In part two of our frenemies series, we’ll look into the competitive world of digital health startups, where venture dollars are scarce and consumer loyalty is everything. Two companies have managed to rewrite the rules of engagement by proving you can go head-to-head without going for the jugular. Ro and Hims & Hers have been dominant in the direct-to-consumer telehealth space, and optically they seem to be competing for the same customers and market categories, yet somehow they are managing to elevate the entire industry while they're at it. These two have demonstrated that respectful competition can actually drive innovation, improve customer experience, and expand market opportunities for everyone involved. From their approaches to sensitive health categories like sexual wellness and weight management, to their strategies for building trust in a skeptical market, they have shown that competing companies can push each other to be better without resorting to the scorched-earth tactics. The result has been a masterclass in how healthy competition can benefit not just the companies involved, but the entire ecosystem - forcing both to innovate faster, serve customers better, and ultimately cement direct-to-consumer health into the industry’s DNA. How you compete might be just as important as whether you win.
