There’s a new game in town for D2C health business models

When most of us think about direct-to-consumer health care, we think about companies like Hims and Ro selling products (hair loss treatments, erectile dysfunction meds, weight loss treatments, and so on) to their customers, typically pending a consultation with a doctor. What stands out about these companies is their commitment to and ongoing focus on cash pay. If you scroll the websites for any of these players, you can see exactly what it’ll cost.

Per their executives’ statements over the years, it’s unlikely these companies will ever take health insurance. These businesses are committed to that model, and it’s working well in areas where speaking to a physician in person...

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