Thirty Madison, a New York-based virtual care company aimed at serving patients with chronic conditions, launched a new platform this week geared toward comprehensive skin health.  

The new vertical, called Facet, will address eczema, psoriasis, acne, rosacea, dandruff, melasma and anti-aging concerns, said the company.  

"People need medical solutions to properly treat their skin – it’s the body’s largest organ,” said Facet medical director Dr. Peter Young in a statement.  

"For patients with conditions like psoriasis or eczema, every product they use plays an important role in managing their condition – from their daily face wash and moisturizer to an oral treatment or an injectable – and finding the right mix of treatments is critical to achieving healthy skin," added Young, a board-certified dermatologist.  

WHY IT MATTERS  

Dermatology has emerged as a popular use case for telehealth amidst the COVID-19 pandemic, with several specialty apps offering acne medication and other skin health treatments as part of their services.  

As far as Thirty Madison is concerned, the vendor says it will offer more than 50 clinically backed prescription and non-prescription options and care plans designed by board-certified dermatologists.  

Patients will be able to access treatments – which can include prescription topicals, custom prescription formulas, prescription orals and biologics, and non-prescription options – at home. Facet will also provide systemic treatments and lab testing on a case-by-case basis for patients with severe psoriasis or atopic dermatitis, says the company.  

Company leadership also drew attention to the importance of equity in dermatology, which can reproduce bias by training clinicians and algorithms on disproportionately light skin tones.   

"Providing inclusive, accurate care is a huge focus for our team. We’re taking a few steps, all of which we’ll be expanding and iterating on as the offering moves past its initial launch," said Rajani Rao, Facet general manager, in a statement to Healthcare IT News.   

"First, we’re building clinical protocols that address all skin tones and types. We know some conditions present differently and that dermatology, being such a visual specialty, needs to incorporate that understanding to diagnose appropriately," said Rao.   

"Our next point really means something in this space, given the visibility of skin conditions and how they show up on different complexions: Representation matters. We want to ensure that our messaging and the way the offering presents itself in the world is inclusive and representative of our patient population," Rao continued.   

"In the future, we’re also committed to advancing the field; more research is needed, especially for skin of color. But first we have to start treating patients!" Rao said.  

Patients in 45 states can currently use Facet. It is not available in Delaware, Idaho, New Hampshire, New Mexico or West Virginia, although over-the-counter products can be shipped throughout the country.  

THE LARGER TREND  

Thirty Madison's merger with Nurx earlier this year marked continued growth for the company in the virtual care space.  

That space is a crowded one, however. In addition to other apps geared toward birth control and skin care, major retailers such as Amazon and Walmart have also moved forward with their own telehealth ventures.  

ON THE RECORD  

"Conditions like eczema, psoriasis, and rosacea often go misdiagnosed – and even for those who do receive a diagnosis, people still feel like it’s a battle to manage these conditions long-term. You’re left to figure it out on your own," said Rao in a statement.  

"Patients deserve an empathetic, thoughtful approach led by medical experts who can offer them the holistic care plans they need to feel confident again," Rao added.

Kat Jercich is senior editor of Healthcare IT News.
Twitter: @kjercich
Email: kjercich@himss.org
Healthcare IT News is a HIMSS Media publication.