Doctors to Help Americans Sleep Better by Snoring Less

BY Rachel Cagle
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"About 37 million Americans snore, making grunting, whistling, choking, snorting, and/​or buzz-​saw-​like sounds on a regular basis, according to the National Sleep Foundation. The bothersome noises occur when a person's airway narrows or is partly blocked during sleep, often because of nasal congestion, floppy tissue, alcohol, or enlarged tonsils, says Consumer Reports."

"Snoring can be more than 'a benign annoyance,' says Charlene Gamaldo, M.D., medical director of the Johns Hopkins Sleep Disorders Center in Baltimore. Your snoring can ruin your partner’s shut-​eye and be a red flag for obstructive sleep apnea, or OSA."

Better Sleep Seekers, both those who snore or share a house with snorers, desperately turn to the internet to find a way to better sleep through the night. According to AudienceSCAN, 60.1% of these consumers used a search engine within the past month to research a product or service they were considering and, within the past six months, 28% have watched a video on a product they were considering and 50.3% purchased products online.

"OSA is marked by noisy stops and starts in breathing during sleep, and it hikes the risk of cardiovascular disease, stroke, cardiac arrhythmia, and hypertension. And 34% of men and 19% of women who snore routinely have OSA or are at risk for it, says the American Academy of Sleep Medicine."

"Here, advice on how to stop snoring; for yourself or for the person you share a bed with."

"Ease a stuffy nose. Over-​the-​counter nasal strips 'may help keep nasal passageways open,' says Romy Hoque, M.D., an assistant professor of neurology at the Emory University School of Medicine in Atlanta. You can also rinse your nose with an OTC saline solution or stand in a steamy shower."

"Elevate your head. You can buy a special pillow to lift your chin and keep your tongue from blocking the back of your throat as you sleep. But any wedge-​shaped pillow will do, Hoque says."

"Sleep on your side. To keep from rolling onto your back during the night, which triggers snoring, place a body or bolster pillow against your back. You can also consider an anti-​snore pillow, which has a cutout in the center designed to keep you on your side. These may help address mild snoring problems in people who snore only when lying on their back, explains Jennifer Hsia, M.D., an assistant professor in the department of otolaryngology, head, and neck surgery at the University of Minnesota Medical School. (They will not be effective for those who also snore on their sides.)"

"Lose excess weight. 'Fat around the neck compresses the upper airway and impedes airflow,' says Raj Dasgupta, M.D., an assistant professor of clinical medicine at the University of Southern California in Los Angeles. In fact, OSA has been associated with a neck circumference greater than 17 inches for men and greater than 16 inches for women."

These easy snoring solutions are just what Better Sleep Seekers need, but how can retailers offering these miracle products best get their advertising messages across? Last year, according to AudienceSCAN, Better Sleep Seekers took action after seeing TV commercials (62.7%), receiving direct mail ads (57.3%), receiving ads via email (47.2%) and seeing newspapers ads, both digital and print (44.7%). They're also 29% more likely than other adults to find advertising on social networks useful and are active on Facebook (82.8%), YouTube (62.7%) and Instagram (39.8%).

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.