SoClean campaign: A bold new enterprise

PETERBOROUGH, N.H. - SoClean's new marketing campaign featuring actor William Shatner will help to raise awareness about the importance of CPAP cleaning and will boost sales, the company and providers say.

The new campaign features spots on TV and radio, as well as on social media like YouTube and Twitter.

“We look forward to seeing the pieces they put together with Mr. Shatner and hope to sell far more SoCleans, as a result,” said Gary Sheehan, president and CEO of Sandwich, Mass.-based Cape Medical Supply.

Shatner, who rose to fame playing the role of Captain James Kirk in the 60s TV series Star Trek, has had a long career, including a more recent gig as a spokesperson for Priceline.com.

Perhaps most important from SoClean's perspective, Shatner is a CPAP user himself, says CEO Robert Wilkins.

“He's had a machine for 10-plus years,” he said. “We were having dinner with him and he told us how CPAP changed his life. Sleep apnea is prevalent and if you have it, you should get checked out and part of Bill's story is about that.”

SoClean has enjoyed rapid growth in recent years, including launching in 2018 in France, Germany and the United Kingdom. While Wilkins says the company has the studies and data to back up the effectiveness of its product, it is SoClean's marketing that has really boosted growth.

“The awareness is definitely (growing) about the need to clean the machine and certainly the campaign is helping that,” he said.

SoClean offers its devices both direct-to-consumer and through DME suppliers, who say it has been a strong seller, and should only get stronger with Shatner's help.

“Patient feedback on the device has been very positive and we will continue to promote SoClean sales moving forward, as we seek ways for our substantial sleep therapy patient base to benefit from a growing array of products that are not covered by insurance but that enhance their therapy, compliance and overall experience,” said Sheehan.