Ro's Will Flaherty: TV advertising gives you legitimacy

Roman launched in 2017 with a specific mission: Treating erectile dysfunction online, with doctor consultations and medication delivered right to customers.

The company has raised $176 million in funding. It's also changed its name to Ro and turned Roman into just one of the the brands it owns, expanding its telemedicine offerings to also tackle nicotine addiction (with a brand called Zero), perimenopausal conditions (Rory) and more.

"We really realized that we had built a platform that could treat and serve far greater needs than just that one condition area," said Will Flaherty, the company's vp of growth, on the Modern Retail Podcast.

Flaherty talked about how Ro's differentiation lies in service over product, why TV is central to its strategy and more.