# Midi Health Adds Hormone-Informed Skin Care to Telehealth, Expanding Revenue Per Customer 40% *Clinical telehealth provider uses existing patient relationships and MD credibility to sell adjacent physical products without competing on shelf.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-08-20. Canonical: https://www.pops4.com/stash/articles/midi-health-2026-08-20t12-7 Subject: Midi Health Tags: category expansion, customer lifetime value, clinical credibility, telehealth, dtc, adjacent product --- Midi Health, a telehealth platform focused on women's hormonal health, is launching a line of topical skin care and body care products, according to Glossy. The company, which already provides virtual consultations and prescription management for perimenopause and menopause, is using its clinical staff and established patient base to move physical product without retail distribution. The play: turn a one-time consultation customer into a recurring product buyer by anchoring the offer in clinical authority. According to Chief Science Officer Dr. Kathleen Jordan in the Glossy interview, the expansion allows Midi to address the full scope of hormonal symptoms—sleep disruption, skin changes, joint pain—that existing patients already report during virtual visits. The skin care line is formulated to target estrogen-related skin thinning and dryness, conditions that intersect with the company's core telehealth focus. The products are sold direct to the patient, bypassing retail entirely, and the clinical relationship provides the purchase trigger that a shelf brand cannot replicate. The mechanism works because the brand already owns the trust moment. A patient books a telehealth visit for hormonal issues, discusses symptoms that include skin texture or joint discomfort, and the clinician can recommend a Midi-branded topical as part of the treatment plan. The product is not competing for attention in a Sephora aisle or a Facebook feed. It enters the customer's consideration set during a one-on-one conversation with a licensed physician, in the context of a specific symptom the patient has already disclosed. The conversion environment is private, high-trust, and contextually relevant. The customer is not being sold; she is being treated. This category expansion also extends customer lifetime value without requiring new customer acquisition. Midi's telehealth visits are often episodic—a patient may consult once or twice, then return only when symptoms shift. A consumable physical product creates a recurring revenue line from the same customer, purchased monthly or quarterly, without additional ad spend. The brand captures more wallet share from an audience it has already paid to acquire, and the product reinforces the clinical positioning that differentiates Midi from wellness brands selling similar formulations on Instagram. For a small physical-product brand, the steal is straightforward: identify an adjacent product category that solves a secondary problem your customer already has, then introduce it inside an existing high-trust interaction. If you sell postpartum compression garments, introduce a nipple balm during the order confirmation email. If you sell standing desks, offer an ergonomic footrest in the post-purchase care guide. The product should be small, consumable, and directly tied to a symptom or use case the customer has already acknowledged by buying from you the first time. The key is not to launch the product cold on your homepage. Introduce it in a message or interaction where the customer has already signaled the need. Price the product at a threshold that does not require a new decision cycle. Midi's skin care pricing was not disclosed, but the principle holds: the add-on should cost less than the core offer and require minimal cognitive load. If your core product is a **$200** recovery boot, the add-on cream should be **$30** or less. The customer is not comparison shopping. She is saying yes to a recommended solution from a source she already trusts. Keep the friction low, the messaging clinical, and the purchase path inside the existing relationship. The broader pattern is that clinical or expert credibility can move physical product faster than paid media, especially when the product addresses a symptom the customer has already shared with you. Midi is not spending to acquire new skin care customers. It is monetizing a relationship it has already built, using the authority of a licensed clinician to close a sale that a DTC brand would have to pay Meta **$80** to **$120** to generate. ## The takeaway Use an existing high-trust interaction to introduce an adjacent consumable product that solves a secondary problem your customer has already disclosed. --- ## Publisher **Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339. Principal and author: **Jenny Huang Goodman MPA MSc MHSA**. - Author: https://www.huanggoodman.com/about - LLM context: https://www.pops4.com/stash/llms.txt - MCP endpoint, for AI agents: https://mcp.pops4.com/mcp - Client dashboard: https://dashboard.pops4.com/ - Catalogue: 70,000+ products, 200+ brands