DTC Telehealth – particularly when fully integrated with pharmacy services and venture backed – was initially misunderstood and met with skepticism from regulators, the press, and some sectors of the traditional healthcare establishment when Ro launched.

Tusk developed multi-state regulatory strategies and risk analyses to help Ro open new markets, assist with product launches, and position themselves as responsible stakeholder in the ever-expanding DTC field. We devised multiple campaigns in support of a tech-agnostic telehealth policy, built coalitions with other stakeholders, developed legislative champions, crafted proactive messaging that minimized regulators' inquiries, and worked on Medical Board and Pharmacy Board regulations in a way that encouraged balancing innovation with patient safety. We also devised a communication roadmap and outreach plan related to growth, market expansion, and building the CEO as a thought leader in the telehealth space.

We passed legislation or regulation in multiple states that helped advance Ro's model, while blocking attempts in other states that sought to roll-back use of these technologies. Ro remained largely insulated from press attacks through a communications strategy centered on quality, patient experience, a strong advisory board, and media relationships led by Tusk. Ro remains a widely recognized leader and pioneer in the telemedicine industry.