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Telehealth startup Ro launches a ‘digital health clinic for men’

Telehealth startup Ro launches a ‘digital health clinic for men’

This is the web version of Brainstorm Health Daily, Fortune’s daily newsletter on the top health care news. To get it delivered daily to your in-box, sign up here.

Happy Thursday, readers.

Telehealth firm Ro just launched what it’s dubbing a “digital health clinic for men” via its men’s health-focused arm Roman.

The company, which has its roots in the direct-to-consumer erectile dysfunction market, has recently expanded its ambitions beyond the men’s health space, including with telehealth services for smoking cessation and a vertical meant to advise women who are about to go through menopause.

But the new effort underscores how important the men’s health business is to Ro’s portfolio.

The so-called “Health Guide” is a digital publication from Roman. It’s sort of a man-centric WebMD, addressing questions men may have about everything from STIs to hair loss and diabetes.

As for the peer review process, Ro stated that anything published in the guide would be “information drawn from medical societies and governmental agencies unless explicitly stated.”

I spoke with Ro’s CEO, Zachariah Reitano, a few weeks ago about a separate project the company was working on—a partnership with drug giant Pfizer meant to leapfrog the company’s rivals in the generic Viagra space.

Here’s how Reitano described the importance of that partnership: “I compare it to buying coffee. You can buy coffee at two different places. All the coffee contains caffeine. But so many things go into making that cup of coffee that go into the quality of that product and experience.”

The comparison is intriguing. And Ro’s efforts in this crowded market could be a signal for how other telehealth companies follow.

Read on for the day’s news.

Sy Mukherjee
sayak.mukherjee@fortune.com
@the_sy_guy

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