How to offer ED and alopecia solutions to Millennials
Cool formulas, trendy colors, discreet packaging and hipster models, are some of the ingredients with whom the companies are selling masculine focused medication.
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There are two main things that can worry or ashamed a man, being bald and suffering from erectile dysfunction. Popular belief has it that only old men are the ones who have to deal with this kind of issues but reality says different. And is this belief what drives younger men to feel ashamed of having these issues at a young age, as usual the millennials found the solution for everything, in privacy and with humor. Two American companies have studied the tastes and fears of this generation, in order to throw campaigns and solutions instead of making their target audience feel ashamed, which is a definitive give away that you should assume your condition with humor and pride. We are not joking; one of these companies actually has good merch.
We start with Hims, a company dedicated to marketing that makes this kind of “wellness” products seem to be appealing for the masculine public, the company analyzed millennials preferences and after founding their big love for plants, they came up with an idea to visualize erectile dysfunction with a cactus as the main aspect. The key of the success of this company resides in offering lifelong solutions. Funny short texts and likeable images are used as a vehicle to offer attractive solutions to this problem that has always been silent. Here is when the second masculine problem starts to worry: alopecia. HIMS offers again the usual products to stop it, but this time it comes with a campaign with young models and not the usual older men, laughing in the middle of Brooklyn, the keystone of New York’s fashion.
The solutions required for both problems, need for a medical prescription, which the company offers after doing an online diagnosis made by doctors, the medication is sent to the drugstores associated with the company or the drugstore the patient wants. The rejuvenation of the service as well as the patients saving time instead of going to the doctor has increased the success of the company. The third key of this company’s success was the help of the Partners & Spade creative agency, in charge of Warby Parker one the most popular brands critically acclaimed by the millennials. This agency is responsible for choosing young and tattooed models and for choosing a chromatic gamma linked to the millenials going away from the usual grey that was used in past years, the aesthetic references used are the web’s Glosier and Goop.
From the agency they ensure that the secret is, that the young people could feel that is a friend or a cousin who is recommending to use these products, always in a friendly and funny tone, the final objective is that the people will stop hiding these products in the bathroom with shame, but that the brand can be shown with pride on the sweaters and shirts that HIMS commercialize.