At-Home Prescription Consumers

Part
01
of seven
Part
01

At-Home Prescription Consumers: Hims Demographics

After an exhaustive search of the Hims website, case studies, news articles, and press releases, investor reports, and industry-related publications, data and insights on the demographics of Hims customers do not appear to be in the public domain. However, using different web tools, the research team has pulled different demographic data related to visitors to the Hims website. Males make up 65.52% of HIMS website visitors; the highest age range of visitors to the HIMS website is the 25 to 34 cohorts, accounting for 29.48% of all web visits.

WEBSITE VISIT DEMOGRAPHICS

GENDER
  • Males accounted for 65.52% of HIMS website visitors, while females account for 34.48%.
AGE
  • Visitors aged between 17 and 24 make up 22.73% of HIMS web visitors.
  • The highest age range of visitors to the HIMS website is the 25 to 34 cohorts, accounting for 29.48% of all web visits.
  • The cohort 35-44 make up 20.94% of all web visits to the HIMS website.
  • The cohort 45-54 make up 13.43% of all web visits to the HIMS website.
  • Visitors aged between 55 and 64 make up 8.76% of HIMS web visitors.
  • The cohort aged 65 and above make up 4.65% of all web visits to the HIMS website.

KEYWORD SPECIFIC DEMOGRAPHICS

  • According to the analysis provided by SimilarWeb, the most popular keywords in the organic search of HIMS are 'hims', 'forhims', and 'for hims'.
HIMS
  • The gender demographic search profile for the 'hims' keyword is broken down as follows:

RESEARCH METHODOLOGY

To identify the demographics of customers using Hims, we started off our search by checking if there were reports that examined the topic. Although we found a publication by Quantcast titled 'Ranking Websites by Demographics' where it ranks websites based on their demographics. However, we quickly found that none of the published data was specific to Hims.

We also looked to see if we could find investor reports as these reports typically specify the company's customer demographics, but a search of the public domain did not reveal any reports of that nature. A thorough examination of the website was equally fruitless.

We then switched gears and looked to see if we could find case studies of agencies Hims had worked with in the past to see if they published any relevant data or insight on its customer demographics. However, the case studies we found were related to brand strategy and did not include any relevant customer insights.

Another approach we explored was to conduct a press search on the subject matter to see if we could pool together insights from different articles. Our findings indicate that there is little or no demographic data on Hims in the public domain. The articles we found mostly focused on the investments it receives and starting a female version of Hims.

As a last resort, we turned to website analysis tools such as Alexa, SimilarWeb, and SEMrush. SimilarWeb was extremely helpful as it had information on the age and gender distribution of visitors to the Hims websites, although we had to register for the pro version (for free) to access the information. We also put the most-used organic keywords found on SimilarWeb through a keyword demographic tool, but only the 'hims' keyword returned demographics data. Kindly note that the SimilarWeb and demographic tool link all default to their home page, but the information is also available in the attached document.


Part
02
of seven
Part
02

At-Home Prescription Consumers: Hers Demographics

Hers is a web-based platform that provides its customers with easy-to-access telemedicine offerings. The following are demographics of the average Hers user.

GENDER

AGE

LOCATION

INCOME

EDUCATION

  • Women who use Hers are exceptionally educated about the options at their disposal.
  • Most women using Hers are working class. They prefer Hers because other options of seeing doctors do not address their concerns effectively. Equally, they do not require time off work to visit the doctor when using Hers.

RESEARCH STRATEGY

To obtain the demographic profile of people who use Hers services, the research team started by looking for a direct answer. The team consulted trusted websites, articles, and blogs to look for the average age, gender, location, income, and education of people that use Hers. Based on these resources, people who use Hers are women of all age groups from teens to menopause, low-income to high-income, and well-education levels. Customers are located nationwide and they access Hers products and services through online platforms.

Part
03
of seven
Part
03

At-Home Prescription Consumers: Roman Demographics

Roman currently and strictly focuses on men's health issues. Roman mainly focuses on older man that have health issues, with the average age of their members being 46.

ROMAN

Average age

  • Roman's Reitano said that the "vast majority" of the start-up's members are older than 40, with an average age of 46.

Gender

  • Everything done in the company is scientifically-backed and vetted by leading experts in men’s health.

