Folks, I almost spilled my coffee reading this one. Apparently, there’s a thing called the “CPAP Baddies” – a group of people who use sleep apnea treatment devices and are, well, pretty cool about it. They even had an influencer-style event in Vancouver, Canada, complete with merchandise, hors d’oeuvres, and a photobooth. I mean, who wouldn’t want to attend a party for people who use CPAP machines? The company behind it, ResMed, is trying to make sleep apnea treatment more trendy, and it seems to be working – their social media pages have gotten 4.2 million views in the past 30 days. Bless their hearts for trying to make sleeping with a machine on your face cool.
The CPAP Baddies are part of a larger trend of companies using “anti-marketing” tactics to reach younger audiences. Instead of traditional advertising, they’re creating content with regular customers and employees, rather than cultivated internet personalities. It’s like they’re saying, “Hey, we’re not just a company, we’re a community!” ResMed’s Chief Marketing Officer, Katrin Pucknat, told CNN that they’re running a lot of experiments to see what works, and it seems like this approach is paying off.
But, you know, it’s not all sunshine and rainbows. Some companies have faced scrutiny for their marketing tactics, like Polymarket, which used paid creators to promote their brand. And let’s be real, it’s not like ResMed is just doing this out of the goodness of their hearts – they’re a company, and they want to sell products. However, it’s interesting to see how they’re using social media to build a community around sleep apnea treatment, and even trying to normalize it, especially among women who are disproportionately undiagnosed.
I was amused to read about LeAnn Day, a 43-year-old from Indiana who’s part of ResMed’s CPAP Baddies page. She’s been making CPAP content on TikTok and has gotten almost 5 million views on some of her videos. She’s not paid by ResMed, but she’s happy to be part of the community. It’s great to see people like her helping to raise awareness about sleep apnea and making it more acceptable to talk about.
In conclusion, the CPAP Baddies are a thing, and they’re actually kind of cool. Who knew sleep apnea treatment could be trendy? ResMed’s approach to marketing is definitely… creative, and it’ll be interesting to see if it pays off in the long run. As I finish my coffee, I’m left thinking – only in the world of social media can a company make a sleep apnea treatment device seem cool. 🙄
Armchair patriot. Believes in the free market, cold beer, and that there’s always a guy named George behind every CNN segment.
Former remote-throwing champion turned #1 couch commentator on liberal panic in the media. Born in Texas (or so his mug says), he earned a degree in Fake Newsology & Beer Philosophy from YouTube University.
