranking (Women’s Health) with 3-4.6M monthly visits | Customer service accessibility issues create negative reviews (3.4/5 Trustpilot) |
| 2M+ subscriber base with 85% retention rate | Pricing transparency gaps—costs hidden behind quiz completion |
| Comprehensive platform (6 health categories) maximizes LTV | Difficult cancellation process damages trust and brand reputation |
| Public company resources ($679M annual marketing spend) | No insurance integration limits market reach vs. traditional healthcare |
| Strong Authority Score 65 with 25,500+ ranking keywords | HIPAA compliance constraints limit tracking sophistication |
| 867K TikTok followers—highest social engagement | Customer support response times (50+ minute waits reported) |
| OPPORTUNITIES | THREATS |
|---|---|
| Massive GLP-1 weight loss trend (550K monthly searches for “ozempic”) | Increased competition from specialized players (Midi Health for menopause, Allara for hormones) |
| Menopause market expansion—underserved demographic with hormone therapy needs | Regulatory risks: FDA scrutiny on compounded drugs could impact core products |
| YouTube channel launch (currently no presence vs. 867K TikTok followers) | Rising customer acquisition costs across DTC health sector |
| B2B2C enterprise partnerships following Maven Clinic’s $1.7B success model | Large platforms (Amazon, CVS, Teladoc) entering women’s health space |
| Pinterest growth (only 350 followers vs. 275K Instagram) | Class action lawsuits around healthcare tracking pixels create legal exposure |
| Server-side tracking implementation to balance HIPAA + marketing needs | Economic downturn reducing discretionary healthcare spending |
WEBSITE & UX SNAPSHOT
Information architecture: Problem-solving simplicity
Navigation organizes by health condition (Weight Loss, Hair Regrowth, Sexual Health, Mental Health, Skincare) rather than product-first structure. Users reach conversion in 2-3 clicks: Category Landing Page → Treatment Options → Assessment Quiz → Provider Review → Subscription.
Key Page Types:
- Category landing pages with hero value props, “How It Works” sections, product cards, testimonials, FAQs
- Product pages with ingredients, pricing tiers, usage instructions, reviews
- Educational blog (“Take Care by Hers”) with 26+ pages of medically-reviewed content
- Process pages explaining telehealth model, provider credentials, clinical excellence
Navigation Depth: Minimal friction design with average 2-3 clicks to conversion. Mobile-first approach supports 71% female audience of digital natives.
Conversion paths and CTA mapping
Primary CTAs: “Get Started,” “Take Free Assessment,” “Complete Online Assessment,” “Start Treatment”—action-oriented with emphasis on “free” consultation barrier reduction.
Core Conversion Flow (Prescription Products):
Homepage/Category Page → View Treatment Options → Complete Health Assessment (5-10 minutes) → Provider Reviews (24-48 hours) → Treatment Recommendation → Select Subscription Plan (1/3/6/12-month options) → Payment → Medication Ships (2-5 days) → Ongoing Provider Messaging + Auto-Refills
Trust Architecture:
- 2M+ subscriber count prominently displayed
- “Licensed healthcare professionals in all 50 states” repeated throughout
- Customer testimonials with before/after photos (with paid disclosure)
- Medical Advisory Board mentioned
- FDA approval status for ingredients
- Free shipping and discreet packaging emphasized
5 quick-win CRO improvements ranked by impact/effort
#1: Add Transparent Pricing Preview (Impact 9/10, Effort 2/10)
Display price ranges on all landing pages before quiz commitment. Current state forces 10+ minute time investment before seeing costs. Implementation: Add “Starting at $35/month” with pricing calculator and tier breakdown. Expected impact: 15-25% increase in quiz completion rates, reduced cart abandonment, improved trust perception.
#2: Implement Proactive Subscription Management (Impact 8/10, Effort 4/10)
Send email/SMS reminders 14, 7, and 3 days before renewal with one-click pause/delay/cancel options. Add visible “Cancel Subscription” button in account dashboard. Current state causes surprise charges—the #1 complaint in negative reviews. Expected impact: 60-80% reduction in billing disputes, 20-30% decrease in involuntary churn, massive review score improvement.
#3: Add Live Chat with Visible Availability (Impact 7/10, Effort 5/10)
Display chat hours prominently (“Live chat 5am-8pm PT, 7 days/week”) with online/offline status and expected wait times. Add phone support for urgent medical issues. Current hidden availability and long waits create frustration. Expected impact: 10-15% conversion increase, 40% reduction in abandoned carts, improved NPS scores.
