Healthcare is moving far beyond the doctor’s office.
Hims preps for the future of healthcare
The telehealth company appointed longevity medicine expert Dr. Anant Vinjamoori as Chief Medical Officer of its Hims brand.
Formerly of Virta Health and Modern Age, Vinjamoori has become one of the most prominent voices in preventative health, hormones, peptides, diagnostics, and longevity medicine.
Beyond GLP-1s, Vinjamoori pointed to an incoming wave of therapies spanning metabolic health, hormone optimization, regenerative medicine, and longevity — pushing Hims another step further toward becoming a broader platform for preventative care.
Athletic Brewing makes its biggest marketing bet yet
America’s largest non-alcoholic brewer launched its largest-ever campaign, increasing national media spending by 120% YoY.
- The push includes national TV spots, limited-edition patriotic packaging, a new seasonal brew, and the company’s first Major League Baseball athlete partnership with Dodgers star Teoscar Hernández.
- With off-premise sales up nearly 24%, Athletic and others are doubling down on NA beverages as more consumers embrace moderation and sober-curious lifestyles.
The category is no longer marketed as an alternative to alcohol. It’s increasingly being sold as a performance, recovery, and lifestyle product in its own right.
Food becomes frontline healthcare
Virtual cardiometabolic care platform Vida Health partnered with Instacart Health to help members turn nutrition guidance into grocery purchases.
- Through Instacart’s Fresh Funds program, eligible members will receive grocery stipends tied to dietitian recommendations.
- Many chronic conditions are driven by diet and lifestyle, but advice alone rarely changes behavior.
- Leveraging Instacart’s reach, the partnership gives Vida Health providers a new mechanism to make healthy food both accessible and actionable.
As healthcare shifts toward prevention, nutrition is becoming a reimbursable tool, not just a recommendation.
