Creative Campaigns for ZOLL Itamar's WatchPAT

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

WatchPAT is the gold standard in home sleep apnea testing. For five years, I led creative for ZOLL Itamar across sleep and, eventually, cardiology audiences — eight major campaigns, plus several smaller efforts, developed alongside a trusted copywriting partner.

“More Than AHI” made the case that WatchPAT offered more than the one number every competitor was already talking about. The idea: an iceberg, AHI above the waterline, a wealth of additional diagnostics hidden below. Across email, direct mail, print, and trade show graphics, that campaign drove a 10.67% increase in conversion rate and 74% growth in lead generation.

Other campaigns took on different jobs: SleePATH introduced the app streamlining how results reach physicians. An efficiency campaign made the case to sleep labs that WatchPAT was the faster path to diagnosis, not just the more accurate one. And when the ZOLL Itamar team discovered something in their own data — that a night of sleep testing was also surfacing undiagnosed AFib, invisible in a normal office visit — that discovery became a campaign of its own, expanding WatchPAT’s relevance from sleep labs into cardiology.

When ZOLL, a predominantly cardiology company, acquired Itamar, the challenge shifted. It wasn’t just a new logo — it was education on two fronts at once: bringing ZOLL’s own sales team up to speed on sleep apnea, while introducing WatchPAT to a client base that knew cardio, not sleep. The WatchPAT product catalog and supporting pieces organized a growing, complex portfolio into something that could carry that education clearly, from sales floor to physician’s desk.

Five years, one client, a diagnostic test that grew right alongside the clinical story it was learning to tell.