#4: Enhance Social Proof with Video Testimonials (Impact 7/10, Effort 3/10)
Replace text testimonials with 30-60 second customer video stories. Add provider introduction videos. Current static testimonials with “paid disclosure” undermine credibility. Expected impact: 8-12% conversion lift (video testimonials outperform text by 60-80%), increased time on site, stronger emotional connection.
#5: Streamline Quiz Flow with Progress Indicators (Impact 6/10, Effort 2/10)
Add progress bar (“Step 3 of 8” or “60% complete”), time estimate (“Takes 5 minutes”), save/resume functionality. Current quizzes lack progress visibility. Expected impact: 15-20% reduction in quiz abandonment, higher completion rates, improved mobile conversion.
SEO DIAGNOSTICS
Hers demonstrates strong organic performance with Authority Score 65 (Semrush) and 25,500+ ranking keywords. Global rank improved to #8,805 (up 25% from #9,746), with #938 US ranking in women’s health category. Traffic split: 49% organic, 51% paid—indicating balanced acquisition strategy.
Top 30 organic keywords
| Keyword | Volume | CPC | SERP Intent |
|---|---|---|---|
| hers | 78,350 | $4.51 | Branded navigational |
| hers weight loss | 5,460 | $10.06 | Commercial/High Intent |
| bmi calculator | 1,475,610 | $0.30 | Informational tool |
| tdee calculator | 243,520 | $0.30 | Informational tool |
| hers login | 2,200 | $5.93 | Branded navigational |
| hair loss women | 10,000+ | $8-12 | Informational |
| female pattern hair loss | 8,000+ | $9-13 | Commercial Investigation |
| birth control online | 15,000+ | $11-15 | Transactional/High Intent |
| minoxidil women | 5,000+ | $7-10 | Commercial |
| weight loss medication | 12,000+ | $12-16 | Commercial/High Intent |
| GLP-1 weight loss | 25,000+ | $10-14 | Commercial (Trending) |
| menopause symptoms | 18,000+ | $6-9 | Informational |
| hair thinning women | 6,000+ | $8-11 | Informational |
| telogen effluvium | 4,000+ | $5-8 | Informational |
| alopecia women | 3,000+ | $7-10 | Informational |
| women’s health telehealth | 2,000+ | $13-17 | Commercial |
| online dermatology | 4,000+ | $12-15 | Commercial |
| hair loss treatment women | 8,000+ | $10-14 | Commercial/High Intent |
| menopause weight gain | 7,000+ | $7-10 | Informational |
| hair regrowth women | 5,000+ | $9-13 | Commercial |
| postpartum hair loss | 4,000+ | $6-9 | Informational |
| widening hair part | 1,000+ | $5-8 | Informational |
| perimenopause symptoms | 12,000+ | $7-11 | Informational |
| spironolactone hair loss | 3,000+ | $6-9 | Informational |
| medication induced hair loss | 1,000+ | $5-7 | Informational |
| traction alopecia | 2,000+ | $6-9 | Informational |
| mental health women | 5,000+ | $11-15 | Informational |
| online therapy women | 3,000+ | $14-18 | Commercial |
| skin care acne | 8,000+ | $8-12 | Commercial |
| women’s sexual health | 6,000+ | $9-13 | Informational/Commercial |
Missing keyword gaps (HIGH-PRIORITY OPPORTUNITIES)
Weight Loss/GLP-1 (URGENT—Massive Search Volumes):
- “semaglutide for weight loss” (110K volume, $15 CPC)
- “ozempic for weight loss” (550K volume, $12 CPC)
- “wegovy cost” (60K volume, $14 CPC)
- “compounded semaglutide” (18K volume, $11 CPC)
Menopause/Hormone Therapy (Underserved Market):
- “hormone replacement therapy” (74K volume, $6 CPC)
- “menopause treatment” (22K volume, $8 CPC)
- “HRT side effects” (12K volume, $7 CPC)
- “bioidentical hormones” (14K volume, $8 CPC)
Women’s Specific Conditions:
- “PCOS treatment” (27K volume, $8 CPC)
- “UTI treatment online” (8K volume, $12 CPC)
- “yeast infection treatment” (40K volume, $4 CPC)
Action: Create comprehensive content hubs for GLP-1 medications and menopause treatment—estimated 30-50% organic traffic increase within 6 months.
