Creating a digital-first conversion funnel for RESMED

Client: RESMED
Released 6 October 2021
ResMed is a leader in the category of sleep health. They specialise in providing solutions for sleep apnea, a disease that causes people to stop breathing during their sleep. If left untreated, it could lead to serious health issues such as heart disease and stroke. 1 in 3 people in Singapore have severe sleep apnea, but close to 1.9 million people are undiagnosed. The low awareness of the disease was the main challenge that ResMed faced, which impacted sales.

Research suggests that Singapore was one of the most sleep-deprived countries globally, and consumers searched for ways to sleep better. Leveraging these insights, we developed a digital marketing strategy to ensure that the brand owned any micro-moment a consumer may be facing sleep problems. The critical channels for consumers in Singapore were Facebook, SEM and Google Display ads. All ads pointed consumers to complete a simple 1-minute sleep quiz to help them assess if they could be at risk for sleep apnea.

The client could then nurture these leads to bring consumers further down the funnel to get correctly diagnosed before purchasing ResMed’s CPAP devices.