Hims & Hers Health (Hims for short) recently announced the hire of Dr. Jessica Shepherd, who will serve as Hers Health’s Chief Medical Officer. Hers Health is a female-focused brand that Hims & Hers Health offers to consumers in the U.S. Today, we will consider this hire and what it means for the overall Hims business and investment thesis.

Hims has fielded two distinct and separately offered brands: Hims for men and Hers for women, and Dr. Shepherd will act as the Chief Medical Officer of specifically the Hers Health brand.

This is notable because it highlights one point of differentiation for Hims: Hims has built not just one, but two highly successful digital healthcare brands, i.e., Hims and Hers, respectively. Building just one of these platforms and the associated mobile apps would be a noteworthy accomplishment, but to build two distinct brands is truly exceptional, and the appointment of Dr. Shepherd further illustrates the success Hims has had in building Hers as a standalone brand.

There are a number of ways we could look at this appointment, but, for the sake of brevity, today, I would like to focus on the idea shared just above: It is incredibly difficult to field one successful brand in the digital healthcare space: Most don’t make it over the long run, and execution must be pristine for it to work.

To field two distinct brands successfully illustrates a company that has a unique ability to execute. That is, there must be some cultural differentiation such that Hims would be capable of executing on multiple fronts in an effective manner simultaneously.

To further highlight the idea that Hers’ success as a standalone brand is notable, let’s consider the experience of Hims’ chief rival, Ro Health, in building a standalone female-focused brand. While Hims has been successful in building Hers, its primary competitor, Ro Health, has not been so successful. In fact, Ro Health outright failed to field a complementary female brand alongside its male-focused brand, Roman.

After trying to build Rory, Ro Health’s attempt at a female brand, it ultimately gave up and rolled its female offering into its male and female offering, Ro Health.

While we all can intuitively understand the idea that building two successful digital healthcare brands is difficult, this illustrates how significant it is that Hims has built Hers, and, as of yesterday, hired a devoted Chief Medical Officer to the Hers Health brand.

In short, the appointment of Dr. Shepherd is notable in that it highlights the unique development of the Hers Health brand, which will very likely soon be the larger of the two in Hims & Hers Health, and will serve to extend Hims’ overall revenue growth runway.