HIMS Stock Slides Premarket: Rival Telehealth Firm Ro Launches Aggressive Price Cuts In GLP-1 Subscription Fight

• Ro said patients can save up to 50% with prepaid plans that include doctor visits, coaching, labs and access to branded GLP-1 therapies.
• Membership pricing at Ro starts around $39 for the first month and can fall to about $74 per month annually.
• Hims currently charges about $39 initially and $149 per month thereafter.

Shares of Hims & Hers Health (HIMS) slipped 3% in premarket trading on Thursday after rival telehealth platform Ro introduced major price cuts to its weight-loss membership program, intensifying competition in the fast-growing GLP-1 subscription market.

HIMS stock logged its second straight session of losses on Wednesday after declining nearly 3% to $29.01. 

Ro Targets Cheaper GLP-1 Access Than Retail Pharmacies

Ro said its Body Membership program is now available at discounts of up to 50% for patients who prepay annually, translating to savings of $900 per year. The subscription includes doctor visits, coaching support, progress monitoring and lab access, along with prescriptions for branded GLP-1 therapies such as Wegovy from Novo Nordisk and Zepbound from Eli Lilly. 

CEO Reitano said on X that the pricing could make treatment cheaper than purchasing the same medications through retail pharmacies such as CVS Health. Patients can begin treatment with introductory pricing around $39 for the first month, while ongoing membership costs can fall to $74 per month with annual prepayment, compared with about $145 per month under standard plans.

Unlike Hims & Hers's gender-segmented telehealth offerings, Ro operates a unified membership structure for both men and women on a single platform.

GLP-1 Platforms Race To Lower Patient Costs

Ro’s pricing changes come amid intensifying competition in the subscription-based weight-loss treatment market, where platforms are racing to expand access to branded GLP-1 therapies while lowering upfront costs for patients.

Hims & Hers currently offers weight-loss membership plans starting at $39 for the first month and $149 per month thereafter, with medication costs billed separately based on the prescribed therapy.

Amazon’s GLP-1 Push Raises Revenue Concerns For HIMS

Investor attention had already turned to competitive risks earlier this week after Amazon expanded its GLP-1 management program through its One Medical platform. Bank of America Securities (BofA) warned that the offering could pressure Hims & Hers’ weight-loss revenues over the longer term, particularly among patients seeking lower-cost prescription renewals.

However, Citigroup said Amazon’s renewal-focused telehealth option includes limits that reduce the likelihood it will fully replace subscription-based obesity-treatment platforms.

Hims Expands Beyond GLP-1 Treatments

The competitive developments come as Hims & Hers Health continues expanding its broader treatment portfolio beyond obesity therapies, including a recent push into menopause and perimenopause care through the launch of estrogen patch treatments on its Hers platform amid ongoing U.S. supply shortages. 

Additionally, upcoming FDA advisory committee meetings on certain peptides could open the door to additional treatment offerings on the platform. Meanwhile, the company is shifting its weight-loss strategy toward FDA-approved branded GLP-1 therapies through its partnership with Novo Nordisk, expanding access to Wegovy and discontinuing compounded GLP-1 alternatives.

How Do Retail Traders Feel About HIMS?

On Stocktwits, retail sentiment for HIMS was ‘extremely bullish’ amid ‘extremely high’ message volume.

One user noted the recent push into menopause care and said, “I don’t think people realize how big this really is - menopause alone has the potential to be a multi-billion dollar business”

Another bearish user said Amazon’s entry into the GLP-1 market “Will bring massive competition with it's 200 million Prime members.”

HIMS stock has risen 14% over the past year. 

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