DTC Health Care Startup Ro is Using Digital Billboards to Advertise
Credit: Modern Retail
When DTC health care startup Roman launched in 2017, it was initially focused on connecting male patients with doctors to discuss medical conditions like erectile dysfunction and hair loss.
Today, the company, now rebranded as Ro, sells medication to treat 11 different conditions under three brands: Roman for men, Rory for women, and Zero, which is focused on nonsmokers. As Ro’s potential audience grows, the company is finding it has to rely on more than just Facebook and Google search ads to reach new customers.
This week, Ro started selling allergy medications through its Roman and Rory brands, and is running ads on digital billboards in Dallas, as well as in New York City on Link NYC kiosks and digital taxi top units, to promote the products. The content of the ads will change depending on whether the pollen count that day is above or below average in that city.
