Ana Meira (REGULAR ANIMAL) and Sergio Martínez (Sanitas USA) reflect on a decade of growth, purpose, and cultural connection in the U.S.

In 2025, both REGULAR ANIMAL and Sanitas USA celebrate their 10th anniversary. One is a creative agency, the other a healthcare company—but their journeys share a common thread: building with purpose, bridging cultures, and growing with people at the center. In this conversation, Ana Meira, founder of REGULAR ANIMAL, sits down with Sergio Martínez, CEO of Sanitas USA, to reflect on what the last decade has taught them, what it means to lead a purpose-driven organization in the U.S., and how they envision the future from where they stand today.

Ana: Can you believe it’s been ten years already? I still remember the early days of REGULAR ANIMAL—running on the kind of boldness you only have when you have no idea what’s ahead.

Sergio: Ha! I can totally picture that. When I stepped into Sanitas USA, it still felt like a startup in many ways. We had big ambitions, but we were figuring things out—like how to translate the spirit of Sanitas into this new market.

Ana: That must’ve been a challenge. New country, new audience, same mission.

Sergio: Exactly. And an entirely different healthcare system, which is no small thing. But also a big opportunity—to build something meaningful from scratch and do it with the kind of care and empathy that define Sanitas.

Ana: I feel like we were both trying to build bridges—between cultures, ways of thinking, and people. That’s something I’ve always admired about what you do: it’s not just about services, it’s about connection.

Sergio: And you’ve done that in your own way too. REGULAR ANIMAL has this talent for capturing ideas that feel human and bold at the same time. I think that’s why people trust your work—it’s honest, but never boring.

Ana: That’s the nicest compliment, thank you. I guess we’ve both spent the last ten years learning how to grow without losing that original spark.

Sergio: You know, looking back, I think the one thing that kept us grounded through all the change was purpose. That north star of we’re here to take care of people—not just treat them, but really care.

Ana: Yes. That resonates so much. For us, it was always about doing meaningful work with brands that want to make things better. Not in a cheesy way—just… better. More human. More thoughtful.

Sergio: That’s what I love about what you’ve built. REGULAR ANIMAL doesn’t just sell ideas—it shapes culture. And it does it with this mix of sharp thinking and heart.

Ana: Gracias. I think purpose is what gives work depth. When we started, we didn’t always have the resources or the structure, but we had a very clear “why.” And that “why” has been our compass every time we’ve faced a tough call. At REGULAR ANIMAL, we sum it up in our tagline: Right Thoughts, Right Words, Right Actions™. It’s more than a motto—it’s how we try to show up in everything we do.

Sergio: Totally. And it’s easy to say “purpose” now because it’s trendy—but living it, especially when things get hard, that’s the real test.

Ana: Right? Purpose isn’t your logo. It’s what you do when no one’s clapping.

Sergio: Stealing that line, by the way.

Ana: It’s true! That’s what makes this anniversary feel meaningful. Not just that we’re still standing—but that we still believe in what we’re doing.

By now, some people might be wondering what a creative agency and a healthcare company could possibly have in common… and honestly, I think the answer is empathy.

Sergio: A hundred percent. Whether you’re designing a brand or a care model, you have to get people—what they need, what they’re scared of, what makes them feel seen.

Ana: Exactly. You can’t create anything meaningful if you don’t know who you’re talking to—or why it matters to them.

Sergio: For us, empathy shows up in the little things. How a receptionist greets someone. How easy it is to book an appointment. The words we use when someone’s anxious or unsure. That’s where trust is built.

Ana: And for us, it’s in the creative strategy. Choosing the right word over the flashy one. Knowing when less is more. People can feel when something’s been crafted with care.

Sergio: I love that. And I think creativity, in both our worlds, is also about solving problems. It’s not just making something pretty—it’s figuring out how to make it work better, feel better.

Ana: Absolutely. Creativity is a tool for connection. And connection is what makes people stay—whether it’s a patient, a client, or someone scrolling through your site.

Sergio: In the end, it’s all human. That’s the through-line. We’re both in the business of making people feel understood.

Ana: Another thing I think we share—beyond empathy and purpose—is building from our cultural roots. Being part of the Hispanic community in the U.S. isn’t just a detail, it’s part of the DNA.

Sergio: Totally. It’s not just about language—it’s about understanding the mindset, the values, the family dynamics. That’s shaped everything we do at Sanitas. We wanted people to feel at home the moment they walked in.

Ana: I feel that. For me, it’s about navigating that in-between space—where you’re not fully “here” or “there.” REGULAR ANIMAL was born in Miami, but with very clear European roots. That mix has been our superpower.

Sergio: It gives you perspective. You can see things from multiple angles. And you’re not afraid to challenge the status quo because you’ve already had to reinvent yourself just to be here.

Ana: Exactly. There’s a kind of resilience that comes from building something in a new context. You learn to listen differently. To adapt without losing your essence.

Sergio: And I think that shows in how we lead, too. I try to bring that cultural awareness into how we build teams, how we communicate. It’s not just about being “diverse”—it’s about being culturally intelligent.

Ana: Love that. And it’s also about giving people permission to bring their full selves to the table. That’s when the real magic happens.

Sergio: If you had told me ten years ago that we’d be here, having this conversation, I probably would’ve laughed. Not because I didn’t believe in it—but because the path never looks like what you imagine.

Ana: Right? It’s messy, unpredictable, and somehow exactly what it needed to be. I think the biggest lesson for me has been: keep going, even when it doesn’t look like what you expected.

Sergio: Yes. And also—don’t do it alone. Surround yourself with people who challenge you, support you, and help you stay grounded.

Ana: That’s been huge for me too. And creatively, I think the challenge ahead is to stay curious. To not let success turn into routine. The world’s changing fast, and so should we.

Sergio: Same in healthcare. The needs are evolving—more digital, more personalized, more community-driven. If we want to stay relevant, we have to keep listening, keep adapting.

Sergio: You know, when I think about everything we’ve lived through—pandemics, pivots, unexpected wins—I realize success isn’t just about making it to ten years. It’s about how you make it.

Ana: Yes. It’s about showing up when it’s hard, listening when it’s quiet, and celebrating not just the milestones—but all the messy, beautiful moments in between.

Sergio: What we’ve built—one in health, the other in ideas—are stories of purpose, courage, and community.

Ana: Different paths, same north star: to make things better, and to do it with heart.

Sergio: So here’s to the next chapter—bolder, wiser, and still full of belief.

Ana: And hopefully just as fun.

Sergio: Always.