In the often-clinical world of telehealth, many conditions carry a stigma that stops people from seeking help. Emotions like fear, embarrassment, and misconceptions can keep life-changing treatments out of reach.
For entrepreneur TJ Ferrara, the solution to this lies in disarming patients with humor and approachability and earning their trust through absolute transparency. That’s the ethos behind his latest venture, BonerPills, a company that offers tailored medical solutions for sensitive issues like erectile dysfunction and weight loss, areas where many men hesitate to seek care.
BonerPills blends a bold retro aesthetic with a patient-first approach, addressing sensitive health concerns with both respect and candor. In doing so, Ferrara is demonstrating how companies can rethink their strategies to connect with audiences old and new.
The Founder Behind the Vision
Born in Detroit to a family of Ford and GM line workers, Ferrara grew up surrounded by people who took pride in what they built. That sense of purpose followed him into his career. After years of helping global brands adapt to digital commerce, he co-founded BUBS Naturals in 2017, scaling it to eight-figure revenue over seven years. When he stepped away, he explored other industries, including a stint in a VC-backed AI company.
The idea for BonerPills arrived unexpectedly when an old colleague offered him the domain, convinced Ferrara was the only one who could make it work. Initially, he saw it as a provocative asset in a space full of overly serious brands. But over time, it became clear this could be more than a marketing hook: it could be an active strategy to cut down on the growing stigma that men face around sexual and metabolic health.
This has become a crucial necessity, as surveys show that about 80% of men struggling with issues like erectile dysfunction don’t take proactive measures to treat or prevent it, largely due to stigma and embarrassment.
Ferrara’s goal was to flip that script with a brand that invited conversation rather than shut it down.
How BonerPills Uses Humor To Strip Away Barriers
Launched in 2025, BonerPills is meant to make the process as simple as possible for users: no insurance headaches, no hidden commitments, licensed doctors in every state, and two-day prescription shipping. Patients simply answer a short medical questionnaire, connect with a state-licensed physician, and receive treatment without navigating endless red tape, with the option to cancel their subscriptions at any time.
But the website itself leans into Ferrara’s playful branding instincts: Windows 95-era graphics, cheeky Easter eggs, and even a Snake game. A “Don’t Look” desktop folder (modeled after his own 15-year-old PC) adds to the nostalgia. But once a user gets past this humorous introduction, they can find an experience grounded in clarity: browsing through the web, they can see clear explanations of treatments, pricing, and processes, with no hidden terms and devoid of cold, clinical jargon.
This particular combination of transparency and lightheartedness shows in action Ferrara’s blueprint for how telehealth can appeal to what patients need. As Ferrara puts it, the aim is to make the process “as easy and familiar as buying supplements or a soft drink — only with the backing of licensed medical care.”
The One-Man, Five-Bot Startup
On the surface, BonerPills looks like a large-scale operation. In reality, it’s run solely by Ferrara, supported by five different AI agents, each one built on different models and fine-tuned for specific tasks. He highlights, for example, how the site itself was built in Cursor using React-95 elements. As a result, tasks that are typically handled by full departments (site development, creative production, media buying, UGC sourcing) are now handled in minutes.
Because of this degree of automation, Ferrara calls himself a “builder” rather than a CEO, and at times “the janitor,” handling every operational detail. But this AI-driven model is not just lean but strategically agile, allowing him to test concepts, test different kinds of ads more quickly, and personalize treatments at a pace most competitors can’t match.
The results speak for themselves: cold ad click-through rates above 12% on Meta and 9% on Google, with cost-per-click (CPC) figures in single-digit cents.
A Playbook for the Next Generation
As he continues to work on BonerPills’ growth, Ferrara’s focus is firmly on the future. Reports estimate that by 2030, 75% of consumers will be between the ages of 15 and 34. He believes these digital-native, meme-literate audiences will respond to brands that speak their language with humor and honesty in equal measure. His strategy is to meet them online, engage them without pretense, and keep them in the brand’s ecosystem for decades — not just a single prescription cycle.
In his words, the goal is to generate growth through what he calls “happy money,” revenue from an experience people genuinely want to share.
By offering users transparency and presenting their product with humor and cheekiness, BonerPills sidesteps the stiffness that makes much of telehealth forgettable. In doing so, TJ Ferrara has turned a risky brand name into an asset, a constant conversation starter that channels attention into action.
Discover the full product range while exploring the hidden Easter eggs on the BonerPills website.
