Manual is the UK men's telehealth challenger that raised £29M in 2024 and expanded into Brazil — competing with Numan and Hims across hair loss, ED, and GLP-1 weight management.
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See all ads on AdLibrary →Manual is a UK men's telehealth platform founded in 2019, offering online consultations and treatment delivery for hair loss, ED, and weight management. The brand raised £29M in 2024 and expanded into Brazil, pursuing international scale. Manual competes directly with Numan and Hims for the growing UK and European men's health market.
Manual's paid media strategy mirrors the broader men's telehealth playbook — access convenience, clinical credibility, and normalisation of help-seeking behaviour — but differentiates through a younger, more modern brand tone than competitors like Numan. The £29M raise enabled investment in broader geographic campaigns, including Brazilian Portuguese creative for its international expansion. Multi-vertical creative (hair loss, weight, sexual health) allows Manual to retarget across different treatment categories once a user has engaged. Browse Manual's ad creative at <a href="https://adlibrary.com?q=Manual+health&type=3">AdLibrary</a>.
Facebook and Instagram are Manual's primary paid channels, with the brand running condition-specific campaigns across its three core verticals. Hair loss creative features before/after and clinical regrowth data. GLP-1 ads lead with the medically supervised angle to differentiate from unregulated online sources. The brand's expansion into Brazil required localised Meta campaigns, giving Manual one of the more internationally diverse creative strategies in the UK men's health category.
Core copy themes include speed of access to qualified UK doctors, the convenience of home delivery, and the 'take control' empowerment framing that positions health treatment-seeking as a positive, proactive choice rather than an admission of weakness. Manual's brand voice is notably less clinical than competitors like Numan, appealing to a younger 25-40 male demographic comfortable with DTC healthcare but sceptical of traditional GP services.
Manual illustrates how a second-mover in a competitive telehealth category can differentiate through brand voice and international ambition rather than product innovation. While Numan focused on UK dominance, Manual's early investment in Brazil gave it a growth story that attracted £29M at a point where UK men's telehealth was becoming crowded. Challenger brands in commoditising categories should identify international markets where first-mover advantages are still available.
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