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.

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Tusk developed and advocated for a new framework for digital health companies across multiple states to position digital health on the side of consumer access 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 digital health 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.

Our communications and political advocacy campaigns changed the message around digital health from one based on patient safety to a message of access and convenience.  This led to states nationwide passing legislation 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.