What was once considered a drudgery, sitting in a crowded waiting room, mask-free, in a dermatologist’s office is now, for many, a forgotten luxury.
On March 30, the Centers for Medicare and Medicaid Services (CMS) announced key regulatory changes to make it easier for patients to receive care through telemedicine in reaction to stay-at-home orders. According to data published by the American Academy for Dermatology in September, the percentage of dermatologists who have adopted a telemedicine system this year has tripled.
Once on the steady decline, brick-and-mortar has now been obliterated by the pandemic. To suit consumers’ growing needs, and capitalize on the explosive market trends, brands are now restructuring and diversifying their business models to go totally virtual.
Rory is an example of the new standard of online skincare and telehealth. A new-age digital health clinic for women, Rory offers custom skin and healthcare solutions to customers without the need to leave their homes. The brand is yet another DTC company to emerge during uncertain times; since April, Rory reports that their services are up by over 250% — a sign of the longevity of the homebound movement.
In a July 2020 medical journal, studies show that among dermatologists in the USA, over 80% now offer teledermatology — an increase from a 2017 survey only reporting 37%. Globally, the teledermatology market was valued at USD 4.3 billion in 2019. Now, market insiders project the global valuation to reach USD 44.86 billion by 2027.
With their latest foray into skincare, Rory created Nightly Defense, a night cream including ingredients like tretinoin, niacinamide, azelaic acid, and ceramides for anti-aging treatment and skin-clearing benefits. Typically prescribed for acne treatment, tretinoin or Retin-A, has long-been hailed as the topical gold standard ingredient in wrinkle reduction and prevention. A prescription-strength chemical exfoliant, it works to quickly remove deep layers of the dermis and speed up cellular turnover resulting in smooth, clear skin. Niacinamide, a derivative of vitamin B3, has been clinically proven to reduce hyperpigmentation and calm redness. To combat the notorious drying effects of tretinoin, or as some beauty bloggers dub “the retinoid uglies”, the brand included ceramides and other lipids to help skin preserve its moisture barrier and retain its strength.
The process to get Nightly Defense through Rory, for instance, is simple. Starting with an online consultation about general health and skin goals, clients are directed to a one-on-one meeting with a licensed physician or nurse practitioner to determine their individual needs. If prescribed, the brand sends a singularly formulated prescription night cream to your door. The brand offers unlimited follow-ups and ongoing care with your provider to maintain and tailor results.
The digital clinic doesn’t just offer skincare, however. Rory offers a range of other affordable and personalized virtual healthcare to qualifying patients. From prescription eyelash growth serum, dandruff treatment, cold sore medication, and even allergy relief sprays, women can rest assured that they will be able to find what they need, and without leaving their living rooms.