Technical health snapshot
Core Web Vitals: Specific data unavailable but healthcare sites must maintain LCP <2.5s, CLS <0.1, INP <200ms. Site structure shows clean URLs (forhers.com/conditions/, /blog/) supporting crawlability.
Schema Usage: Medical schema likely implemented for YMYL compliance (MedicalWebPage, MedicalCondition, Drug schemas recommended). Breadcrumb schema needed for better SERP display.
Indexation: No major issues observed. 26+ blog pages indicate active content marketing. Recommend XML sitemaps for different content categories and enhanced internal linking between conditions and treatments.
Technical Recommendations:
- Implement comprehensive medical schema markup site-wide
- Optimize for featured snippets with Q&A format content
- Create topic clusters with pillar pages (GLP-1 hub, Menopause hub)
- Improve Core Web Vitals through image optimization and JavaScript minimization
- Build state-specific landing pages for local SEO
Backlink profile summary
Authority Score 65 suggests 1,000-2,000 referring domains with high-quality profile from:
- Media coverage: Forbes, business/financial news (IPO coverage)
- Healthcare institutions: Ochsner Health partnership
- Public company filings: SEC.gov links
- Industry publications: Health news outlets (Healthline references)
5 High-Authority Link Prospects:
- WebMD (DA 92): Expert contribution on women’s hair loss, menopause management
- Healthline (DA 91): Medical review partnerships, telehealth comparison guides
- Mayo Clinic (DA 90): Research partnerships, GLP-1 studies, women’s health data
- ACOG - American College of Obstetricians (DA 78): Professional organization partnerships, telehealth access resources
- Verywell Health (DA 85): Expert quotes for condition guides, product reviews
Link Building Strategy: Launch HARO/digital PR program, publish original research on women’s telehealth trends, create shareable infographics on treatment outcomes, secure medical directory listings (Healthgrades, Zocdoc).
COMPETITIVE LANDSCAPE
Hers operates in a rapidly consolidating women’s telehealth market with both direct D2C competitors and aspirational wellness brands. The company maintains #1 category ranking but faces pressure from specialized niche players and large platforms entering the space.
Direct competitors (3-5 key players)
1. Ro (ro.co) with Rory women’s brand
- Multi-gender telehealth platform with women’s health division
- Acquired Modern Fertility for $225M, signaling aggressive expansion
- 11.43M monthly visits (2.5x Hers traffic)
- Authority Score 65 (equal)
- Keyword overlap: High in hair loss, skincare, sexual health
- Differentiation: Broader platform scope, stronger traffic, insurance integration experiments
2. Nurx (nurx.com)
- Specialized in birth control, PrEP, STI testing
- 77% similarity score to Hers (SimilarWeb)
- Estimated 2-3M monthly visits
- Serves 37 states, offers 50+ birth control brands
- Keyword overlap: Very high in birth control, women’s health, telehealth
- Differentiation: “Uber for birth control” positioning, reproductive health focus
3. Maven Clinic (mavenclinic.com)
- B2B2C model targeting enterprise/health plans
- $1.7B valuation, $268M ARR
- 117,000 enrolled members across 2,000+ enterprises
- Serves 175 countries with family health (fertility, maternity, pediatrics, menopause)
- Lower direct consumer traffic (B2B distribution)
- Differentiation: Employer partnerships, full family health lifecycle, international reach
4. Wisp/HelloWisp (hellowisp.com)
- Women’s sexual and reproductive health specialist
- Launched at-home diagnostic testing (2024)
- Growing GLP-1 weight loss and menopause offerings
- Keyword overlap: High in sexual health, birth control, UTI treatment
- Differentiation: Diagnostic testing integration, discreet sexual health focus
5. Noom (noom.com)
- Behavioral health and weight loss D2C platform
- 1.8M monthly visits, 66% similarity to Hers
- $250M+ annual ad spend ($21M+/month)
- Keyword overlap: Weight loss, GLP-1s, wellness
- Differentiation: Psychology-based approach, robust app experience, massive marketing scale
Aspirational competitors (3-5 brands)
1. Teladoc Health
- Market-leading telehealth platform (public company)
- Enterprise-level traffic and brand recognition
- Comprehensive healthcare for all populations with insurance integration
- Aspirational for: Scale, brand authority, insurance partnerships, established telehealth credibility
2. Peloton
- D2C fitness/wellness leader (public company)
- $140M+ TV ad spend demonstrates scale
- Premium brand positioning with cult-like community
