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If you live in New York, you may notice that the Hampton Jitney will look different this summer.

That’s because online healthcare company Ro is wrapping the bus from the city to eastern Long Island as part of an out-of-home (OOH) marketing activation that goes live this week.

The Hampton Jitney campaign follows in the footsteps of some of other New York metro area transportation marketing efforts undertaken by Ro, including subway station takeovers promoting GLP-1 drugs. 

Since last summer, the company has placed ads for its Body Program in subway stations throughout the city, including full takeovers of Penn Station and Grand Central Station. 

The company worked with New York-based boutique OOH firm Quan Media Group to make sure its ads were in visible areas but also took a unique approach to the available spaces and differentiated themselves from other GLP-1 advertisements.

Transit ad returns

In an era where the fragmented media landscape is increasingly veering into the digital realm, it’s more important than ever for health brands to be able to strategically utilize their marketing spend to tell a compelling story and increase consumer engagement.

That’s why Ro has focused on OOH activations, producing creative storytelling through bold imagery and strategic placements to stand out from competitors and build trust in the brand over time. 

Will Flaherty, SVP of growth at Ro, told MM+M that the company’s services are designed to connect patients with providers. He noted that the company has evolved from its initial focus on offering erectile dysfunction pills over a decade ago to a broader range of treatments for sexual health, dermatology, weight management and fertility.

Flaherty said the company views its OOH approach — which is a creative continuation of its previous transit success in dense, populated areas — as opening the door to reaching millions more consumers.

“We’ve found great success through the years advertising in transit and being part of a person’s commute,” he said. “We’ve also found people to double click on the geographic aspects of our efforts. We’ve identified that commuter rail ads see a higher response rate than an average OOH ad.”

‘Bold, visceral images’

Ro knows a thing or two about marketing products that come with a built-in stigma.

Thus, the experience selling ED pills in some ways mirrors the conversations around shame in seeking treatment through this new class of weight loss drugs.

Flaherty said it was important for Ro’s subway advertisements to include bold, visceral images of people injecting the medication so that consumers better understand the product. This is the result of Ro investing in its creative production, which includes high-quality photography and elevated visuals.

He added that the bus wrap provides a larger, more appropriate creative canvas for Ro to advertise on than say a digital screen at a gas station.

Brian Rappaport, CEO of Quan Media Group, noted that the firm often looks for placement areas that allow for its clients to have multiple pieces of creative rather than just plastering copywriting on a billboard below a brand’s name.

“I feel like the competitors or others in the category just kind of go out there and buy placements without putting much thought or strategy into it,” he said. “Whereas, we’re calculated where we attack and when we decide to go live and activate.”

Breadth of services awareness

At a time when Ro is competing with the likes of not only telehealth rivals like Hims & Hers but other health brands making concerted forays into the world of direct-to-consumer care options, Flaherty suggested that effective advertising can make a difference.

From its earliest days as Roman, he said the company has committed to creating a brand architecture that would house a number of services beyond sexual health and establish itself as a consumer wellness brand. 

Now, Ro is building on that broader awareness and letting consumers know there are a breadth of services available to them — including GLP-1 drugs that have skyrocketed in popularity over the past two years.

“When we think about the weight loss offering, it is the first large-scale consumer product that we’re bringing to market across all the different channels at our disposal,” he said. “So, to some extent, what we do in the weight management space is also helping build that broader awareness of Ro. Concurrently, as we continue to do a ton of things on the sexual health side, the messaging and marketing will also start to build that kind of combined awareness and understanding.”