A national nonprofit organization representing dental professionals who treat sleep-disordered breathing faced a persistent challenge: oral appliance therapy, while clinically proven, remained underrecognized and underutilized by general practitioners and sleep medicine physicians.
Despite strong evidence supporting oral appliance therapy as a viable treatment option for sleep apnea, it was rarely top-of-mind for referring physicians. One-off media placements or short-term campaigns were unlikely to change ingrained clinical habits or awareness gaps.
KNB Communications was engaged to help the organization elevate its expertise, build sustained credibility, and educate physician audiences through consistent, trusted thought leadership. The goal was not just awareness—but adoption—by positioning the organization as an authoritative, reliable source of clinical insight within dental sleep medicine.
KNB recognized early that shifting clinical perception would require repetition, credibility, and consistency. Rather than pursuing a single high-profile placement, the strategy focused on securing frequent exposure in a high-credibility publication trusted by sleep medicine professionals.
KNB developed an integrated media approach that included:
Identifying and building a bench of subject matter experts to support bylined content
Developing educational, clinically grounded articles focused on oral appliance therapy
Leveraging established media relationships to secure placement in a respected sleep medicine publication
The initial article placement resonated so strongly with the publication’s editorial team that it was expanded into a recurring column, creating an ongoing platform for education rather than a one-time media moment.
KNB developed and executed a thought leadership–driven media strategy designed to prioritize consistency and credibility over one-time coverage. Rather than pursuing isolated placements, the program focused on securing ongoing visibility within a respected, high-circulation sleep medicine publication trusted by physician audiences.
Following the success of an initial contributed article, the publication invited the organization to contribute a recurring column. This created a reliable, repeat platform for educating clinicians on oral appliance therapy and reinforcing the organization’s leadership within dental sleep medicine.
Over the course of a year, the recurring placements delivered sustained exposure to highly targeted physician audiences, transforming thought leadership into a long-term education engine rather than a single campaign moment.
By securing a recurring column in a bi-monthly publication widely read by sleep professionals, KNB helped establish a consistent and credible voice for dental sleep medicine within the clinical community. Each placement reinforced awareness, built familiarity, and supported broader education efforts aimed at improving understanding of oral appliance therapy as a treatment option for sleep apnea.
The campaign delivered more than 5.4 million potential impressions across print and digital channels, reaching approximately 17,000 highly targeted clinicians per issue. Beyond the measurable earned value, the sustained visibility strengthened the organization’s position as a go-to authority for physicians seeking reliable, clinically grounded information.
Most importantly, the program demonstrated the power of repetition in healthcare communications—showing that consistent, high-quality thought leadership can drive long-term awareness, credibility, and influence in clinical decision-making environments.
Every breakthrough starts with a clear strategy and the right partner. At KNB Communications, we help healthcare, health tech, biotech, and life sciences brands turn complex challenges into measurable growth—through smart PR, strategic storytelling, and data-backed execution. If you’re ready to elevate credibility, expand reach, and create real momentum in the market, let’s write your case story next.
Be our next case story.I was impressed with KNB's ability to stay organized, on track, and consistently produce excellent deliverables for our content development. It was clear to me they understood our niche space as well as how to speak to our audience. I also appreciate their responsiveness and flexibility.
— Marketing Manager
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