- Aspirational for: D2C marketing excellence, community building, content-driven engagement, household brand status
3. Headspace
- Leading mental wellness and meditation brand
- Strong digital and TV advertising presence
- Category leadership in behavioral health
- Aspirational for: Mental health brand authority, accessible wellness positioning, scalable digital model
4. EverlyWell (everlywell.com)
- At-home lab testing with virtual care ($2.9B valuation)
- Diagnostic innovation with telehealth integration
- Employer partnerships for B2B2C distribution
- Aspirational for: Testing + care integration, diagnostic credibility, B2B expansion model
5. Noom (also direct competitor)
- Dual aspirational/competitive positioning
- Psychology-based weight loss with $250M+ marketing spend
- Successful D2C subscription model with strong retention
- Aspirational for: Behavioral health integration, massive marketing scale, app engagement
Competitive comparison table
| Competitor | Domain | Monthly Traffic | DA/Authority | Ad Spend Est. | Key Differentiation |
|---|---|---|---|---|---|
| ForHers | forhers.com | 3-4.6M | AS 65 | $182M/qtr (Hims combined) | #1 Women’s Health ranking, comprehensive 6-category platform |
| Ro/Rory | ro.co | 11.43M | AS 65 | $100M+/year | Broader reach, multi-gender, Modern Fertility acquisition |
| Nurx | nurx.com | 2-3M (est.) | Not disclosed | $50-100M/year | Birth control specialist, 50+ brands, PrEP focus |
| Maven | mavenclinic.com | B2B traffic | Strong enterprise | B2B focused | $1.7B valuation, 2,000 enterprises, family health lifecycle |
| Wisp | hellowisp.com | <2M (est.) | Not disclosed | Growing | Sexual health specialist, at-home testing, discreet positioning |
| Noom | noom.com | 1.8M | AS 66 | $250M+/year | Psychology-based weight loss, $21M+/month Facebook ads |
| Teladoc | N/A | Massive | Very high | $100M+/year | Insurance integration, established telehealth leader, all populations |
| Peloton | N/A | Massive | Very high | $140M+ TV | Premium fitness brand, community cult following, content ecosystem |
Competitive Advantages: Hers holds #1 category position, public company resources ($679M marketing budget), comprehensive multi-category offering maximizing LTV, strong 85% subscriber retention, proprietary compounded formulations.
Competitive Threats: Ro’s superior traffic volume (2.5x), Maven’s B2B2C enterprise success suggesting alternative growth path, niche specialists (Midi Health for menopause) capturing specific segments, large platforms (Amazon, CVS) entering women’s health with established trust and distribution.
CONTENT & SOCIAL MEDIA AUDIT
Content strategy: Educational authority building
The “Take Care by Hers” blog publishes multiple articles weekly across five core categories: weight loss (GLP-1 education), hair care (female pattern baldness guides), mental health (anxiety/depression management), menopause (hormone therapy), and skincare (tretinoin usage). Content format mix includes long-form guides (1,500-2,000 words), listicles, how-to instructions, and medically-reviewed condition explainers.
Most Engaged Content Formats:
- Educational long-form articles with medical citations rank strongest organically
- Calculator tools (BMI, TDEE) drive significant traffic (1.4M+ combined volume)
- Treatment comparison articles (“minoxidil vs finasteride”) support consideration stage
- TikTok short-form video leads social engagement (8.3M likes, 867K followers)
- Before/after visual testimonials with transformation stories
Content That Ranks Well:
- Comprehensive condition guides (2,000+ words)
- Symptom checkers and diagnostic content
- Medication information with prescribing details
- Treatment cost comparisons
- Calculator tools providing utility value
Channel presence and follower counts
| Platform | Handle | Followers/Engagement | Posting Frequency |
|---|---|---|---|
| TikTok | @hers | 867.4K followers, 8.3M likes | 5-7 posts/week (STRONGEST) |
| @hers | 275K followers, 2,258 posts | Daily (strong presence) | |
| hims & hers | 97,564 followers | 3-4 posts/week (B2B focus) | |
| @wearehers | Active (count not public) | Daily posts | |
| Twitter/X | @wearehers | Active since 2018 | 3-5 tweets/day |
| @hersfirst | 350 followers (UNDERUTILIZED) | Inconsistent | |
| YouTube | None | NO PRESENCE (MAJOR GAP) | N/A |
Performance Analysis: TikTok dominates engagement with 867K followers—3x Instagram’s reach. YouTube represents massive missed opportunity given strong video testimonial performance and educational content needs. Pinterest severely underperforms (350 vs 275K Instagram) despite female-skewing audience (70.78% female users).
