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Creatively launching a new healthcare company

Client: Sleep Pointe


When Covidien (NYSE: COV) formed a partnership with the founder of Sleep Pointe to bring sleep apnea diagnosis and treatment solutions to the transportation industry, the two parties agreed on a non-traditional approach. In addition to providing Sleep Pointe with world-class products, Covidien hired Quadric to provide world-class marketing for the launch of Sleep Pointe (see Covidien Sleep brand consolidation and Covidien positioning strategy case).

Although sleep apnea affects less than 10% of the general public in the U.S., it affects over 28% of commercial drivers. Since truck drivers with sleep apnea are seven times more likely to have an accident, this is an urgent issue. Furthermore, treating sleep apnea improves health in other ways that bring long-term benefits to drivers and their companies.


At the core of the positioning strategy was the focus on “managing sleep apnea” to improve business and health simultaneously. Authentic closeness to the truckers was essential. And, the brand needed to convey a sense of urgency without raising fears. We launched the partnership by introducing Sleep Pointe at the Mid-America Trucking Show with a creative, engaging approach that caught the attention of the industry.

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