Location

  • Roman is only available in states where there are licensed physicians with the Roman platform.

Research Strategy

In order to find out the missing demographics, income, and education of people that use Roman, we looked into the company website checking for publications, blogs, press releases. However, no such data was cited. We then moved on to check for case studies and research conducted by the company, as the company is dealing with health issues like erectile dysfunction, premature ejaculation, cold sores, and genital herpes viagra, citing a survey on every treatment page on their website. As such, we thought that these studies could help us shed some light on the demographics of their target audience. Unfortunately, we could not locate any such case studies and the information that the company provided for their treatments was purely focused on their products and not the target audience. As a last resort, we checked for interviews from the executives of the company namely, Zachariah Reitano, Saman Rahmanian, and Rob Schutz. We did this as interviews usually contain much information directly stated compared to that available on the website. We visited trusted media sites such as CNBC, CNN, and Business Insider but we were only able to find information on the average age of the customers using Roman's products.
Part
04
of seven
Part
04

At-Home Prescription Consumers: Roman Psychographics

Consumers of Roman value their present health and their current health views affect their future health. They are generally embarrassed due to the stigmatization of ED and prefer completely online interactions with physicians regarding the condition. One motivator to purchase with Roman was the complete online interaction even when canceling the service. Other values, interests, and motivations of Roman at-home consumers are described below.

Values

  • Consumers of Roman care about present health, but really worry about their future health and sex life.
  • Roman consumers prefer doctors who are worried about their sexual health instead of only focusing on their bodily health conditions like diabetes, heart disease among others. The founder of Roman reasoned that physicians are worried about future health, but neglect current issues that affect the patient's outlook on life as it's hard to envision a future when one can't function with his partner in the present.
  • Roman states that they "help solve what matters most to our members in the present so they can focus on their future".
  • People experiencing ED, especially younger men, are often confused and recognize it may be a symptom of something bigger, but not know what.
  • People likely to purchase Roman and at-home prescriptions are often too embarrassed to talk to a doctor and are willing to try anything to fix the problem themselves, evidenced by the 80% of online Viagra purchases that are actually counterfeit and contain harmful ingredients.
  • Roman was created so men could have an environment to be able to express themselves and ensure that "embarrassment and stigma" would never prevent a man from seeing a doctor and experiencing intimacy.
  • Roman's consumers value privacy and do not want to deal with an individual regarding such a sensitive topic. This was evidenced by Reitano and others calling out of rivals, primarily Hims and Hers, for allowing privacy with online ordering, but requiring awkward telephone interactions to cancel their service. This resulted in the Hims changing their privacy policy.

Interests and Attitudes

  • Many men suffer from ED from lifestyle choices that include excessive drinking, smoking, stress, or lack of sleep.
  • ED affects "20% of men in their 20s, 30% in their 30s, 40% in their 40s", for a total of almost 30 million men. Still, many people still think it only effects older people and may not seek help because they are embarrassed, therefore, only 18%-30% of men who are experiencing symptoms will seek treatment.
  • Those that ignore the warning signs or try to find solutions without a doctor due to feelings of embarrassment, risk their future health due to not identifying the underlying cause. The online platform helps men get around the stigma of ED and seek discreet treatment that can still identify more dangerous health conditions, such as heart disease
  • Social analysis reveals that men those that frequent the website come from finvsfin.com, which reviews direct to consumer and wellness products. 4.37% were referred to after visiting the major league baseball page.
  • After the referral pages, people interested in Roman visited start.ro.co, a site dedicated to changing healthcare and the Roman site.
  • Customers of Roman are also interested in changing their health habits like quitting smoking. Almost 2% of Roman's website visitors also quitwithzero.com, a site dedicated to smoking cessation.
  • Customers of Roman search directly for Roman health, get roman, average penis size, and roman health.
  • Roman consumers are interested in Pornhub, and use Yahoo and YouTube. The top publishers of ads that draw traffic to Roman's site is display ads on pornhub, major league baseball, yahoo, es.pornhub, and YouTube.
  • Other interests of Roman consumers are adult entertainment, news and media, computers and electronics, finance and banking, movies, sex and shopping.