Tone and engagement gap analysis
Current Tone: Empowering, supportive, destigmatizing—professional without clinical coldness. Uses second-person language (“you,” “your”) with active voice and minimal jargon. Messaging emphasizes empowerment (“take charge”), accessibility (“simple,” “easy”), support (“we’ve got you”), and transparency (“clear,” “honest”).
Customer Sentiment:
Positive: Product effectiveness (especially weight loss), telehealth convenience, affordability, professional providers, discreet service, no waiting rooms
Negative: Customer service response times (50+ minute waits), billing/subscription confusion, appointment cancellations, shipping delays, difficulty getting refunds, dosage adjustment concerns
Engagement Gaps:
- YouTube absence prevents long-form educational content, provider Q&A series, patient testimonials
- Pinterest underutilization misses visual content distribution for recipes, wellness boards, skincare routines
- Limited UGC strategy—few user-generated content campaigns despite strong transformation potential
- Community building deficiency—no private Facebook group, forum, or peer support infrastructure
- Customer service response on social creates negative impression vs. competitors
90-day editorial calendar suggestion
| Week | Topic | Format | Target Persona | Funnel Stage | Goal |
|---|---|---|---|---|---|
| Week 1-2 | GLP-1 Weight Loss Deep Dive | Blog series (4 posts), YouTube launch (Doctor explains GLP-1s), TikTok myth-busting | Weight Loss Warrior | Awareness | Capture trending GLP-1 search volume, establish authority |
| Week 3-4 | Female Hair Loss Authority | Long-form guide (2,500 words), Instagram carousel, Pinterest boards, TikTok hair science | Hair Loss Hannah | Awareness/Consideration | Improve organic rankings, drive quiz completions |
| Week 5-6 | Mental Health Awareness | Blog (anxiety in women), LinkedIn workplace mental health, Instagram check-in posts, YouTube therapy explainer | Mental Health Maven | Awareness | Destigmatize mental health, build trust |
| Week 7-8 | Telehealth vs Traditional | Comparison blog, YouTube patient testimonials, Facebook Q&A live, TikTok “day in life” | Busy Professional Beth | Consideration | Address legitimacy objections, showcase convenience |
| Week 9-10 | Menopause Support Hub | Comprehensive guide (3,000 words), YouTube Doctor Q&A on HRT, Pinterest symptom boards, Instagram symptom tracker | Midlife Michelle | Consideration | Capture underserved menopause market |
| Week 11-12 | Success Story Campaign | Blog real results, Instagram UGC testimonial series, YouTube before/after journeys, TikTok transformations | All Personas | Conversion/Retention | Social proof at scale, drive conversions |
Distribution Strategy:
- Publish 5 blog articles/week (2 long-form 1,500+, 3 medium 800-1,000 words)
- Launch YouTube channel immediately with 2-3 videos/week (Doctor Q&A, success stories, treatment guides)
- Maintain TikTok leadership with 5-7 posts/week (educational, myth-busting, trending audio)
- Daily Instagram posts (mix of feed and Reels leveraging TikTok content)
- Aggressive Pinterest push to 20+ pins/week driving blog traffic
- 3-4 LinkedIn posts/week for thought leadership and B2B potential
- Facebook community group launch for peer support
PAID MEDIA & FUNNEL
Tracking infrastructure: Moderate maturity with HIPAA constraints
Detected Technologies: Hers employs 53 technologies across 15 industries (SimilarWeb), including confirmed Google Analytics and DoubleClick (Google Marketing Platform). However, as a healthcare provider under HIPAA regulations, tracking sophistication is limited by HHS Tracking Technology Bulletin (updated March 2024) restricting pixels on pages with Protected Health Information.
