Sleep Pointe
Launching a new company to help save lives
When Covidien 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.
Although sleep apnea affects less than 10% of the general public, 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. This film describes the company and captures the energy of the launch:
Company description
Sleep Pointe™ provides comprehensive sleep apnea management programs for the transportation industry and 24/7 businesses. These programs help companies reduce accidents, lower health care claims, improve safety and increase overall productivity.
Quadric scope
- Positioning strategy
- Visual identity
- Communication platform
Outcome
- Smooth launch of the new company
- Acceleration of Covidien sales through partnership