Motivations

  • Some people are driven to seek the cause of their ED as it can be an underlying symptom of a more serious health condition. Founder Reitano tells his story of having ED as a teenager, and his physician father understood its more serious implications, all of which led to the discovery of a serious heart condition.
  • Men who use Roman are seeking safe alternatives due to their reluctance to seek physician care for sexual health.
  • Men who use Roman ignore their symptoms or are afraid to talk about them due to the stigmatization of ED, however, they take the assessment due to motivations of possibly identifying more serious conditions like diabetes or heart disease.
  • Roman social media customers primarily use Facebook, and 64.30% of Roman's visitors came from Facebook, 33.53% from YouTube.
  • Top searches on the Roman web page include articles regarding normal penis sizes, stronger erections, hypertension, and natural supplements.

Strategy

The founder of Roman provides a very detailed account of his own struggle with ED that provided a lot of insight into other consumers that use their services. We also conducted an analysis of the web page and used news sources to gather other insights into the motivations and interests of Roman consumers.


Part
05
of seven
Part
05

At-Home Prescription Consumers: Hers Psychographics

Hers consumers value being in control of their reproductive and sexual health, beauty and hair care. They value being able to get access to medical advice and all of these products in a centralized and private way, and are motivated to patronize Hers due to their time-saving, low-cost and easy access. They are interested in beauty and skin care, news, and media. More information about the values, interests, and motivations of Hers consumers are described below.

Values

  • Hers consumers value their health and taking control of their reproductive health. Over 43% of consumers on Hers website first visited Bedsider, a birth control network that connects women with doctors and find birth control.
  • Some Hers consumers value hair care, and have concerns about hair types and minoxidil hair loss. They also value researching the products such as hair products for dry brittle hair, how retin works, and tretinoin acne treatment.
  • The top values searched on Hers websites regarded sexual health and birth control, and the causes and treatments for female hair loss. The also value affordable access to healthcare without having to wait for hours in doctors offices.
  • Hers consumers value one-stop shopping, which is what Hers offers in a centralized place with their birth control, sexual health, and skin care products.
  • Hers consumers value privacy and do not like to have sensitive conversations especially about sexual health face-to-face with physicians. They also value their time and money and resent having to pay copays for periodic refills of birth control pills and other unnecessary issues.

Interests and Attitudes

  • Consumers of Hers are interested in arts, entertainment, dating, fashion and beauty. After visiting the Hers site, 11% of consumers directly visited Elite Daily, a site dedicated to providing news for millennial women and delivers "authentic and relatable" content regarding "entertainment, dating, lifestyle, fashion, beauty, and news".
  • Some consumers of Hers are interested in website design inspirations such as SEMrush and SEO workflow solutions as evidenced by the respective 12% and 8% of referral traffic that then visits Hers.
  • Hers consumers primarily use Facebook, and Facebook drives 80.29% of social media traffic to the Hers website. Instagram is responsible for 15.53% of the social media referrals to the site.
  • Hers consumers are interested in recipes, product reviews, home decor inspirations, and beauty secrets from sources like Good Housekeeping and Byrdie. They are also interested in business content with a focus on innovation in technology, leadership and design as evidenced by their interest in Fast Company and NPR.
  • The categories of interests of Hers consumers are lifestyle, news and media, ecommerce and shopping, and health. They search for health care, retail stores, prescription drugs, credit cards, medicine and medical drugs, cosmetics, and others.

Motivations

  • Hers consumers are motivated by the "one-stop shop" feature of the website for medical grade solutions for "acne, anti-aging, melasma, hair kits, biotin gummies and birth control".
  • Some first-time consumers are motivated by the opportunity to order birth control from home for just $5.
  • Hers consumers are motivated to find solutions for thinning hair and skin issues that are FDA approved and cost 80% less than from big pharmaceutical companies.
  • Hers consumers are well-educated about their bodies and need time-saving solutions that allow them to ask the questions they need to ask and find options that exist in a system that typically burdens women with unnecessary steps that men are not subjected to.
  • Hers consumers also resent having to go in person to doctors and building up unnecessary copays for issues like acne which could have been addressed with a picture or for birth control refills that occur consistently throughout the year.
Part
06
of seven
Part
06

At-Home Prescription Consumers: Hims Psychographics

The values, interests, attitudes, and motivations for Hims consumers to patronize at-home prescription products are mainly discretion, wellness, easy access, playful advertising and the online presence of the company.