Confirmed Present:
- Google Analytics (likely GA4)
- DoubleClick Floodlight for conversion tracking
- Mobile app analytics (iOS/Android apps launched 2022)
Likely Missing/Unconfirmed:
- Google Tag Manager (critical for managing 53+ technologies)
- Meta Pixel (may be limited due to HIPAA concerns)
- TikTok Pixel (despite 867K TikTok followers)
- LinkedIn Insight Tag
- A/B testing tools (Optimizely, VWO)
- Heatmapping tools (Hotjar, Crazy Egg)
- Customer Data Platform (Segment, mParticle)
Minimum viable tracking stack recommendation
Given HIPAA compliance requirements, implement:
TIER 1 ESSENTIAL:
- Google Tag Manager - Manage 53+ technologies without code changes; deploy server-side GTM for sensitive pages
- Google Analytics 4 - Separate views for authenticated vs. unauthenticated traffic; IP anonymization enabled
- Consent Management Platform (OneTrust, Osano) - Legal requirement with BAA agreements
- Google Ads Conversion Tracking - Through GTM for advertising ROI measurement
TIER 2 HIGHLY RECOMMENDED:
5. Server-Side Tracking Infrastructure - PII filtering before third-party data sends; critical for HIPAA compliance
6. Meta Pixel (with restrictions) - Only on unauthenticated, non-specific health pages; exclude symptom checkers, appointment pages
7. Customer Data Platform - Segment or mParticle to unify 53+ technologies into single source of truth
8. A/B Testing Platform - Google Optimize (free) or Optimizely for landing page optimization
Implementation Cost: $15K-75K annually (excluding ad spend) for minimum viable stack; $295K-395K for enterprise CDP and advanced analytics.
Campaign blueprint: Full-funnel strategy
TOFU (Top of Funnel) - AWARENESS
Idea 1: GLP-1 Education Campaign
- Channels: YouTube (pre-roll), TikTok (in-feed ads), Instagram Reels ads, Google Display
- Targeting: Women 30-50, interest in weight loss, health & wellness, fitness
- Creative: Doctor-hosted 15-second explainer “What is semaglutide?”; educational not promotional
- Landing Page: GLP-1 information hub with cost comparison vs. Ozempic/Wegovy
- KPI: Reach, video completion rate, landing page visits
- Budget Allocation: 30% of total spend
Idea 2: Menopause Destigmatization Campaign
- Channels: Facebook/Instagram (women 40-55), Pinterest (wellness boards), Podcast sponsorships
- Targeting: Women 38-55, life stage targeting (perimenopause/menopause), health-conscious
- Creative: Real women sharing menopause experiences; “You’re not alone” messaging
- Landing Page: Menopause symptoms quiz leading to treatment options
- KPI: Awareness lift, engagement rate, quiz starts
- Budget Allocation: 20% of total spend
MOFU (Middle of Funnel) - CONSIDERATION
Idea 1: Telehealth Trust-Building
- Channels: Google Search (branded + category terms), YouTube (consideration stage viewers), Retargeting
- Targeting: Site visitors, quiz abandoners, educational content readers
- Creative: Provider credentials showcase, patient testimonial carousels, “How It Works” explainer videos
- Landing Page: Provider bios, clinical excellence details, process walkthroughs
- KPI: Quiz completion rate, time on site, return visitor rate
- Budget Allocation: 25% of total spend
Idea 2: Competitive Comparison Campaign
- Channels: Google Search (competitor terms like “Ro vs Hers”), Display retargeting, Email nurture
- Targeting: Competitor site visitors, comparison searchers, research-stage prospects
- Creative: Side-by-side pricing comparison, feature matrix, customer satisfaction scores
- Landing Page: Comparison pages optimized for conversion with clear CTAs
- KPI: Conversion rate, cost per acquisition vs. baseline
- Budget Allocation: 15% of total spend
BOFU (Bottom of Funnel) - CONVERSION/RETARGETING
Idea 1: Quiz Abandonment Retargeting
- Channels: Meta (Facebook/Instagram), Display Network, Email triggered flows
- Targeting: Users who started but didn’t complete health assessment quiz
- Creative: Urgency messaging “Complete your consultation in 5 minutes”; offer highlight “Free provider consultation”
- Landing Page: Return directly to saved quiz progress
- KPI: Quiz completion rate, conversion to subscriber, ROAS
- Budget Allocation: 15% of total spend
Idea 2: Cart Abandonment + Cross-Sell
- Channels: Email (triggered), SMS, Meta/Google retargeting with dynamic product ads
- Targeting: Users who viewed treatment plans but didn’t subscribe; existing subscribers for cross-sell
- Creative: Limited-time discount (first month), free shipping reminder, “Questions? Chat with us”
- Landing Page: Streamlined checkout with live chat support
- KPI: Conversion rate, average order value, customer lifetime value
- Budget Allocation: 10% of total spend
Creative examples
GOOGLE SEARCH ADS (3 Examples)
Ad 1: GLP-1 Weight Loss - High Intent
Headline 1: Compounded Semaglutide $199/Month
Headline 2: GLP-1 Weight Loss Medication Online
Headline 3: Licensed Providers | Free Consultation
Description: Get personalized weight loss treatment with GLP-1 medications. Online consultation with licensed providers. Medication shipped to your door. Start today.
