One of the pioneers in the DTC industry is the digital healthcare company Hims & Hers. As one of the few businesses to truly utilize the subscription model, the company today has reached a valuation of $1.6 billion.
They can also be considered pioneers for another reason: their mission is to break down stigmas in healthcare and make it easier for people to access treatment. And the company actually has two separate websites for men and women; stuff for him and stuff for her. Hims and Hers.
And as the number of customers grow, they’ve expanded digitally across both the US as well as the UK. To strengthen its message across specific locations and cater its communications to each customer, it tapped into the capabilities of the powerful content management system Contentful.
Hims & Hers had a few issues and requirements which included:
- Creatives weren’t capable of publishing to the site without the help of developers, frustrating the ability to test content and launch products fast.
- The ability to launch new sites quickly to support rolling product lines while keeping consistent the digital experiences across the brand.
- Marketers should be capable of adding or changing product information without the need of developers as well as managing SEO.
Contentful allows companies to create customer-centric digital experiences so that they’re able to meet complex challenges across countries, continents, and languages, while doing it at the pace required of ecommerce businesses.
“Working with Contentful helped us streamline and optimize our content,” said Jon Mumm, the engineering lead at Hims & Hers. “We were able to build and test new pages faster and put lots of power in the hands of our product and marketing teams.”
Faster to new markets
Hims & Hers needed a platform that would be able to enable them to expand according to their ambitious plans – both in terms of new products, new countries, and new services such as digital care consultations.
For Hims, they built their messaging around clear but conversational advice channeled from experts. Everything from grooming to sexual wellness. But one of its strongest limitations was its content management system, which needed developers to actually manage its content. Those poor creatives on the team weren’t able to handle the content that they were producing. This weighed down on the output of Hims.
With easy-to-use navigation, simplified content creation, scheduling, and publishing as well as easy editing, give Contentful big benefits for creative teams. And because there is less friction time, they can also experiment based on visitor data and behavior.
As a companion, their Hers website is the counterpart for the other half. And importantly, the codebase of the site could be unified via the content platform to the new digital experience.
This made it possible to regionalize its sites and address issues of variations and consistency in quick time.
“We look to mimic the success of this project by using Contentful in the future to put the power of a single, unified content platform into the hands of our clients,” said Bertrand Karerangabo, VP of tech strategy at Hims & Hers’ tech consultancy.
Since the CMS migration, the healthcare brand has been able to launch faster and better catering to regional markets and needs. Being able to pivot depending on the region is now one of its strengths. As just one example, Hims & Hers was able to launch its new UK sites in just 1 month.
More of its results included:
- Quick-launching new products across all of its markets.
- Less management in changes to its digital content.
- Easier content management and SEO management by marketers.
- Tweaks and edits can be made based on user behavior.
“Contentful has become an excellent tool for our team,” said the consultancy’s director of marketing Candace Green-O’Leary, “allowing us to build new pages in just hours rather than days. It keeps our website team focused on the bigger goals of our site experience and messaging, because we are no longer spending time to build from scratch. We can finally see the whole forest, not just the trees — which makes us better at collaborating and working towards our team goals.”