The lines between medical care and retail continue to blur — and that’s not a bad thing.
In fact, I even coined the term “medtail” to describe the growing overlap between medical and med spa environments and thoughtful retail experiences. Today, consumers are already accustomed to encountering curated product assortments in healthcare settings ranging from dermatology practices and dental offices to eye doctors, wellness clinics, and med spas, so why not intimate care environments, as well?
If you’re wondering why, keep reading.
Retail within medical environments can enhance education, extend care beyond appointments, improve convenience, and ultimately support better patient outcomes when it comes to their intimate care. And increasingly, sexual wellness deserves a place in that conversation.
Sexual Wellness Is Wellness
Sexual wellness is no longer viewed as a taboo category hidden behind closed doors. Consumers are actively seeking solutions that support intimacy, hormonal health, pelvic wellness, menopause support, sexual confidence, self-care, and overall quality of life. Retailers that include CVS, Walgreens, Walmart and more have made expanded space on their shelves to welcome these products, which is a loud and clear signal for other business operators to do the same. There is, of course, niche category merchants – such as Adam + Eve, Romantix and Fascinations – that have long supported the pleasure side of sexual wellness, and even within those stores we are increasingly seeing the expansion of purpose focused intimate care support, as well.
Many med spas and wellness-centered medical offices are already offering services that naturally align with sexual wellness conversations — from hormone therapy and aesthetic procedures to pelvic floor treatments, menopause support, and rejuvenation therapies. Yet, there is still a massive void in having products beyond services available to these same patients in many of these environments.
Introducing thoughtfully curated sexual wellness retail assortments into these spaces can feel like a natural extension of patient care when approached with professionalism, education, and intention. And this is especially important when you consider not every solution to intimate care has to be prescribed.
Consumers Already Expect Retail in Medical Environments
Here is the reality of how these med and medical spaces are truly perceived by individuals. And that is, very simply, consumers aka patients aka people already expect these environments to sell them more than just appointments and services.
In fact, retail is already embedded into modern healthcare experiences. Think… Dermatologists recommending and selling skincare. Dentists offer whitening products and oral care tools. Eye doctors sell eyewear and eye care products. Orthopedic offices recommending and offering recovery tools and braces.
Consumers have become comfortable purchasing products within trusted medical environments because those recommendations often feel more credible, personalized, and solution-oriented. Sexual wellness products can follow that same model in combination with being able to refer patients to local merchants for expanded assortments and offerings. Together, this also supports the growing space of sexual wellness in a healthy, trusted way that further supports breaking down any stigma that may still surround it.
Best Practices for Introducing “Medtail” Moments
To truly make an impact when introducing sexual wellness items to your business, the key is not simply placing products on shelves. Successful medtail strategies create approachable, educational, and discreet engagement opportunities throughout the patient journey. Among the key factors here will be curating with intention.
Very simply, this means avoid overwhelming patients with excessive inventory in your first phase of medtail. Instead, focus on a carefully selected assortment aligned with your practice’s specialties and patient demographics.
This may include:
- Lubricants and intimacy essentials
- Menopause support products
- Pelvic wellness tools
- Massage and self-care products
- Sexual health supplements
- Wellness-forward intimacy devices
- Educational materials and guides
Thoughtful curation builds trust. It also allows for visibility and accessibility alike without pressure for your audience.
Patients should feel invited — not sold to. Some effective placement opportunities include:
Waiting Room Displays | Soft-touch merchandising, educational signage, and elevated displays can normalize the category while allowing patients to browse privately.
Practitioner Offices | Doctors and providers can naturally introduce products during consultations as part of broader wellness recommendations.
Checkout Areas | Smaller, approachable products placed near checkout can create convenient purchasing opportunities without requiring additional conversations.
Rolling “Private Consultation” Carts | One of the most effective opportunities may be mobile product presentations. Nurses, educators, and wellness specialists can discreetly bring curated assortments into private consultation spaces where products can be introduced with care, education, and sensitivity. This approach transforms retail into a patient-support experience rather than a transactional one.
Education Is the True Opportunity
The most successful medtail environments prioritize education over sales. Patients are often looking for reassurance, guidance, and trusted recommendations — especially in sexual wellness categories where confusion or discomfort may exist.
When providers and staff are trained to discuss products confidently and compassionately, retail becomes an extension of care.
As healthcare environments continue evolving into holistic wellness destinations, the opportunity for sexual wellness integration will only continue growing. The practices that succeed will be those that approach retail not as an afterthought, but as part of a larger patient experience strategy rooted in education, trust, empowerment, and care.
Sexual wellness belongs in the wellness conversation.
And medtail may be one of the most powerful ways to help normalize it.
Ready to Curate Your Medtail Space? Join STIMULATE each August in Nashville! Learn more here.
Written by Nicole Leinbach Hoffman, Founder of STIMULATE. Hoffman is a frequent guest and contributor to various media outlets that have included The Today Show, Forbes, Entreprenuer.com and countless B2B publications – including having a regular column with Smart Retailer Magazine. Additionally, Hoffman has supported American Express’s Small Business Saturday as a Spokesperson and is the Author of the book “Retail 101: The Guide to Managing and Marketing Your Retail Business” from McGraw-Hill. In 2022, Hoffman was recognized as one of Women Wear Daily’s “25 Most Inspiring Women in Retail” and has been on the list of the world’s most influential retail leaders from Rethink Retail since 2015. In 2023, Hoffman was recognized by fashion retail leader American Eagle on a billboard in Times Square as a Global Change Maker with her work in retail, specifically highlighting her support of making sexual health products more accessible in retail destinations. Additionally, Hoffman has been an Adjunct Professor at Columbia College where she has taught retail marketing. Connect with Hoffman at nicole@retailminded.com.
