Telehealth Customer Acquisition Cost: 2026 Report

Figures come from each company's Form 10-K for fiscal 2025, as filed by October 8, 2026, with fiscal 2024 10-Ks used where a 2023 or early-2025 customer count was needed. Each of the six sells care online, is or was listed in the US, and reports both a marketing expense line and a customer, member or subscriber count. All six report on the calendar year.

The formula is the full marketing or sales and marketing line from the income statement divided by the change in year-end customers. None of the six discloses gross new customers, so the denominator is a net figure: customers at the end of the year minus customers at the end of the prior year. Cancellations lower that number, which makes cost per net new customer higher than cost per gross new customer. LifeMD is the one company with a usable gross proxy, the rise in the cumulative number of customers and patients it says it has served. BetterHelp is shown as marketing per average paying user because its paying users fell in 2025.

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 listed 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.
• LifeMD's cumulative count of customers and patients served rose from about 1,118,000 in its fiscal 2024 10-K, filed March 11, 2025, to more than 1,387,000 in its fiscal 2025 10-K, filed March 10, 2026. That 269,000 is the gap between two rounded counts reported in March 2025 and March 2026. Set against calendar-2025 selling and marketing of $86.1 million, it gives $320 per new customer, about one fifth of the $1,624 net figure.
• 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.
• Teladoc reports third-party advertising only for the whole company, and most of that spending relates to BetterHelp.

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.
• Talkspace's consumer members fell from 11,700 at the end of 2023 to 5,000 at the end of 2025. Talkspace attributes the decline to a decision to focus marketing on attracting payor members, and Q4 unique payor members rose from 79,200 to 124,100 over the same two years.

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.
• Five of the six companies spent a smaller share of revenue on marketing in 2025 than in 2024, counting Hinge on its measure that excludes stock compensation, restructuring and other items. BetterHelp's share rose.

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.
• LifeMD and Talkspace are left out of this table. LifeMD's year-end 2024 subscriber count is not disclosed, and Talkspace's member measure combines a quarterly count with a year-end count.

Data Limits for Telehealth Customer Acquisition Cost

The six companies report customers and marketing in their own ways, and those differences affect any comparison between two of them.

The companies count customers in different ways. Hims counts subscribers who are billed automatically on a recurring basis. Hinge and Omada count enrolled members whose employer or plan pays. BetterHelp reports an annual average of monthly paying users. Talkspace reports unique payor members with a session in the fourth quarter.

Marketing lines also differ. Hims, LifeMD, Talkspace, Hinge and Omada report the full line including stock compensation. BetterHelp's segment line excludes it. Hinge and Omada sales and marketing also includes sales commissions.

LifeMD's counts of 275,000 and 328,000 subscribers come from its 10-Ks filed March 11, 2025 and March 10, 2026, each described as current. Its net change therefore covers March 2025 to March 2026, set against spending for calendar 2025. LifeMD's WorkSimpli software unit is excluded because it is reported as discontinued operations. Hims generated $134.0 million of revenue outside the US in 2025, up from $26.8 million, mainly because of geographic expansion through acquisitions. Universal Health Services completed its purchase of Talkspace on August 17, 2026, and Talkspace's shares were removed from Nasdaq, so fiscal 2025 is its last annual report.