Hims & Hers CPO on Building Delightful Products in Regulated Markets | Dheerja Kaur | E278

What It Covers

Dheerja Kaur, CPO at Hims & Hers, explains building consumer health products in regulated markets, scaling from individual treatments to holistic preventative care through diagnostics, and leveraging clinical expertise alongside product teams.

Key Questions Answered

• •Dual Brand Strategy: Operating separate Hims and Hers apps with distinct brands allows personalized experiences for different audiences while using componentized architecture underneath, enabling gender-specific journeys like menopause support without duplicating entire codebases or sacrificing product velocity.
• •PM-Clinician Partnership Model: Product managers work directly with licensed doctors and specialists (Chief Medical Officer, SVPs of weight loss, sexual health) who sit side-by-side writing requirements and designing experiences, ensuring clinical accuracy while PMs build deep domain expertise in biomarkers and treatment protocols.
• •Diagnostics-First Expansion: Labs product shifts strategy from treating acute problems to preventative care by providing comprehensive blood work showing all biomarkers, personalized action plans, and ongoing testing that creates feedback loops where treatment dosages adjust based on improving health levels over time.
• •Vertical-to-Horizontal Platform: Product teams structured with GM-like accountability for specific business areas (weight loss, testosterone, diagnostics) rather than surface-area ownership, enabling deep market understanding and localized decision-making while core platforms provide self-serve components for scale across geographies.