Hey Jane is in a challenging position - there's a huge need for reproductive health services, but considering the USA's constant cultural battles concerning abortion rights (see Roe v. Wade), government policy shifts present real challenges for Hey Jane to overcome. However, Hey Jane has proven both resilient and forward looking, expanding its services into other areas of need such as patients treatment for UTIs and yeast infections, birth control, emergency contraception, and treatment for herpes. These other conditions present their own competitive challenges but Hey Jane has shown it's willing to think outside the box in order to serve its patients and customers. (November 2023)