In 2020, abortion pills (which were approved in the United States over 20 years ago) supplanted in-clinic procedural abortions as the most popular method for ending a pregnancy
Photo-Illustration: The Cut; Photos: Getty It was 2019, remembers Kiki Freedman, and “cactus dicks were all over the place.” That summer, pharma-delivery start-ups Hims and Roman had raised enough cash to plaster virile advertisements for erectile dysfunction meds across New York City’s subways. Around the same time, the last abortion clinic in Missouri, where Freedman had gone to college, seemed ready to shutter.
But the reality is that Hey Jane is hampered by the same restrictions as everyone else. As of now, the company only ships to Colorado, Illinois, New Mexico, Washington, New Jersey, California, and New York. Telemedicine abortion is banned in 20 states, some of which are attempting to pass legislation that could punish out-of-state travel for abortion. In Texas, mailing an abortion pill is already a state felony punishable by jail time and a fine up to $10,000.
The company plans to expand beyond abortion to address other “screaming problems” within the women’s-health space. It’s already rolling out birth control pills, and services for “really marginalized, historically ignored” concerns are forthcoming. These include emotional support for miscarriage, treatment for postpartum depression, and, potentially, virtual therapy.
What makes Hey Jane unique, Freedman says, is what she calls the company’s “wholesome support” model “that layers emotional support, as well as community support, on top of this clinical layer.” This system is still pretty anemic, and involves access to a Reddit-like private forum where patients can commiserate and an app-based chat line that’s open 24/7 for emergencies and business hours for everything else.
And, perhaps, the more people brought in by Hey Jane’s consummate mastery of millennial marketing, the greater impact it can have on access. Hey Jane’s role, explains Freedman, is to absorb demand in blue states. So if 100 women in New York can have their abortions at home with pills, that’s 100 more appointments in clinics, some of which might help accommodate an out-of-state surge.
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