How Rupa Health Built a $10M+ Media Brand with Offshore Talent
Rupa Health is a rapidly growing marketplace for root-cause medicine lab testing. In 2023, they partnered with Hire Overseas to build a lean, high-output global media team—spanning Southeast Asia, Africa, and Latin America—that saved them over $1.2 million annually and helped them become the most recognized brand in functional medicine.
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I’ve worked with other outsourcing firms. Most send bodies. Philip sent builders. He helped us scale the Rupa brand into the category leader in functional medicine—and did it with a team that felt in-house from day one.
The challenge: Build the biggest brand in functional medicine—On a startup budget
In 2018, Tara Viswanathan founded Rupa Health to bring root-cause medicine to the world. But there was a catch: to transform the healthcare system, Rupa needed not just great products—but audience dominance.
The team set out to build the largest media brand in medicine across:
- YouTube
- Podcasts
- Email Newsletters
- A Digital Magazine
The mission? Competing with the likes of Andrew Huberman, Mark Hyman, and Dr. Peter Attia without burning through VC cash. Rupa knew that dominating content was non-negotiable if they wanted to win functional medicine. But media is expensive, hard to attribute, and often the first to get cut when budgets tighten. That meant finding a smarter, more scalable way to build a content marketing engine.
The solution: A global team, one playbook at a time
Tara brought in Philip Ruffini, co-founder of Hire Overseas, who had built and scaled remote teams across Southeast Asia, Africa, and Latin America for over a decade. Together, they created a repeatable playbook:
- Prove a content channel in-house
- Document the playbook
- Hire overseas talent to scale it
- Build feedback loops + training systems
They used this exact system to scale:
- YouTube (from 0 to 45K+ subscribers)
- Podcasting (60k to 120K monthly downloads)
- Newsletter (30k to 80K+ subscribers)
- Rupa Magazine (150k to 400K+ blog readers/month)
Each channel was led by overseas team members—carefully matched to the role, trained on Rupa’s systems, and embedded like in-house staff.
The team: High-skill global talent from 3 countries
Rupa’s offshore content team grew to 17 people across multiple time zones and creative specialties:
Every role was sourced for excellence, not geography—and all were fully integrated into Rupa’s workflows, meetings, and KPIs.
Results: $1.2M saved, brand domination secured
Without this global team, Rupa’s U.S.-based equivalent team would’ve cost over $1.7 million per year. But the real win wasn’t just in cost savings—it was impact.
Media growth highlights:
- 400,000+ Monthly Blog Readers
- 108,000 Instagram Followers
- 45,000 YouTube Subscribers
- 500,000+ Facebook Followers
120,000 Monthly Podcast Downloads - 80,000 Newsletter Subscribers
- $1M+ in Online Course Revenue from Rupa University
This team helped power Rupa’s acquisition by Fullscript in October 2024—proving that efficient media isn’t a nice-to-have, it’s a growth driver.
Takeaways: How to replicate Rupa’s playbook
- You don’t need a million-dollar budget to build a category-leading brand—just a global talent strategy.
- The best content teams combine U.S. strategy with overseas execution, delivered at speed and scale.
- Hire Overseas helps you build remote teams that feel in-house from day one, with vetted talent, proven processes, and performance built in.
Build your global team in 30 days
Want to build a media engine like Rupa’s? Let us hire, onboard, and train a world-class content team for you—custom-fit to your goals, budget, and growth stage.
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