When Linde Healthcare needed help launching their sleep aid service, GyroHSR Stockholm introduced them to LISA.

Sleep apnoea is a common disorder characterised by pauses in breathing while sleeping. The disorder is quite prevalent, estimated to affect up to 5% of the worlds population. Untreated, it can have potentially serious consequences on individual wellbeing and lifestyle.

Naturally, the importance of sleep is uncontested. How to treat sleep apnoea is another matter. Treatment alternatives range from position therapy or mouth guards to surgery.Most common, however, is the use of the breathing device during the night.

So theres no lack of sleep
Enter Linde Healthcare. The global medical gas company has long experience in the delivery and application of oxygen and related therapies. For sleep apnoea, its point of differentiation lies in a breadth in treatment device alternatives as well as focus on the patient. But however strong the offer, it has lacked a clear positioning as well as the tools to communicate and drive its concept forward.

To help Linde Healthcare, GyroHSR faced a few formidable challenges:

• Package the know-how, range of branded treatment equipment and hands-on patient support, but with the understanding that the components of the offer may vary by local market.
• Address three distinct audiences patients, clinicians and payers but with a unified approach and emphasis on treatment compliance.
• Find a unique positioning against aggressive, consumer-oriented device manufacturers on the one hand and the big, global players in medical gases on the other.

Meet LISA
Our position, in flesh and blood. Purely academic, LISA stands for Leading Independent Sleep apnoea Aide, and she represents the promise of dedicated patient support for the best possible treatment results. But more than that, she is a mascot to pull it all together. Around LISA, we could build a story of personal training something thats immediately understood by everyone no matter what audience group or even local market and a unique sleep fitness programme to engage and motivate our audiences. Fit for sleep, so you are fit for living!

A personal best
The GyroHSR Stockholm team encompassed staff from England, USA, France and Sweden working hand-inhand with an equally multi-national client. An exemplification of our ability to cross borders and bring compelling simplicity to complex arguments.