Telehealth Companies Boost Ad Spending While Taking on More Complex Medicine
A New Era of Healthcare
Shannon Sharpe was having one of those 15-minutes-of-internet-infamy moments. Social media blew up in September after the retired Denver Broncos tight end – accidentally, he later said – broadcast some of his intimate activities online.
A Perfect Storm for Telehealth Companies
One of his sponsors took advantage of the moment: the telehealth company Ro, which sells a variety of prescription medicines for erectile dysfunction and hair and weight loss. The company revved up a social media campaign on the social platform X for an ad in which Sharpe boasted about his experience with the company’s erectile dysfunction medications, a company spokesperson confirmed.
A Growing Industry
A group of direct-to-consumer telehealth companies have become omnipresent across just about all media formats, seeking patients interested in their low-stigma, low-fuss, low-touch, high-convenience health products. They’re on your favorite podcasts and in the background on the cable TV in your gym. Thirteen telehealth entities spent a combined $111 million in 2023 on television ads, more than double the sum in 2019, according to an analysis from iSpot.tv, a television ad-tracking company, provided to KFF Health News.
Ad Spending Soars
The ads feature high-wattage celebrities such as Jennifer Lopez as well as lesser-known influencers who are paid four figures to post a snapshot or short video to Instagram, according to interviews with marketers. Three publicly traded telehealth companies spent a total of more than $1.4 billion on advertising, sales, and marketing in 2023, according to financial reports filed with the Securities and Exchange Commission, categories that reflect the extent of their online efforts.
Taking on Complex Medicine
The companies’ advertising typically emphasizes convenience in a healthcare system that’s often just the opposite. They promise judgment-free birth control or care for conditions like erectile dysfunction and hair loss that have traditionally been stigmatized. As the companies expand, they’re venturing into more complex kinds of medicine, such as care for mental health conditions and obesity.
Quality of Care Concerns
Critics warn that the services may shortchange patients in need of close, sensitive attention. Researchers differ on telehealth services’ quality, with some saying telehealth companies offer little follow-up and inconsistent care from a revolving cast of doctors.
A New Model of Care
A company’s model can "kind of flip what you’re taught at medical school on its head," said Ateev Mehrotra, a Brown University professor of public health who studies telehealth. Typically, he said, a patient goes to the doctor with a complaint; there, the parties figure out a diagnosis and, if appropriate, a medication. By contrast, he said, telehealth companies’ advertising invites patients to make their own diagnoses, while pairing them with clinicians who, if they confirm their conditions, prescribe medicines the patients already think they want.
Conclusion
Telehealth companies are boosting their ad spending while taking on more complex medicine. While some argue that their services offer convenience and judgment-free care, others warn that the quality of care may be compromised. As the industry continues to evolve, it remains to be seen whether these companies will be able to balance the need for convenience with the need for high-quality, personalized care.
FAQs
- What is telehealth, and how does it work?
Telehealth is a type of healthcare that allows patients to access medical care remotely through digital platforms. - What are some of the benefits of telehealth?
Telehealth offers many benefits, including convenience, accessibility, and judgment-free care. - What are some of the concerns about telehealth?
Some of the concerns about telehealth include the potential for inconsistent care, lack of follow-up, and limited access to specialized care.
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