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In the fight to command the growing market for telehealth, Thirty Madison is staking out new terrain. Over the last year and a half, the 5-year-old digital health startup has been quietly planning to expand into sleep care with a new brand called River.

Thirty Madison has been challenged to distinguish itself from direct-to-consumer companies like Hims and Ro, which also provide a combination of digital pharmacy services and telehealth — often bolstered by significant advertising budgets. Its approach has been to build multiple “storefronts” that allow users to access providers who can prescribe medications and deliver follow-up care for different conditions: Keeps for hair loss, Picnic for allergies, Cove for migraine, and more. The company also acquired Nurx, which was originally focused on sexual and reproductive health, in a merger that closed this year.

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