LifeMD expands into women's health with acquisition of Optimal Human Health MD
New service aims to address gaps in care for menopause, osteoporosis, and hormonal health
LifeMD, a virtual primary care company, has acquired Optimal Human Health MD, a nationwide telehealth provider specializing in women’s bone health. The acquisition marks LifeMD’s official entry into the women’s health sector, with a new offering expected to launch this summer focused on hormone health, bone density, metabolism and long-term wellness.
Women’s health - particularly in areas like perimenopause, menopause, and bone health - remains one of the most under-addressed segments in American healthcare. LifeMD’s new program will be delivered through its existing virtual care platform, integrating lab partnerships, pharmacy services, and wellness support.
“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.”
Underdiagnosed and undertreated
The new service is designed to address widespread underdiagnosis and undertreatment. Only one in four women seek treatment for menopause-related symptoms, and while women account for 80% of osteoporosis cases, more than two-thirds are undiagnosed. These gaps point to a growing demand for specialized, accessible care. According to Boston Consulting Group, the combined market for menopause and osteoporosis-related care could reach $60–70 billion by 2030.
The deal also brings in Dr. Doug Lucas, Optimal’s founder, who is known for his work on hormone optimization and osteoporosis reversal. Lucas, author of The Osteoporosis Breakthrough and Top 10 Reasons Why Your Hormones Are Failing You, will help lead clinical strategy for the new division.
“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.”
The expansion builds on LifeMD’s model of integrating specialty care into its digital platform, following its success with Rex MD in men’s health. The company operates a 50-state medical group and supports both cash-pay and insurance-based models.