Digital health borrowed its growth playbook from consumer technology, landing patients fast and keeping them subscribed. Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required. In a legal complaint against Hims & Hers filed Wednesday (July 29), the Federal Trade Commission directly challenged that model. The FTC’s billing and cancellation claims are equally consequential because subscriptions have become central to digital health’s economics. Digital health companies must reconcile those objectives rather than assuming that consumer software retention tactics transfer cleanly into medical commerce.