CES this year, just like any year, was full of surprises, as nearly 5,000 companies from across the world flew into the gambling capital of the United States to showcase their new products and concepts. In many cases, companies were unveiling products that will hit the market as soon as this year. In others, companies were presenting futuristic, conceptual ideas. For example, this year Toyota informed the CES audience of its plans to create a prototype community, named Woven City, at Mount Fuji for experimental technologies – such as hydrogen fuel cells, autonomous vehicles, smart homes and robots. Will this actually happen? Who knows, but it’s certainly an interesting and feasible concept.
Hollywood Agency attended CES this year on behalf of our client STANLEY Healthcare, who last year announced its first direct-to-consumer device, called Pria by BLACK+DECKER. Pria is a tabletop robot and medication management system that empowers certain individuals to live independently by facilitating medication adherence. Importantly, it also aids family caregivers in their mission to look after their loved ones through a mobile application that informs them of medication consumption and provides communication, such as two-way video calling.
The idea of Pria comes from a growing trend of healthcare and technology meeting consumerism, and this was most evident at CES this year; how far can healthcare extend to your home? Similar to Pria’s mission, the healthcare industry is decidedly making a push for consumer convenience. For example, a company at CES unveiled a new way to test fertility with an at-home progesterone kit that deploys a urinalysis to understand low or high progesterone levels; the same product for men was also showcased at the event. Even physical therapy is making its way into the home for stroke survivors who can perform dance routines with a device that improves leg/cognitive functions and reports imbalances to their physical therapists.
As expected, artificial intelligence was another huge hit at CES in respect to its integration with health tech devices. At the current pace, visiting an internist for an annual check-up may soon be a virtual event thanks to devices that employ AI algorithms to allow doctors to examine patients remotely. Similarly, you will be soon be able to purchase devices that, through simple urine tests, provide insight into your body and impart advice on where health improvement is needed. With AI’s growing role in the healthcare sector, it will be interesting to see how far it can improve predictive health and manage healthcare at home. In fact, in ten years, it wouldn’t be a farfetched thought, like Toyota’s Woven City, to imagine our own homes being our doctor’s office. Perhaps that will be at CES 2025.
I’m Ryan, a Senior Account Executive at Hollywood Agency. I work primarily with B2B companies but dabble with consumer brands from time-to-time. I’m energized by people whose ideas transcend common thinking and am passionate about empowering their brands to express their core values both in word and deed.