The trend: Telehealth companies are ramping up women-targeted health services, including new weight loss medication and menopause management programs.

• In February, Noom added a women’s hormone replacement therapy (HRT) program.
• In July, WeightWatchers repositioned itself as a women’s health company, and expanded its weight health program to support women through the stages of menopause. It added HRT in October.
• In October, Hers, the women’s health arm of Hims & Hers, added perimenopause and menopause services.
• Women’s health specialty telehealth companies Midi Health added longevity services targeted at women ages 30 and older, and Maven Health expanded its pregnancy services.

Editor’s note: This article pulls information from our just-published “Women’s Healthcare Habits” report.

Why it matters: Women use telehealth more than men, and overall, use more health services, and spend more on care and on prescription medications.

• 42% of women use telehealth, compared with 31.7% of men, per a Sagapixel 2024 assessment.
• Women spent $39.3 billion on out-of-pocket healthcare costs last year, compared with men at $30.5 billion, per a GoodRx report in March.
• The $8.8 billion gap in spending is due in part to $1.5 billion spent on women-specific care like birth control, menopause, and endometriosis.
• However, women also spent an average 30% more than men on prescription drugs, and significantly more on conditions like migraine (351% more), dry eye (326% more), depression (113% more), and acne (103% more), per GoodRx.
• Women on average use 9.9% more healthcare services than men, excluding maternity-related expenses, per a Deloitte analysis in September 2024.

Recommendations for telehealth marketers: Women have long controlled healthcare decisions and spending for themselves and their households. As they shift spending from in-person care to telehealth, providers need to tailor their experiences.

• Deliver a high-touch virtual experience. Women value continuity and guidance, so brands should differentiate on responsiveness and follow-ups with quick response messaging, proactive monitoring, refill reminders, and consistent ongoing support.
• Tackle affordability directly. Women spend more across most therapeutic areas. Lean into transparent pricing, subscription bundles, and savings programs—especially for high-use categories like migraine, dermatology, and mental health.
• Frame virtual care as ongoing health management. Weight loss and menopause services may be entry points, but retention comes from longitudinal support. Emphasize coaching, personalized support, and sleep and stress tools that extend care beyond prescriptions.