Ro, which makes erectile dysfunction treatment, rolls out menopause meds
The Hustle

Ro, which makes erectile dysfunction treatment, rolls out menopause meds

Ro, the company behind the D2C erectile dysfunction brand Roman, launched a new line of menopause meds under the name “Rory.”


March 21, 2019

Yesterday, the telehealth startup Ro launched a new product line called Rory for menopausal women.

Rory, which will offer 6 separate products to treat 4 separate conditions, joins Ro’s other product lines Roman and Zero in a growing, convenience-focused telehealth business.

A series of priceless pivots

Ro started out in 2017 as a company called Roman, offering erectile dysfunction medication on demand.

Then, last September, the company raised $88m and launched a new line of products called Zero designed to help consumers quit smoking. At the launch of Zero, the company also changed its name to “Ro” — because, you know, cigs don’t discriminate. 

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The name change seemed a little unnecessary at the time — but now that the company is going after menopausal women, it’s all starting to make sense.

The 2 different directions of Hims and Ro

Ro’s original service, Roman, competed directly with other direct-to-consumer ED products offered by companies like Hims. 

But while Hims chose to double down on its Him-ness with products designed specifically for men (hair-loss, skin care, oral care, etc.), Roman decided to do the opposite — and drop its man-focus.

Now, Ro prioritizes convenience over cohesion: The company uses the same business model — convenient, stigma-free on-demand delivery — to target 3 totally different demographic groups with telehealth products.

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