The calendar hangs on the white wall. The calendar has twelve months. Each month has thirty boxes. A black marker has crossed out twenty boxes in the month of May. The black ink is thick. The black ink covers the numbers. This calendar represents the time Tom has waited for his hair to return. Tom is thirty-four years old. Tom stands in front of the calendar. Tom holds the black marker in his right hand.

Tom sits at his desk. The desk is made of wood. The wood is dark. Tom has a laptop on the desk. The laptop has eleven tabs open in the browser. Ten tabs are forums. The forums are full of threads. The threads are about a pill. The pill is small. The pill is white. The pill is for hair loss. The people on the forums argue. One person says the pill saved his hair. Another person says the pill caused a problem. The third person says the pill did nothing. Tom reads the threads for three hours. Tom feels confused. The confusion is heavy.

The Eleventh Tab

The eleventh tab is a checkout page. The checkout page is clean. The checkout page has a green tick. The checkout page has a countdown timer. The timer says the discount ends in four minutes. The checkout page has one paragraph of text. The text says the pill is safe. The text is written by the company that sells the pill. The company wants Tom to click the button. The button is large. The button says Buy Now. Tom looks at the timer. The timer shows three minutes. Tom feels the confusion go away. The button is the only thing that looks certain.

I am an assembly line optimizer. My name is Riley T.-M. I fix systems. I make things move faster. I remove the friction from the process. I once believed that friction was a mistake. I thought that a slow process was a broken process. I was wrong. I worked for a large online pharmacy in 2018. I optimized the checkout flow. I removed the extra pages. I removed the long forms. I made the purchase happen in three clicks.

The sales went up by twenty-four percent. The company was happy. The customers were not happy. The customers began to call the support line. The customers asked questions about the medication. The customers did not know how to take the pill. The customers did not know the risks. I had removed the friction. I had also removed the understanding. I had made it too easy to buy something that required thought.

I see this same mistake in the hair loss industry. The industry profits from the speed of the transaction. The industry also profits from the confusion in the forums. The forums are the marketing department for the fast checkout. The forums create the noise. The noise creates the fear. The fear makes the simple checkout page feel like a rescue.

“When a man is afraid of losing his hair, he wants a solution. He does not want a debate. The seller knows this. The seller provides the debate in the search results.”

– Riley T.-M.

The seller provides the solution in the eleventh tab. The seller writes the explanation. This is a conflict. The seller is not an objective teacher. The seller is a merchant. The pill is a 5-alpha reductase inhibitor. The pill lowers DHT. DHT is a hormone. DHT shrinks the hair follicles. This is the science. The science is literal. But the forums make the science look like a mystery.

People discuss Finasteride side effects with no medical training. They post photos of their scalps. They post photos of their pills. They use words they do not understand. The seller watches the forums. The seller knows that the more the man reads, the more the man will want the green button.

The doctor looks at the hair. The doctor looks at the scalp. The doctor asks questions. The doctor does not have a countdown timer on the wall. The doctor has a medical degree. The doctor explains the 5-alpha reductase inhibitor. The doctor explains the timeframe. The hair will not grow back in one week. The hair takes months to change. The follicle has a cycle. The cycle is slow. The doctor tells the truth. The truth is slower than the internet.

Friction as a Product

In the clinic, the explainer is not the seller. The prescriber follows the MHRA framework. The prescriber has a duty of care. The duty of care is a legal obligation. A checkout page does not have a duty of care. A checkout page has a conversion rate. When the process has friction, the patient must think. The patient must decide. The patient must understand. This is the opposite of the eleventh tab.

I looked at the assembly line at the clinic. The line was slow. The line had many steps. There was a consultation. There was a medical history check. There was a discussion about results. There was a discussion about combination protocols. Some patients use Minoxidil. Some patients use scalp micropigmentation. Some patients need a hair transplant. The surgeon explains the transplant. The surgeon shows the grafts. The surgeon uses a needle. The needle is small. The process is physical. It is not digital.

The surgeon at Westminster Medical Group does not need the patient to be confused. The surgeon needs the patient to be certain. If the patient is confused, the surgeon cannot do the job. The surgeon follows the patient’s progress. The surgeon sees the patient again in six months. The surgeon sees the patient again in one year. The surgeon is still at 134 Harley Street. The checkout page is just a script on a server. The server can be anywhere. The server does not remember the patient’s name.

Tom is still looking at the screen. The timer shows one minute. Tom moves the mouse. The cursor is over the green button. Tom stops. Tom looks at the black marker. Tom looks at the calendar. The calendar shows twenty days of waiting. The waiting has not solved the problem. The pill in the eleventh tab is just a pill. It is a prescription medication. It is not a miracle. It is a chemical.

Tom realizes he is buying the pill because he is tired of reading the forums. He is not buying the pill because he knows it is right for his body.

Tom closes the eleventh tab. Tom closes the ten forum tabs. The screen is empty. The room is quiet. Tom picks up the phone. Tom does not look for a discount code. Tom looks for a phone number. Tom calls the clinic. A person answers the phone. The person has a voice. The voice is calm. The voice asks Tom how they can help. Tom says he has questions about his hair. The person does not give him a timer. The person gives him an appointment.

The appointment is on a Tuesday. Tom will go to Harley Street. Tom will walk through the heavy door. Tom will sit in a chair. The chair will be comfortable. The doctor will talk to Tom. The doctor will explain the medication. The doctor will explain the risks. The doctor will explain the rewards. The friction will make Tom feel safe. The speed of the internet was a lie. The slowness of the clinic is the truth.

I stopped optimizing for speed when I understood health. Health is a slow assembly line. You cannot rush the follicle. You cannot rush the diagnosis. A business that profits from your confusion will never give you a clear answer. They will only give you a faster button. The clarity comes from the person who is willing to make you wait. The clarity comes from the person who is willing to say no.

The black marker creates the line that the green button tries to hide.

The Westminster Medical Group has been in practice for more than two decades. They have seen thousands of scalps. They have seen thousands of men like Tom. They use the same pills that the websites sell. But they use the pills with a plan. The plan is based on the patient. The plan is not based on the inventory. This is the difference between a medical group and a merchant.

Tom puts the black marker down. He will not cross out any more boxes today. He will wait for the Tuesday appointment. He will wait for the doctor. He will wait for the hair to follow its own schedule. The schedule is not a countdown. The schedule is a life.