Hims & Hers
Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company.
- Term
- Hims & Hers
- Field
- Learn Case Studies
- Category
- Marketing
A working definition
Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company.
In Marketing, Hims & Hers names a marketing concept. Pin the meaning down early and the strategy stays coherent.
How it operates
Think of Hims & Hers as context-bound. A small shop reads it simply; an enterprise reads it with more nuance. That is normal -- Hims & Hers is shaped by audience and channel mix. Read Hims & Hers without care and the plan wobbles; be precise and the read holds.
The working rule is plain. Agree what Hims & Hers covers first, then act on it. Skip that order and Hims & Hers loses its shared meaning, and two teams end up measuring two different things. Look at it this way.
When teams use it
Hims & Hers matters at the point of a decision. In marketing, three moments come up again and again. Outside them, Hims & Hers is reference material.
- Setting budget. Hims & Hers helps decide which channel gets the next dollar.
- Choosing a metric. Hims & Hers flags whether the number you report is causal.
- Comparing options. Hims & Hers keeps a head-to-head from fooling the reader.
Worked example
Look at Liquid Death. In a brand-voice overhaul, Hims & Hers drove the decision rather than sitting in a footnote. A baseline came first, then a single agreed meaning of Hims & Hers, then the read: earned-media value tripled year over year.
| Stage | The step taken | Why it mattered |
|---|---|---|
| Baseline | Took a before reading on Hims & Hers. | A reference to judge against. |
| Define | Agreed a single definition of Hims & Hers. | No room for scope drift. |
| Act | A brand-voice overhaul — one variable. | One change, a clean read. |
| Result | Earned-media value tripled year over year | A decision the data earned. |
These Hims & Hers numbers are illustrative -- RGM analysis. The structure travels; the specific figures do not.
Common mistakes
- One-size thinking. Using Hims & Hers flat across every segment. The right cut differs by channel and margin.
- No anchor. Quoting Hims & Hers without a starting point. Always pair it with a baseline.
- Wrong target. Treating Hims & Hers as the goal. The goal is the outcome it predicts.
- Apples to oranges. Comparing Hims & Hers across firms raw. Adjust for pricing and cycle before you read it.
Quick answers
What is Hims & Hers?
Why does Hims & Hers matter?
How do teams use Hims & Hers?
What is the most common mistake with Hims & Hers?
Where can I go deeper on Hims & Hers?
- What is Hims & Hers?
- Hims & Hers case study: how Andrew Dudum scaled telehealth DTC from hair-loss to a multi-vertical $1B+ revenue public company. Agree the scope of Hims & Hers before the planning starts.
- Why does Hims & Hers matter?
- Hims & Hers shows up in budget reviews and channel reporting. Use it loosely and teams pull apart; use it precisely and the numbers line up.
- How do teams use Hims & Hers?
- Hims & Hers informs a decision -- most often a budget, a metric choice, or a comparison. The Liquid Death example above shows the pattern.