Healthy New Year

By Carla Eboli, CMO

Holidays are over and here we go, again, committing ourselves to do something different in the new year. In the US, 41% of all Americans commit every year to a New Year’s resolution and “staying fit and healthy” ranks as the most common of all resolutions, according to the Nielsen Institute.

Over the past six years, the Health industry has invested more than $18 billion in digital technology in order to bring innovative resources to more than 130 million Americans that want to live a healthier life.

Here are three digital health & wellness trends that we will be monitoring in 2018:


  1. Cyber Medicine:

Concerns about the high-cost of healthcare and uncertainty regarding health insurance plans are fueling the expansion of online medical platforms, from telemedicine to online doctors and the growth of healthcare-related searches on Google. According to the Centers for Medicare and Medicaid Services, spending on telemedicine and online doctors in 2015 reached a total of $17.6 million – a 604% growth from 2006. The fast expansion will continue for the next five years according to the entity’s estimate as patients are feeling more comfortable with the use of this new technology.

Why it matters to brands wanting to connect with cultures

US Hispanics are searching for services / platforms that can facilitate and improve their access to healthcare providers. Online platforms could dramatically reduce the healthcare gap for US Hispanics. Doctors, hospitals, health insurance and pharmaceutical companies can use online platforms to build a stronger relationship with US Hispanic patients, providing in-language services and relevant information for this specific cultural segment (vs. literal translation of their general market content.) In addition, US Hispanics are more likely to use a mobile phone to access digital content than other cultural segments, giving brands a great opportunity to provide a seamless user experience.


  1. Smart Speakers:

The popularity of voice technology and smart speakers continues to grow. According to the research firm Gartner, sales of this technology are expected to reach $3.52 billion by 2021. In a recent press release, Amazon announced that its Echo Dot was its best-selling product, generating a “record holiday season” for Amazon device sales. Now, smart devices are going beyond ordering household supplies tasks and are assuming the role of smart assistance. Medical companies are already using AI to create smart assistants which are helping doctors and nurses with their patient’s general management. Hospitals are also using these devices to support patients with their current treatments and also to facilitate new patient engagement with physicians. Additionally, patients are using smart assistant apps to set up medication alerts, search for healthy recipes, exercise routines and specific disease related information.

Why it matters to brands wanting to connect with cultures

Smart speakers are easy to operate and have become more affordable which makes them very appealing to a broader market, from millennials to baby boomers. Powered by AI, smart speakers can encourage a patient’s treatment adoption and improve a patient’s medication adherence in long-term treatments.


  1. Medical Wearables:

Wearables are well-known devices among the health-conscious community. Basic steps such as keeping track of your daily activity, calorie-burning pattern, and blood pressure are fundamental to improving overall health. This segment is evolving and now offering more sophisticated and affordable devices that can be used for medical purposes. The medical wearable market is projected to reach $4.5 billion by 2020 according to a Global Industry Analysis report. The data generated by these devices is used by patients to reduce their need for in-person medical consultation and by healthcare providers to reduce costs of chronical disease management.

Why it matters to brands wanting to connect with cultures

Medical wearables are expected to reduce management costs of chronic conditions such as diabetes and high-blood pressure, two of the most common issues among the US Hispanic population. Furthermore, reducing the cost of overall disease management can improve medication adherence in long-term treatments among US Hispanics. Medical devices also offer health insurance and pharmaceutical companies the opportunity to build long-lasting relationships with USH patients, offering more relevant and affordable medical solutions and treatments.


Dieste, Inc. ( is a Dallas- and New York-based company with a mission to pioneer the future of how brands and cultures connect. Through our partnerships and the deployment of proprietary consumer data, algorithms and human cultural intel, combined with insightful creativity, we are able to sync brands with consumer subcultures and create successful outcomes for our clients. Dieste has won multiple Cannes Lions for their work and has been named Ad Age’s “A-list,” “Agency to Watch” and “Multicultural Agency of the Year” numerous times.  Dieste is part of Omnicom’s (NYSE: OMC) DAS Global network.



Dieste Inc