Vitable Health | Customer Spotlight: HerMD Health

Customer Spotlight

Direct Primary Care

For Employers

ICHRA

HRA

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written by

Natasha Schuler

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Mariko Miyamoto, Fractional HR Leader of HerMD Health, a virtual care startup focused on menopause and sexual wellness, faced the challenge of providing affordable and comprehensive health benefits to a growing remote team. With 15 employees scattered across multiple states, Mariko needed a solution that would scale with the business, align with their mission, and simplify the benefits administration process. Traditional health insurance options were expensive and offered limited flexibility for a distributed workforce.

“We initially got quoted out of New Jersey, but the rates were really high,” Mariko shared. “We were looking at traditional options, but it just wasn’t going to work for us. That’s when I started looking into ICHRA as an option, and after researching several platforms, Vitable stood out.”

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Choosing Vitable’s ICHRA combined with virtual primary care was a clear decision for Mariko and her team. “The VPC + ICHRA solution is truly the gold standard in virtual care,” Mariko explained. “It offers comprehensive coverage, including free virtual primary care and prescriptions for employees and their families, while providing the flexibility of marketplace health coverage. This seamless integration makes it feel like a group plan, but with the added advantage of personal choice. For a startup like ours, it’s the ideal solution—it supports both our mission and helps us attract top talent by offering a premium benefit that feels both modern and accessible.”

" Vitable’s VPC + ICHRA solution is truly the gold standard in virtual care. It offers comprehensive coverage, while providing the flexibility of marketplace health coverage."

Mariko considered other options, but Vitable’s integrated, hands-on solution won her over. “We considered other ICHRA platforms, but what we found with Vitable was a truly integrated, hands-on solution that offers more than just transactional care. The combination of real primary care, virtual access, and the ICHRA framework was the ideal mix for us. It felt like a more serious, thoughtful approach to employee health benefits, while still being flexible and modern.”

The addition of free virtual primary care has proven to be a powerful recruiting tool for Mariko’s company. “Offering free virtual primary care to our employees and their families gives us a distinct recruiting advantage,” she said. “As a startup, it’s important to present ourselves as established and employee-centric, and Vitable’s package allows us to do just that. The ability to say we offer ‘free primary care for you and your entire household’ is a powerful recruiting tool and shows our commitment to employee health.”

A key factor in Mariko’s decision was the ease of integrating premium payments through payroll deductions. “For a small company like ours, this feature greatly simplifies the process and makes ICHRA feel like a group plan,” she explained. “Vitable made it easy for us to provide a seamless experience without burdening our employees with extra administrative steps.”

As Mariko’s team grows, she’s excited to continue offering Vitable’s ICHRA and virtual primary care solution. “I think Vitable’s model is going to be a better solution for everybody,” Mariko concluded.

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