Telehealth Customer Acquisition Cost: 2026 Report

Telehealth Customer Acquisition Cost by Company, 2025

Telehealth companies spend heavily to find patients online, and dividing that spending by the customers each company added shows what one new customer costs. The Healthcare Industry Reviews research team compared marketing spending per new customer at six publicly traded telehealth companies for 2025.

• Across the five companies with customer growth, the median marketing spend per net new customer in 2025 was $1,624, at LifeMD. The range ran from $287 at Omada Health to $3,260 at Hims & Hers.
• For telehealth companies, the cost of winning a customer varies by more than 10 times. Marketing per net new customer ran from $287 at Omada to $3,260 at Hims & Hers, with a median of $1,624. Companies selling through employers and health plans are likely to keep acquiring customers far more cheaply.
• BetterHelp spent $518.5 million on advertising and marketing in 2025 while average monthly paying users fell 5% to 390,000. That works out to $1,329 per average paying user, against $1,363 in 2024.
• Omada and Hinge sell to employers and health plans, whose employees and members then enroll. Higher channel partner administrative and marketing fees accounted for $11.9 million of Omada's 2025 increase in sales and marketing.

Telehealth Paid Advertising Cost per Net New Customer

Marketing budgets pay for staff, agencies and software as well as ads, and setting those costs aside shows what paid advertising alone costs for each new customer.

Four of the six companies also report a narrower paid advertising figure. Three of those figures can be divided by the same net customer change used above.

• Hims & Hers put 86.9% of its $919.3 million marketing line into paid advertising and media, which Hims calls customer acquisition costs. The other $120.8 million covers marketing personnel, agency, contractor and consulting fees, content production, software and other marketing operating costs.
• At Hinge Health, advertising was $53.6 million of $317.0 million in sales and marketing, or 16.9%. The rest of Hinge's line is mainly personnel costs including stock compensation, internal and third-party sales commissions, and other marketing and promotional costs.
• Most telehealth marketing money goes to paid ads at consumer brands. Hims & Hers put 86.9% of its $919.3 million marketing line into paid advertising, against 16.9% at Hinge Health. Consumer brands are likely to stay most exposed to rising ad costs.

Change in Telehealth Customer Acquisition Cost, 2024 to 2025

Setting 2025 next to 2024 shows which telehealth companies are paying more to grow and which are paying less.

Four companies report customer counts for the end of 2023, 2024 and 2025, so their cost per net new customer can be compared across two years.

• Hims & Hers raised marketing 35% in 2025 while net subscriber additions fell from 692,000 to 282,000. Subscribers grew 12.7% in 2025 after 45.0% growth in 2024.
• Hinge Health's 2025 sales and marketing line includes $106.0 million of stock compensation, most of it tied to vesting conditions met at its IPO. On its segment measure, which excludes stock compensation, restructuring and other items, Hinge spent $207.9 million in 2025 and $164.7 million in 2024, or $830 and $1,018 per net new member.
• Omada Health's members grew 54.9% in 2025 while sales and marketing rose 32%, which brought its cost per net new member down from $376 to $287.
• Consumer telehealth growth is getting more expensive. Hims & Hers raised marketing 35% while net subscriber additions fell from 692,000 to 282,000. If this continues, more companies are likely to follow Talkspace and Omada toward employer and payor channels.

Telehealth Marketing Spend as a Share of Revenue

Marketing as a share of revenue shows how much of every dollar a telehealth company earns goes back into finding customers, which makes companies of very different sizes easy to compare.

• BetterHelp spent the highest share of revenue on marketing in both years, 54.6% in 2025. Its revenue fell 9% and its marketing fell 7%.
• Talkspace had the lowest share, 23.5% in 2025. Its payor revenue rose 37.9% that year.
• Most telehealth companies are spending less of their revenue on marketing. Five of six cut their marketing share in 2025, though BetterHelp still spent 54.6%. Investors are likely to keep rewarding companies that grow without raising marketing spend.

Telehealth Revenue per Customer and Cost per Net New Customer

Setting each company's revenue per customer next to what it spends to add one gives a sense of whether a new customer pays back the cost of signing them up.

Revenue per average customer is 2025 revenue divided by the average of the start and end customer counts.

• Hims & Hers spent $3,260 in marketing per net new subscriber against $991 of revenue per average subscriber in 2025. Its monthly revenue per average subscriber was $83.
• Omada's 2025 marketing per net new member of $287 was below its $357 of revenue per average member.
• The payback math works for some models and not others. Hims & Hers spent $3,260 per net new subscriber against $991 of annual revenue per subscriber, while Omada spent $287 against $357. Investors will likely favor models where acquisition cost stays close to a year of revenue.

What Telehealth Customer Acquisition Cost Trends Mean for 2027 and Beyond

Winning new patients through ads has become expensive for consumer telehealth companies. Companies that reach patients through employers and health plans pay far less for each new member, and some consumer brands are moving that way.

More telehealth may soon come through your employer or insurer rather than through ads. Consumer brands will need to show that their ad spending pays back faster, or cut it. That could mean fewer flashy campaigns and more services offered as part of a health plan.

So if you are looking for telehealth care, check your employer or health plan benefits first, because the same service may be covered.