Sleep is more than just a health issue

A new creative approach creates new possibilities for positioning the brand on a subject that is already widely explored within its market.

Context

ResMed is a global cloud-connected medical device company specializing in the treatment of sleep apnea and chronic respiratory disorders. Founded in 1989 in Australia, the company develops and markets diagnostic, treatment and sleep monitoring solutions. The brand’s approach to health and well-being is standard across its entire line of business, but by looking at the context from a different perspective, it is possible to innovate.

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What conversations does the brand engage in?

ChatGPT is not wrong in saying that the main topics that the ResMed brand connect with are health, medical technology such as AI-enabled mattresses, pillows that adapt to the user’s body and can determine ideal temperature and provide statistics, and sustainability, but the sleep universe has been expanding to broader approaches such as “sleep retreats,” luxury, among others.

Based on the rise of sleep influencers, such as Alex Shannon, with 53.2K followers on Instagram, who shows his stays in luxury hotels to get a good night’s rest, we see the potential for engagement on the subject, when treated in a diverse way.

The challenge now is to find new ways to explore the topic without distorting it into the realm of indulgences. This requires more specific choices that artificial intelligence cannot yet answer.

How to bring new approaches to sleep to external channels?

Diversifying content on proprietary channels, such as websites and social networks is exclusively a matter of brand strategy, but working on other perspectives on this subject organically, in media outlets with a large reach requires solid knowledge of these channels and, above all, a good sense of opportunity.

By focusing on sleep issues in a female context, associating it with life stages, such as the relationship between sleep and menopause, for example, Talquimy found a specific way to develop new guidelines for a topic that is already widely debated, reaching an audience that expands ResMed’s market potential, which is currently mainly representative of the elderly male audience.

Result

This creative presentation of the topic secured visibility in (unlikely) magazines linked to fashion, luxury and lifestyle, including ‘Glamour’ and ‘Vogue’.