LifeMD, a provider of virtual primary care services, has acquired key assets from Optimal Human Health MD, a women’s health virtual care provider in the U.S.
The acquisition marks LifeMD’s entry into the women’s health market and establishes a foundation for a comprehensive virtual health program focused on hormone health, bone density, metabolism, and long-term wellness under the LifeMD brand. The new women’s health offering is expected to launch in summer 2025.
“Expanding LifeMD’s virtual care, prescription, and wellness portfolio into adjacent markets where traditional U.S. healthcare has consistently failed to meet the needs of patients—particularly women—is central to our growth strategy,” said Jessica Friedeman, Chief Marketing Officer and Head of Women’s Health at LifeMD. “Our upcoming women’s health programs are particularly compelling because they allow us to fully leverage our national provider network, partnerships with Quest and Labcorp, in-house mail-order pharmacy, behavioral health services, and nutrition and wellness capabilities. Together, these assets position us to build what we believe will be the most comprehensive virtual-first women’s health offering in the country. Just as importantly, many of these services will be accessible through private and government insurance, further increasing affordability and reach for our patients.”
The transaction brings on board Optimal’s clinical team, including nurse practitioners, registered dietitians, and patient care staff, as well as Dr. Doug Lucas, Optimal’s founder. Dr. Lucas is the author of two books on osteoporosis reversal and hormone optimization and will play a central role in shaping LifeMD’s women’s health strategy.
“LifeMD’s platform provides the reach and operational sophistication to bring world-class women’s health care to a broader population,” said Dr. Lucas. “With increased awareness around menopause-related symptoms as well as conditions like osteoporosis—along with rising demand for personalized wellness solutions—I’m excited to expand the work we started at Optimal and deliver next-generation care through LifeMD.”
According to the press release, women’s health remains one of the most underserved areas in medicine, with conditions like menopause and osteoporosis being chronically underdiagnosed or undertreated. Only one in four women seeks treatment for menopause-related symptoms, and over two-thirds of osteoporosis cases in women remain undiagnosed. According to BCG, these two areas alone represent a projected market opportunity of $60–70 billion by 2030.
The acquisition aligns with LifeMD’s strategy of scaling specialty care verticals through clinical models and platform integration, similar to their approach with Rex MD in men’s health. The company states it is equipped to deliver care at scale with its 50-state affiliated medical group, national lab and pharmacy infrastructure, and expanding patient base across both cash-pay and insurance-covered models.
Financial details of the acquisition were not disclosed.