Wellness and Millennial Men

  • The main group of Hims products in the US are millennial men. They seem to be suffering from baldness, erectile dysfunction, and skin issues.
  • The startup strives to cater to females as well, but for now, the bigger part of its customers use Hims.
  • The men using Hims products are interested in their wellness more than any other generation.
  • Wellness and health care are two of the main values Hims consumers have adopted and look for strictly.

Motivations for Hims Consumers

Interests of Hims Consumers


Part
07
of seven
Part
07

At-home Testing Market: Trends

Some examples of consumer trend driving the at-home testing market include accessibility and affordability of at-home test kits and the increase in awareness associated with the rising incidence of diseases.

TREND # 1- ACCESSIBILITY AND AFFORDABILITY


HOW THE TREND IS DRIVING THE MARKET

  • The demand for at-home tests is increasing due to faster results, the accuracy of diagnosis and convenience through easy accessibility.
  • The market for at-home medical tests in the US is rapidly growing. The market is projected to reach approximately $340 million by 2020. The growth in the market is partly due to the affordability of these at-home tests in comparison to other healthcare methods.
  • These tests can help rural families access medical care, whether they have health insurance, as well as reduces healthcare costs overall.
  • Market research on the 2019 Home Testing Kits Market identified a reduction in healthcare expenditure, easy accessibility of home test kits, and increase awareness of home test kits as the leading drivers of the at-home kit market.

COMPANIES/ORGANIZATIONS DRIVING THE TREND

  • Everlywell has expanded from eight to thirty-five test kits since its launch in San Francisco in 2016. The company's success is a direct result of the pressures on American consumers associated with healthcare costs. The company is heavily investing in building the vast array of at-home test products the majority of which can be initiated by consumers without a doctor’s referral.
  • A factor driving the trend towards at-home testing is the reduced cost to consumers and the ease of access to this at-home test kits.


TREND #2 — RISING CONSUMER AWARENESS

  • The rising prevalence of lifestyle-associated diseases and the rising awareness about the importance of self-monitoring and self-diagnosis are factors contributing to the trend towards the home diagnostic market.
  • The rise in health awareness has led to the adoption of personalized medicine and at-home diagnostic testing among consumers.
  • The number of patients suffering from diseases such as diabetes has increased. There has also been an increase in the number of persons suffering from hearing loss-this has doubled over the past 15 years. The incidence of diseases has led to stakeholders in the home diagnostic market to introduce home testing kits.
  • The need for the identification of infectious agents, cancer biomarkers, cardiovascular diseases, drug abuse, and women’s health issues has contributed to the increase in at-home blood testing.

HOW THE TREND IS DRIVING THE MARKET

  • The at-home testing market is expected to witness rapid growth due to the need for the identification of infectious agents, cancer biomarkers, cardiovascular diseases, drug abuse, and women’s health issues.
  • Leading manufacturers in the home diagnostics market are adopting strategies to provide home testing devices due to the expected higher demand in the future. This expected demand is partly due to the increase in demand due to the prevalence of diabetes and other lifestyle diseases.
  • The at-home testing market accounted for more than 91% of the revenue share of the North American industry in 2017 and is expected to grow. The expected growth is as a result of the rising incidences of diseases in the country and high awareness among the population.

COMPANIES/ORGANIZATIONS DRIVING THE TREND

  • Tasso Inc., a company in Seattle has launched HemoLink. This is a painless blood collection product for blood sampling which can be used in a broad range of diagnostic activities.
  • Theranos company headquartered in California has launched a blood testing platform where the device uses a finger stick to draw a microlitre sample of blood into a disposable cartridge, which is loaded into the device’s “reader” for analysis.
  • These new additions to the market will increase the growth of at-home automated blood testing in the market.

RESEARCH STRATEGY

The research began by conducting a general search of the trends driving the at-home testing market. This led us to information published by Business Wire, Neoscope, Tech Crunch and Global News Wire and others. These sources provided all the required.

We verified that these are trends driving the at-home testing market by the fact that at least three independent sources identified them as trending factors among consumers. In addition, we were also able to show that several companies such as Everlywell, Tasso and Theranos were amongst the major players driving the trend.
Sources
Sources