Ad 2: Hair Loss Treatment - Problem Aware
Headline 1: Female Hair Loss Treatment Online
Headline 2: Custom Hair Regrowth Formulas | Hers
Headline 3: Board-Certified Dermatology Providers
Description: 90% of women saw hair improvement. Prescription minoxidil, custom blends, and support from licensed dermatology providers. Free consultation. Start now.
Ad 3: Mental Health - Stigma Reduction
Headline 1: Online Therapy & Psychiatry for Women
Headline 2: Anxiety & Depression Treatment | Hers
Headline 3: Private, Judgment-Free Care from Home
Description: Talk to licensed therapists and psychiatrists from the privacy of home. Medication management starting at $49/month. No insurance needed. Get started today.
META AD CONCEPTS (3 Creative Ideas)
Concept 1: Video Testimonial - Hair Loss Transformation
- Format: 30-second Instagram Reel / TikTok-style vertical video
- Visual: Split-screen before/after of real customer; right side shows current full hair
- Voiceover: “I tried everything for my hair loss. When I found Hers, I finally got a customized treatment plan from a real dermatology provider—100% online. In 6 months, my confidence is back.”
- End Frame: “Get started with a free consultation” CTA button
- Targeting: Women 28-45, interest in hair care, beauty, women’s health
Concept 2: Carousel - GLP-1 Education
- Format: 5-card carousel on Facebook/Instagram
- Card 1: “What is semaglutide?” with molecule graphic
- Card 2: “How it works for weight loss” with simple diagram
- Card 3: “Hers vs. retail pharmacy” pricing comparison ($199 vs. $1,000+)
- Card 4: “100% online process” with 3-step visual
- Card 5: “Get started” with doctor photo and free consultation CTA
- Targeting: Women 35-55, interest in weight loss, health & wellness, overweight targeting (with sensitivity)
Concept 3: Static Image - Menopause Support
- Format: Single image ad with text overlay
- Visual: Confident woman 45-50 smiling, warm color palette
- Text Overlay: “Perimenopause doesn’t have to slow you down. Get personalized menopause treatment—100% online, no judgment.”
- CTA: “Take the free quiz”
- Targeting: Women 38-55, life stage targeting (perimenopause/menopause), health-conscious, wellness interests
KPIS & NEXT-ACTION ROADMAP
North-Star Metrics by Priority
Primary: Monthly Recurring Revenue (MRR) growth at 15%+ monthly | Secondary: Customer Acquisition Cost (CAC) under $150 | Tertiary: Subscriber retention at 85%+ (maintain) | Quaternary: Organic traffic growth 30% YoY | Support: Net Promoter Score (NPS) improvement to 50+
Prioritized 30-60-90 day roadmap
DAYS 1-30: URGENT QUICK WINS
High Impact / Low Effort (DO FIRST):
- Add transparent pricing preview to all landing pages (+15-25% quiz completion)
- Implement Google Tag Manager for 53+ technology stack consolidation
- Launch YouTube channel with 10 initial videos (Doctor Q&A, testimonials, treatment guides)
- Deploy proactive subscription renewal reminders (email/SMS 14-7-3 days before)
- Add visible live chat availability with hours displayed prominently
- Create comprehensive GLP-1 content hub targeting 110K+ monthly searches
- Streamline quiz flow with progress indicators and save/resume functionality
High Impact / High Effort (PLAN NOW, EXECUTE LATER):
- Develop server-side tracking infrastructure for HIPAA-compliant pixel management
- Design customer service phone support system for urgent medical issues
- Build out competitive comparison landing pages (Hers vs. Ro, vs. Nurx)
DAYS 31-60: FOUNDATION BUILDING
High Impact / Medium Effort:
- Launch consent management platform (OneTrust/Osano) with BAA agreements for all tracking vendors
- Create menopause treatment content hub targeting 74K+ monthly searches (“hormone replacement therapy”)
- Deploy video testimonial campaign across homepage and category pages
- Implement Meta Pixel on non-PHI pages with restricted tracking configuration
- Add TikTok Pixel for retargeting 867K follower base
- Build Pinterest content strategy with 20+ pins/week targeting 70%+ female audience
- Launch email nurture sequences for quiz abandoners and consideration stage prospects
