When Covidien formed a partnership with Sleep Pointe to bring sleep apnea diagnosis and treatment solutions to the transportation industry, the two parties agreed on a non-traditional approach. In addition to providing Sleep Pointe with world-class products, Covidien hired Quadric to provide world-class marketing for the launch of Sleep Pointe. At the core of the positioning strategy was the focus on “managing sleep apnea” to improve business and health simultaneously. Since truck drivers with sleep apnea are seven times more likely to have an accident, authentic closeness to the truckers was essential. And, the brand needed to convey a sense of urgency without raising fears. We launched the partnership by introducing Sleep Pointe at the Mid-America Trucking Show with a creative, engaging approach that caught the attention of the industry.