Over the past few years, the meteoric rise of direct-to-consumer (DTC) telehealth brands like Hims (for men’s health/hair loss/ED) and Felix (for various online prescriptions in Canada) has inspired many in the medical community. Some forward-thinking physicians and clinic owners saw these models and thought, “Should we try to do the same? If Hims can sell hair loss meds online, why not me?” Indeed, the allure is strong: huge revenue valuations, slick marketing, and the ability to reach patients nationally through an app or website.