Shani Bocian is the Co-founder and CEO of Allermi, a personalized DTC allergy medicine. She founded the company with her father, an Allergy and Immunology Professor at Stanford University, who had been developing a comprehensive allergy medication. Since Allermi’s launch, Shani has raised over $4.7 million and grew the company over 1,000% in 2023.

Millions of people suffer from allergies, yet many medications only target one symptom, and consumers must browse an open market to determine the most effective treatment for their symptoms. Personalized DTC medicine has emerged as an alternative to traditional treatments, allowing consumers more autonomy over their healthcare journeys. How can DTC healthcare companies target customers with precision?

After suffering from chronic allergies for years, DTC entrepreneur Shani Bocian recognized a more effective way to treat symptoms and achieve long-term relief. By developing a single formula that incorporates multiple medications, companies can target customers with diverse needs. When building a consumer base, Shani says to differentiate yourself from mass-market brands by showcasing credibility and emphasizing customization. Customer retention and loyalty are integral to sustaining a DTC medicine brand, so you can offer free trials and employ subscription models and referral programs to drive sales and growth.

In today’s Up Arrow Podcast episode, William Harris hosts Shani Bocian, the Co-founder and CEO of Allermi, to talk about the rise of DTC medicine. Shani explains how she built a nine-figure e-commerce store, how Allermi provides personalized and accessible healthcare, and the obstacles she faced scaling her brand.