Tapping a Market Within a Market

The American Academy of Sleep Medicine (AASM) launched the telemedicine platform SleepTM to expand the reach, convenience and efficiency of sleep medicine across the country. As telemedicine continues to grow in the field of sleep medicine, AASM realized the virtual conferencing platform could also be useful to the durable medical equipment (DME) and home medical equipment (HME) providers who already have a presence in sleep medicine as providers of vital tools such as CPAP machines for sleep apnea.

LCWA and AASM created an educational campaign to demonstrate the benefits of telehealth for interactions between DME/HME providers and patients. LCWA targeted outlets dedicated to the DME/HME industry with a press release introducing the new platform, securing:

• An interview with HME Business discussing how AASM developed the product and its many benefits to the DME/HME industry, reaching about 10,000 decision makers online and 18,000+ in print
• A product/service listing in the March issue of HME Business reaching 18,000+ industry decision makers
• An advertorial placement in HomeCare magazine that was seen by 30,000+ DME/HME industry decision makers. LCWA strategically selected the February issue of HomeCare for the placement due to its distribution at the Medtrade industry trade show.

The outreach ensured AASM messaging reached this very specific audience to generate DME/HME sales leads and grow use of the SleepTM platform.