When you think of direct-to-consumer erectile dysfunction (ED) treatment, you might think of platforms like Hims or Roman. Now GoodRx, perhaps best known for offering prescription drug discounts, wants a piece of the nearly $3 billion ED drug market.
In June, the company announced an ED telehealth treatment service that includes a virtual consult, prescriptions, and “discreet delivery” of medications to most states, starting at $18 per month.
This will be the company’s first-ever “conditions-specific” subscription service. It decided to step into this market after its in-house research found a gap in the ED care market, and plans to leverage brand loyalty and trust in order to grow, Katelyn Pelak, VP and head of product management at GoodRx, told Healthcare Brew.
“We chose ED as our starting point because it represents a high-demand, high-barrier condition where we know we can make a meaningful impact,” Pelak said.
Untapped market. Of 1,332 men surveyed by GoodRx in early 2025, nearly 30% reported ED challenges but only 14% sought treatment. Those who didn’t get treatment cited concerns about cost, side effects, and stigma. A 2024 article in the Journal of Sexual Medicine found a similar result: Of 1,822 men, about 24% said they had ED symptoms but only 8% had ever been diagnosed.
There’s clearly room for this market to grow given how many people go untreated, and GoodRx can capitalize on that, Chris Lew, VP of commercial strategy and innovation at health research and consulting firm Rock Health, told us.
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“In my view, it’s really less about competing with existing players in the space for a share of patients that are already being treated [and more about] competing for that pool of untreated patients,” Lew said. “That’s really about raising awareness of treatment options and lowering access barriers for medication like cost, convenience, affordability.”
Standing apart. Pelak is confident GoodRx can stand apart because it already has such strong recognition with its 30 million consumers annually. Its paid discount and drug delivery subscription program, GoodRx Gold, launched in 2018 and had 680,000 members at the end of Q1 2025.
“We have that trust. We’ve proven we can do it at scale. We’ve proven we can do it in an affordable way for customers,” she said.
Lew echoed this point. GoodRx’s pricing for this model is “highly competitive,” he said. “Given both its broad existing reach with those 30 million consumers and its core business…I think that could translate in really interesting ways, some of which could be drug price advantages that it can pass on to consumers or lower consumer acquisition cost,” he said.
It’s also a good time to be a direct-to-consumer healthcare brand, he added. The global healthcare e-commerce market was valued at $310 billion in 2022 and is expected to reach $614 billion by 2026, according to consulting firm Ernst & Young.
“We’re really seeing a moment in consumer-driven healthcare,” Lew said.