Inspire Medical Systems
They can dream again, with Inspire Sleep Therapy.
The Stakes
Obstructive sleep apnea takes more than sleep. It drains energy, strains relationships, and steals the ability to dream. Inspire Medical Systems needed a campaign that moved past product comparison, built confidence in a surgical solution, and showed how real rest could change everyday life.
The Friction
Despite strong awareness in the sleep apnea space, Inspire Therapy was still viewed through a CPAP-first lens. When people realized the therapy involved a surgical implant, hesitation set in and interest dropped. The brand needed more than explanation or comparison. It needed a story that made the outcome feel human, meaningful, and worth the journey.
The Shift
BarkleyOKRP and MissionOne Media launched “You’re Not Dreaming,” a national campaign grounded in a simple human truth. Untreated sleep apnea prevents people from reaching the deep, restorative sleep where dreams happen. The work used surreal, relatable dream scenarios as proof that Inspire Therapy patients were finally sleeping deeply again. Across TV, digital, social, and influencer channels, the work reframed Inspire Therapy from a CPAP alternative into a therapy people could feel, see, and believe in.
The Lift
“One of the many things we appreciate about BarkleyOKRP is their integrated approach. Creative, media, analytics, and strategy operate together, ensuring the idea landed in moments where attention and emotion were highest. Working with an agency like BarkleyOKRP helps our brand navigate the complexity of a highly regulated category while still delivering storytelling that feels cinematic, hopeful, and deeply human.”
— Alex Mensing, Director Content & Community Engagement, Inspire Medical Systems, Inc.