ZOLL Itamar “More Than AHI” Campaign

Creative Director, Designer

Tactics: Campaign Concept, Email Campaign (4-part), Landing Pages, Direct Mail, Trade Show Banner Ads, Event Booth, Print Advertising

WatchPAT is considered the gold standard in home sleep apnea testing. The challenge was not credibility. It was visability. Most competitors focused solely on AHI readings. Our device offered far more diagnostic depth, and we needed that story out there. I led a comprehensive sleep apnea medical device campaign centered on the message “More Than AHI.” The core visual used an iceberg to illustrate its depth. AHI appeared above the surface. The full diagnostic capability extended below. The metaphor was immediate and memorable. What you see is only part of the story.

Additional concepts reinforced the message. One visual contrasted a single star in a telescope with the full night sky. Another compared a mountain peak to an entire range. The theme remained consistent. What you’re missing matters. The campaign extended across four-part email sequences, landing pages, direct mail, print ads, trade show banners, and event booth design. Each channel carried the same structured visual system. Messaging balanced authority with clarity. Healthcare professionals needed insight without excess explanation.

The campaign delivered measurable results. Conversion rates increased by 10.67 percent. Lead generation rose by 74 percent.

This sleep apnea medical device campaign demonstrates integrated thinking across digital, print, and event environments. Every element worked together. As creative director and designer, I guided concept development and execution. The work aligned messaging, visuals, and data into one disciplined system. The outcome strengthened differentiation in a competitive diagnostic category. Strong creative direction translated into quantifiable growth.