The Super Bowl is a time when Americans are bombarded with enticing promises, and this year is no exception. A new ad by telehealth company Hims & Hers aims to tap into the envy many feel towards the rich and their seemingly endless access to cutting-edge healthcare.
The ad opens with a provocative statement: "Rich people live longer." It then showcases a series of wealthy, wellness-obsessed individuals, including a reference to Bryan Johnson's red light bathing rituals, Jeff Bezos' age-reversal endeavors, and even a nod to Kris Jenner's infamous facelift. Dan Kenger, the chief design officer at Hims & Hers, describes these characters as "symbols" of an exclusive healthcare culture, but the parallels to real-life billionaires are hard to ignore.
Hims & Hers, known for its weight-loss and hair restoration treatments, presents itself as a gateway to a world of elite healthcare. "America's healthcare system is divided," Kenger explains, "with the wealthy enjoying proactive, personalized care, while everyone else is left with a broken, reactive system." The ad suggests that Hims & Hers can bridge this gap, offering concierge doctors and innovative therapies to all, for a price.
Telehealth platforms like Hims & Hers have become a kind of modern-day pharmacy, making it easier for people to access controlled substances like Adderall and testosterone. By using compounding pharmacies, these companies offer cheaper alternatives to name-brand drugs. However, the potential risks of these practices are becoming increasingly apparent. In the past two years, two telehealth companies have been sanctioned for inappropriately prescribing stimulants, raising concerns about patient safety.
Hims & Hers is no stranger to controversial ads. Last year, their Super Bowl campaign focused on democratizing access to GLP-1s for weight loss. The ad blamed America's obesity epidemic on an unaffordable healthcare system, highlighting how celebrities' use of these drugs sparked envy among those who couldn't afford them. Now, Hims & Hers is expanding its offerings to include testosterone and peptides, which have been popularized by high-profile figures like Gwyneth Paltrow and Joe Rogan.
The company's use of the term "personalized" drugs is intriguing, evoking the exclusive treatments enjoyed by the wealthy. However, in the world of telehealth platforms, personalization often means creating customized versions of name-brand medications. These compounded drugs are not reviewed by the FDA, and Hims & Hers is currently under investigation by the Justice Department for selling compounded GLP-1 pills. The medical community is concerned that telehealth platforms may be facilitating the unsafe use of drugs or unnecessary treatments.
Despite these concerns, Hims & Hers presents itself as a champion of justice, validating Americans' frustration with the healthcare system. With 71% of Americans worried about healthcare costs, according to Pew Research Center, the company's message resonates. But as Americans continue to emulate the wellness habits of billionaires, from untested peptides to keto diets, the question remains: Is Hims & Hers offering a genuine solution, or just another expensive band-aid?
