Product Offering (ED Focus)
Ro began as a dedicated men’s health brand (Roman), with erectile dysfunction at its core offering. ED treatments include:
- Sildenafil (generic Viagra)
- Tadalafil (generic Cialis)
- Branded medications when requested
- Options for both daily and as-needed use
Key features:
- Online medical assessment with licensed U.S. providers
- Subscription or one-time purchase options
- Delivered discreetly to customers' homes
- Free follow-up care and adjustments
Brand Positioning & Messaging
Ro emphasizes a clinical, trustworthy, and evidence-based approach to healthcare. While its early messaging (under Roman) had a slightly more casual tone, Ro today focuses on:
- Science-driven care
- Medical credibility
- Holistic health management (not just ED)
Marketing channels include:
- Digital ads and podcasts
- SEO-rich educational content
- Testimonials and clinical expert endorsements
Customer Experience & Journey
Pros:
- Thorough online consultation with a real medical provider
- Personalized treatment plans
- Responsive care team for follow-ups
- Excellent UX/UI on both desktop and mobile
Cons:
- Higher price point than some traditional pharmacies
- Less lifestyle branding appeal compared to Hims
- Some limitations based on state-by-state telehealth regulations
Regulatory & Clinical Compliance
Ro is fully HIPAA-compliant, with licensed providers in all 50 U.S. states. They also emphasize continuity of care—encouraging users to view ED as a medical condition with potential underlying causes (e.g. heart health), rather than simply a symptom.
This clinical-forward stance differentiates Ro from DTC wellness brands and appeals to more health-conscious or older demographics.
Competitive Landscape
Ro competes directly with:
- Hims – more lifestyle-focused, younger audience
- BlueChew – emphasizes chewable ED pills and rapid effects
- Lemonaid Health – broader telemedicine platform
- Nurx and GoodRx – more price-competitive but less brand-oriented
Ro’s Differentiators:
- Strong clinical reputation and broader healthcare portfolio
- Transparent medical process with free follow-ups
- Expansion into chronic care and diagnostics (e.g., at-home lab testing)
Conclusion
Ro has evolved from a niche ED treatment brand to a comprehensive telehealth leader. While it still provides excellent ED solutions, its broader mission to redefine primary care gives it a strategic advantage over lifestyle-centric competitors like Hims. Its brand appeal lies in trust, clinical integrity, and full-spectrum care, making it ideal for consumers who prioritize long-term health over aesthetic branding or convenience alone.