Fairfield County Business Journal A market born of disease
A market born of disease
DLife in Westport hopes media can help diabetics put health first.
In five years, the company has built a nationwide name as a resource for the diabetes community by starting a television show on CNBC; starting a social media platform; and now by finding its way onto the list of phone applications.
“Diabetes is enormous in the amount of people it touches,” said Howard Steinberg, founder and CEO of DLife (which the company spells dLife). “There are 24 million Americans with diabetes and there are 54 million Americans that have pre-diabetes, so they’re already identified as at risk and if they don’t change lifestyle and diet they will get it. You’ve got this enormous community and then you have a tsunami of healthcare implications.”
Steinberg said diabetes is a disease that has consequences and complications that can only be combated by engaged management.
“It’s a leading cause of heart disease, amputation and hospital admits and all this ugly stuff,” said Steinberg. “It’s also a condition that requires a lot of self management. So here you have this audience that needs care and a lot of money that’s chasing the audience, as well as the need to be consistently plugged into the condition.”
Steinberg’s background is media and marketing. “I came from the brand-management world,” he said.
Steinberg began his career in marketing at Pepsi and then went on to found his own agency, Source Marketing, which in 1998 he sold to Canadian advertising company MDC Partners. Source Marketing is still a presence in Norwalk.
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