Erectile dysfunction, premature ejaculation, and low testosterone are all conditions that affect 30%-50% of men in Nigeria, but they are rarely discussed openly, even though they have far-reaching implications on confidence, relationships, and mental health.
For many Nigerian men, the silence is cultural; masculinity is a big deal, and you can’t seek help or admit vulnerability. This silence means many men either self-medicate through unreliable sources or ignore the problem altogether.
These issues are what digital health solutions like Priv Health hope to solve. Priv Health is a telehealth platform founded to address the challenges men face in seeking healthcare services in Nigeria, especially for sensitive issues.
For Joseph Anya and Dr Olusina Ajidahun, Co-founders of Priv Health, the inspiration stemmed from the observation that many men avoid addressing health concerns due to embarrassment, lack of awareness, or the inconvenience of traditional healthcare systems.
“Because men are not getting the care that they need, they have poor health outcomes, higher deaths, and they don’t live as long as women on average. The truth is there are a lot of people building solutions for women’s health, but few for men,” Anya, Co-founder of Priv Health, tells Techpoint Africa.
Some unregulated businesses across Nigeria sell supplements for these health challenges, promising instant results that sometimes worsen the problem. Additionally, legitimate treatments or clinical advice remain scarce, and most men rarely consult a doctor until symptoms become severe.
This is where Priv Health finds relevance, by prioritising privacy, convenience, and discretion. Priv Health’s niche focus on men’s wellness taps into a space that is often unrecognised. Unlike the men, women’s healthech has recently gained significant attention, from fertility apps to pre- and postnatal care platforms.
The founders’ backstory
Both co-founders of Priv Health bring complementary experiences to their health tech venture. In 2018, Anya launched an e-commerce bookstore where he helped publishers sell their books, while also directing customers to various bookstores and listing the availability of certain books at those locations. After that, he worked at CcHub, WellaHealth, and MoMo.
By 2022, Anya had founded Lifebox Labs, the parent company of Priv Health, which provides healthcare solutions for several health issues, particularly chronic conditions.
After meeting his co-founder, Ajidahun, popularly known online as The Bearded Dr Sina, both decided to team up in 2024 to build this digital solution focused on Nigerian men and their health needs.
Since its official launch in January 2024, Priv Health has reached over 1,000 men and runs a community of 8,000 men. So far, Priv Health has generated ₦19 million in revenue.
“Aside from healthcare, we’re trying to create a space where men can talk more and be vulnerable about their health issues and get help, like a community but on different platforms,” Anya says.
How Priv Health works
The platform offers a range of services tailored to men’s health needs, such as treatments for issues like erectile dysfunction (ED), premature ejaculation, and low testosterone; it also provides solutions for hair loss and thinning, support for mental health conditions, and general wellness.
Users have to complete a detailed online application that includes their symptoms and medical history, after which a licensed doctor reviews the information and recommends personalised treatment.
“The doctor determines if you just need a prescription, if you need lab testing, or if it’s to optimise your lifestyle in cases that may not need a prescription. Not everybody gets exactly the same treatment, but it starts with the [registration] process and doctor’s consultation,” Anya says.
Once treatment is prescribed, Priv Health takes charge of prescription delivery and even links the patient with partner labs where laboratory tests are required. The customer can decide to have his blood or urine samples picked up from their homes and delivered to the lab. Customers also get their results delivered at their place and time of convenience.
The business model of men’s healthcare
Priv Health’s model is a direct-to-consumer (D2C) telehealth and e-pharmacy hybrid that addresses stigma by offering a convenient, digital-first experience. The company generates revenue from three major streams: consultations, prescriptions, and diagnostic services.
Patients pay a direct fee of ₦8,000 for each virtual appointment with an in-house doctor from the company. Priv Health also charges a 50% markup on medication, supplements, and other medical products delivered directly to the patient’s home or preferred location.
For lab testing, Priv Health partners with laboratories and collects 20% of the cost of each test. Once a patient pays for a diagnostic service on the Priv Health platform, the company liaises with its lab partners to arrange either a home or lab test at the client’s preferred time.
The lab partners collect the samples, and once the results are ready, Priv delivers them and offers additional consultation to the customer.
By offering discreet consultations, it lowers the barrier to access for men who fear judgment or social exposure.
The platform also removes the logistical pain points of traditional clinics: travel time, long waiting times, and scheduling conflicts. This is particularly appealing to busy, professional urban men.
However, the business relies heavily on the quality and integrity of its partner labs and delivery systems. Any failure in accurate lab results or issues with timely drug delivery can severely damage patient trust and reputation.
Although the model is best suited for health conditions like mental health or sexual health issues, it does not necessarily replace the need for in-person interactions, which may limit their average revenue per user compared to a full-service hospital.
However, the global men’s healthcare market is estimated at $54 billion, providing Priv Health with significant opportunity for scale.
Competitive advantage and what’s next
According to Anya, Priv Health’s focus on men’s health helps it stand out from competitors who have a broader business focus. The startup also merges health services with e-commerce delivery for drug and test results.
Looking ahead, the company is positioning itself to enter the pharmaceutical sector, which it views as more lucrative than its current revenue streams.
“We are looking to have our own brand of some of our best seller medications. For some issues, we are going to make smaller doses of these medications. It’s going to be a daily medication but compounded in such a way that it feels like taking a daily supplement,” Anya says.
