The Super Bowl is a time when Americans are bombarded with enticing promises, and this year is no different. A new ad from Hims & Hers, a telehealth company, aims to tap into the envy many feel towards the rich and their seemingly endless access to healthcare.
The ad, narrated by the socially conscious rapper Common, begins with a bold statement: "Rich people live longer." It then showcases a series of wealthy, wellness-focused individuals, from Bryan Johnson, the multimillionaire obsessed with eternal life, to Jeff Bezos, the buff billionaire backing age-reversal startups. Even Kris Jenner's notorious facelift makes an appearance.
Dan Kenger, Hims & Hers' chief design officer, claims these characters symbolize an exclusive healthcare culture. But the parallels to real life are undeniable. The ad's voiceover asks, "They get the best of everything, so why don't you?"
Hims & Hers is known for weight-loss and hair-restoration treatments, but this ad positions the company as a gateway to elite healthcare. Kenger describes America's healthcare system as a tale of two tiers: one for the wealthy, with proactive, personalized care, and another for everyone else, which is broken and reactive.
While Hims & Hers' offerings may not be as glamorous as a facelift, the ad emphasizes that these treatments are accessible to anyone, for a price. Telehealth platforms like Hims & Hers allow patients to pay out of pocket for quick treatment, often sidestepping the high costs of name-brand drugs by offering cheaper, compounded versions.
However, there are concerns about the safety and necessity of these practices. Two telehealth companies have been sanctioned for inappropriately prescribing stimulants, and the FDA has asked the Justice Department to investigate Hims & Hers for selling compounded GLP-1 pills, which may not contain the correct active ingredients.
The medical community worries that telehealth platforms make it too easy for patients to access unsafe or unnecessary drugs. The Obesity Society warns against using compounded GLP-1s, and men's health experts are concerned about the potential cardiovascular and reproductive risks of testosterone-replacement therapy.
Hims & Hers, in response to the DOJ investigation, has stated it will stop selling compounded GLP-1 pills, emphasizing its commitment to providing safe and affordable care. But the ad's message is clear: it aims to validate Americans' frustration with healthcare and present itself as a solution.
Pew Research Center data shows that 71% of Americans are worried about healthcare costs, and the ad taps into this sentiment. At the same time, Americans are increasingly adopting the wellness habits of billionaires, from untested peptides to keto diets, despite questionable benefits.
Hims & Hers accurately identifies wealth as a key factor in health disparities, but its prescribed treatment seems like an unlikely cure. The ad is a clever attempt to capitalize on Americans' desire for equality in healthcare, but it raises important questions about the role of telehealth platforms and the potential risks they pose.