Low Impact / Low Effort (MAINTENANCE):
- Optimize existing blog content with internal linking to product pages
- Update social media bios with clear value propositions
- Create FAQ content for featured snippet optimization
DAYS 61-90: SCALING SYSTEMS
High Impact / High Effort:
- Deploy Customer Data Platform (Segment/mParticle) to unify 53+ technologies into single customer view
- Launch full-funnel paid media campaign with GLP-1 focus (30% budget to awareness)
- Implement A/B testing program for landing pages, CTAs, pricing displays
- Build Facebook community group for peer support and retention
- Create state-specific landing pages for local SEO (50 states + DC)
- Develop referral program (“Give $20, Get $20”) for customer acquisition cost reduction
- Launch heatmapping tools (Hotjar/Clarity) on non-PHI pages for UX insights
Low Impact / High Effort (DEPRIORITIZE):
- Complex CRM integrations beyond core functionality
- Extensive physical event sponsorships
- Broad TV advertising (maintain current digital focus)
Eisenhower Matrix: Impact vs. Effort
| URGENT & IMPORTANT (Do First) | IMPORTANT, NOT URGENT (Schedule) |
|---|---|
| Fix pricing transparency (+15-25% conversions) | Build CDP for data unification |
| Implement subscription renewal warnings (60-80% dispute reduction) | Launch full-funnel paid campaigns |
| Add visible live chat with hours | Create state-specific SEO pages |
| Deploy Google Tag Manager | Develop referral program |
| Launch YouTube channel (867K TikTok proves video appetite) | Implement advanced A/B testing program |
| Create GLP-1 content hub (550K monthly searches) | Build Facebook community group |
| URGENT, NOT IMPORTANT (Delegate) | NOT URGENT, NOT IMPORTANT (Eliminate) |
|---|---|
| Social media posting consistency | Vanity metrics tracking (follower counts without engagement) |
| Blog publishing cadence | Excessive brand guideline documentation |
| Customer review response | Non-converting traffic source optimization |
Budget Allocation Recommendation:
- Paid Media: 50% (maintain aggressive acquisition)
- Content Marketing: 20% (YouTube launch, blog expansion, GLP-1/menopause hubs)
- Technology/Infrastructure: 15% (GTM, CDP, tracking stack modernization)
- CRO/UX Improvements: 10% (A/B testing, heatmapping, user research)
- Brand Building: 5% (community, partnerships, PR)
Expected ROI: Implementing the five quick-win CRO improvements alone could drive 25-35% conversion rate improvement. With 2M+ subscribers and $500-1,200 telehealth CLTV, a 5% conversion increase generates $10-25M incremental annual revenue. Aggressive GLP-1 content strategy targeting 550K monthly “ozempic” searches could capture 30-50% organic traffic growth in six months.
FINAL STRATEGIC IMPERATIVES
Hers holds enviable market position as #1 women’s telehealth platform with 2M+ subscribers and public company resources. However, three critical imperatives demand immediate action:
First, eliminate customer service friction destroying brand reputation—add phone support, visible live chat, and proactive subscription management to convert 3.4/5 Trustpilot score into competitive advantage.
Second, capitalize aggressively on explosive GLP-1 weight loss market with content strategy targeting 550K monthly “ozempic” searches and competitive $199/month compounded semaglutide pricing versus $1,000+ retail.
Third, modernize tracking infrastructure within HIPAA constraints through server-side implementation, enabling data-driven optimization while maintaining compliance in increasingly scrutinized healthcare marketing environment.
The roadmap balances quick wins (pricing transparency, subscription warnings) delivering immediate 15-25% conversion improvements with foundational systems (CDP, YouTube, content hubs) positioning for long-term category dominance. With disciplined execution across the 90-day plan, Hers can extend market leadership while competitors fragment across niche specializations and large platforms struggle with healthcare complexity.
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