Digital treatment for insomnia gets PR boost

A new partnership aims to advance the adoption of an innovative digital treatment for insomnia, improving access to effective care and reducing reliance on medication.

Sheffield-based Evergreen PR has been appointed by Big Health UK to promote Sleepio, a cognitive behavioural therapy for insomnia (CBTi) that is delivered digitally.

Endorsed by the National Institute for Health and Care Excellence (NICE) in 2022 as cost-saving and clinically effective, Sleepio addresses the sleep disorder affecting one in three UK adults weekly.

Sleepio also reduces the current overreliance on the second-line treatment of sleeping pills, which are linked to adverse side effects including dependence and withdrawal.  

Despite its success in Scotland, where it has been available nationally since 2021, Sleepio remains underutilised in England. Evergreen PR’s strategic communications programme will drive national adoption, highlighting its potential to save NHS resources and improve patient outcomes. 

Will Goddard, managing director for Big Health UK, said: “We’re excited to be working with Evergreen as a key strategic partner to support our mission to help millions back to good mental health.

“While Sleepio’s NICE recommendation was a landmark moment, it means nothing unless the patients who need help actually receive it.

“For Sleepio to deliver the health and financial benefits outlined by NICE it must be nationally available and widely adopted via the NHS.

“We were impressed by Evergreen’s track record of delivering impact, and their attentiveness and creativity in early conversations. This gave me confidence that they could help us deliver our goal.”

The campaign builds on Evergreen’s proven track record, including a high-impact initiative for The Sleep Charity that secured ministerial backing for a National Sleep Strategy.

Leigh Greenwood, Evergreen PR founder and managing director, added: “Our agency exists to ‘make health happen’ and so we’re excited to be working with Big Health to ensure their evidence-based, world-leading digital treatments reach the hands of more people who need them.

“It’s so important that people who are struggling with their mental health can easily access safe and effective guideline treatment.

“We’re looking forward to making this a reality through effective breakthrough campaigns that drive adoption, while also establishing Big Health as a leader in mental health care.”

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