Inside the Perimenopause Industrial Complex

The story of a woman named Schrenk illustrates the growing trend of hormone therapy for perimenopause symptoms. After reaching the summit of Virginia's Old Rag Mountain, Schrenk was experiencing intense emotions, prompting her to consider suicide. It was during her descent that she overheard others discussing the benefits of hormone therapy, which had helped them cope with mood swings, hot flashes, and night sweats.

Schrenk had been taking oral contraceptives for perimenopause symptoms but her doctor dismissed the idea of switching to hormone therapy. Undeterred, she turned to telehealth startup Midi, which specializes in women's midlife care. Her nurse practitioner was willing to switch her birth control to hormone therapy, and Schrenk credits this treatment with a significant improvement in her mental health.

The perimenopause telehealth boom is fueled by a combination of factors, including a shift in medical thinking towards evidence-based medicine, the removal of "black box" warnings on hormone therapy, and the surge in demand for virtual clinics offering hormone therapy. Several startups, such as Midi, Winona, Alloy, and Evernow, have seen a significant increase in web traffic, indicating a growing interest in this area.

These telehealth platforms offer various customizable hormone therapy options, including pills, patches, gels, and creams, and some even accept health insurance.

The perimenopause market is substantial, with over 43 million women aged 35 to 54 in the United States, and the trend is expected to continue as virtual clinics vie for dominance in this emerging sector of healthcare.