WEBSITE VISIT DEMOGRAPHICS

• Males accounted for 65.52% of HIMS website visitors, while females account for 34.48%.

• 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'.

• The gender demographic search profile for the 'hims' keyword is broken down as follows:
• Male: 48.44% 
• Female: 51.56% 

• The age demographic search profile for the 'hims' keyword is broken down as follows:
• 18-24: 8.49% 
• 25-34: 23.92% 
• 35-44: 25.35% 
• 45-54: 22.31% 
• 55-64: 15.04%   
• 65+: 4.89%   

RESEARCH METHODOLOGY

GENDER

• The users of Hers are fundamentally women. Hers provides women with birth control pills, hair creams, skincare products, and sex boosting medications like Addyi that treats hypo-sexual desire disorder in females.

AGE

• Hers has medical-grade products for all age groups from teens to menopausal women.
• Women of ages 18 to 59 use Hers’ Addyi to treat decreased sexual desire which is a standard female condition in this age group.

LOCATION

• Hers customers are available nationwide. Hers products are found in online platforms. Customers can order products to show up on their doorstep monthly.
• A network of 120 medical specialists are available to serve women from the comfort of their homes.

• The products are available nationwide, while telehealth services were launched in 47 states. 

INCOME

• Customers of Hers range from low-income to high-income categories as its products are affordable.
• Experts consider Hers a telemedicine revolution that low-income Americans need. Hers’ range of new prescription and over-the-counter skin, hair and sexual health products for sale cost averagely $15 to $100 a month.
• Hers charges $30-$40 for the medical consultation, follow-up questions, and the treatment in its sexual wellness and skincare categories. In traditionally existing options, treatments in these categories require $25-$50 co-pay in addition to $100-$200 for the medication.

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

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

• Roman currently focuses on men's health issues.

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

• The company also frames itself as a digital health clinic for men.

Location

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

• Based on member stories, most of the members are situated in Texas, Connecticut, North Carolina, Alabama, New Orleans, New York and Ohio.

Research Strategy

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

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.

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

• Discretion is one of the main advantages of the way Hims works. Consumers enjoy not having to visit a doctor or pharmacist to talk about their problems in person, especially their issues with erectile dysfunction.
• While Hims offers at-home prescription products that treat the problems millennial men have, the advertising does not make them feel they are using serious medicines.
• Hims products are advertised in a way that makes clients feel comfortable with their problems. The humor weaved in the advertisement or the short double-meaning questions on ads make the consumers perceive the brand better; humor is one of the values of Hims consumers.
• Hims advertises mainly online; according to studies, millennial men spend a lot of time online. This is a crossing point for the target group and the startup as consumers have easier access to information and advice the way they want — online, discretely and easy.
• Telemedicine and its easy-to-reach growth is a strong motivation for new consumers to try Hims products.

Interests of Hims Consumers

• As Hims consumers are mainly millennial men they are mainly interested in wellness.
• Hims consumers in the US have a strong interest in their health care and appearance.
• Hims consumers are interested in innovations, especially telemedicine as a growing trend.
• Humor is one of the main things that attract Hims consumers in the US.

TREND # 1- ACCESSIBILITY AND AFFORDABILITY

• Consumers are trending towards the use of at-home testing due to their convenience. At-home testing kits are available at almost any pharmacy or supermarket.
• The growing adoption of at-home testing kits is largely attributed to its reduced cost which lowers their healthcare expenses.
• At-home tests form a part of a larger healthcare trend towards improving patients' access to medical services while significantly reducing cost.
• Pressures on American consumers such as those associated with the cost of medical deductibles contribute to consumers moving towards at-home ‘Do it Yourself’ kits as a way to reduce cost.

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