Challenge
Sleeps Solutions, Inc. is a privately held diagnostic service provider for home testing and evaluation of sleep-disordered breathing, including Obstructive Sleep Apnea, or OSA, a disease that afflicts 18 million Americans. Untreated, OSA can lead to costly yet preventable fatal diseases, but in practice,OSA is severely under-diagnosed.

Sleep Solutions' revolutionary NovaSom QSG technology provides laboratory conditions in the patient's home equivalent to in-lab OSA testing via proprietary sound analysis technology. The company's challenge was to spread the word to physicians that the technology was available, FDA-cleared and clinically validated. Simultaneously, Sleep Solutions wanted to notify insurance companies that approving NovaSom QSG for insurance payments would ultimately save them a great deal of money.

Recommendations
NIA Creative recommended the development of a corporate brochure with the title "Real answers. At home. At last." The brochure was to be designed as a stand-alone piece as well as a presentation tool. Following the brochure, NIA recommended a print ad campaign targeting physicians and insurance
companies.

Solution
NIA created an 8-page brochure that emphasized imagery over text. As such, NIA coordinated a photo shoot intended to capture photographs that highlighted the features and benefits of the NovaSom QSG.

For the ad campaign, NIA conducted intense media research and consulted on media buys. NIA then designed the ads, utilizing photos captured at the shoot as well as other imagery and messaging that was consistent with the corporate brochure.

Results
The brochure and ad campaign provided an elegant, sophisticated look and feel that was consistent with the brand and messaging that Sleep Solutions was seeking. Most importantly, the materials were highly impactful for the company's audience of physicians and managed care providers.

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