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Companies Race to Keep Up with the Influencer Economy in an Era of ‘Baddies’
ResMed is shifting its marketing approach for sleep apnea devices by engaging with customers through influencer-style social media content and community events. The company’s "CPAP Baddies" initiative, which features real users sharing their experiences, has gained significant online engagement and aims to normalize sleep apnea treatment while building brand loyalty. These efforts reflect a broader trend toward authentic, community-based marketing that leverages user-generated content over traditional advertising methods.
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