PR for Orthos: Positioning Snoring as a Treatable Condition

Orthos has been a specialist laboratory for orthodontics and dental therapy devices since 1983. Under the SchlafHarmonie brand it manufactures LunaSol, a custom-fitted anti-snoring splint provided through dental and orthodontic practices. We support Orthos in Germany, Austria and Switzerland, with the aim of raising awareness and educating the public about snoring.

Orthos and LunaSol were little known among both sufferers and dentists. Many people who snore are unaware that a custom-fitted mandibular advancement splint can be a treatment option. At the same time, health communication demands care: no exaggerated claims of efficacy and no disparagement of other therapies.

Following a strategy workshop and PR approach, we consistently told the story of snoring from the perspective of those affected: as a burden on sleep, health and relationships – and as a treatable problem. Press releases, such as “When snoring threatens love” or on the role of the dental practice in snoring therapy, were adapted for Germany, Austria and Switzerland.

An Orthos specialist adviser acted as spokesperson for interviews and expert commentary. We also secured radio interviews, offered expert interviews and guest articles, and initiated editorial product tests.

The campaign reached consumer, health and regional media in all three countries, including 20 Minuten in Switzerland, Die ganze Woche, gesund & leben, Hausärztin, moments and Wiener Bezirksblatt in Austria, and Markt and Elbe Wochenblatt in Germany. Radio coverage followed on radioeins, 95.5 Charivari, Radio Schwaben and Radio Ramasuri, alongside an interview with Beautyjunkies.