Ro

Leading direct-to-consumer telehealth platform with significant digital advertising presence

Ro is a direct-to-consumer telehealth company founded in 2017 that operates digital health platforms connecting patients with licensed healthcare providers for various medical conditions. The company started with men's health (Roman) and has expanded to women's health (Rory), smoking cessation (Zero), and general primary care. While primarily a healthcare company, Ro has developed significant advertising and marketing capabilities as it has scaled, building sophisticated digital marketing infrastructure and data-driven patient acquisition strategies. In the AdTech context, Ro represents an emerging category of healthcare advertisers that leverage digital platforms for patient acquisition while navigating strict healthcare advertising regulations. The company has invested heavily in performance marketing, content marketing, and brand advertising across digital channels. Ro's advertising approach combines direct-response tactics with brand-building initiatives, utilizing programmatic advertising, social media, search marketing, and connected TV. The company's first-party health data and patient insights inform its marketing strategies, though it operates under HIPAA compliance requirements that limit certain data uses.