Function Health offers comprehensive whole-body lab testing for over 100 biomarkers, empowering individuals to take control of their health through data-driven insights.
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See all ads on AdLibrary →Function Health is a San Francisco DTC company offering annual memberships granting access to 100+ lab biomarkers — far beyond standard annual bloodwork. Co-founded with Dr. Mark Hyman, it targets the longevity and preventive health market at approximately $500/year, growing rapidly through Hyman's large health audience. Also searched as Function.
Function Health's primary acquisition channel is Dr. Mark Hyman's podcast and social audience — millions of engaged longevity and functional medicine followers who are pre-sold on comprehensive testing. Paid social ads amplify this with fear-of-missing-data creative: 'Your doctor only checks 20 markers. We check 100+.' Browse Function Health's ad creative on AdLibrary to study how they monetize health-conscious audiences.
Meta ads target health-conscious adults 35–65, overlapping with longevity, biohacking, and preventive medicine interest clusters. Dr. Hyman appears in video ads lending authority. Waitlist-driven scarcity was used early on to build demand. Retargeting focuses on specific biomarker categories (thyroid, cardiovascular, hormones) to match the ad to the viewer's likely health concern.
Themes: the inadequacy of standard annual physicals, knowledge as power over aging, specific biomarker callouts (testosterone, cortisol, ApoB), and the membership-as-investment framing. The '100+ tests' number is the most repeated claim — it anchors value against a $500 price point that would otherwise seem high for bloodwork.
Function Health shows how co-founding with an existing media figure (Dr. Hyman has a built-in audience of millions) can substitute for years of brand-building advertising. The membership model also creates recurring revenue that justifies higher CAC — a structural advantage over one-time test purchases. For health-tech marketers, the lesson is that anchoring a price against a volume number ('100+ tests for $500') reframes value more effectively than benefit statements.
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