Understanding Your Sleep Medicine Audience—Who’s Searching and Converting?

Not all patients engage with sleep medicine the same way. Gender and age play a major role in determining how people search for sleep solutions, what services they consider, and how likely they are to book an appointment.

If your clinic is running the same generic ads for every audience, you’re missing out on a major opportunity to refine your targeting and increase conversions.

Gender Trends in Sleep Medicine Marketing

Understanding gender-based behavior can help you craft more effective marketing campaigns. Here’s what the data shows:

• Women drive the majority of impressions for general sleep studies but convert at lower rates than men, meaning they are more likely to be in the research phase.
  
• Men are more engaged with sleep centers, favoring in-person diagnostic and treatment services.
  
• At-home sleep studies resonate most with women, who prioritize convenience and non-invasive options.

Age-Based Behavior – What the Data Tells Us

Age is another key factor in how patients engage with sleep-related services.

• 18-24 year-olds are the least likely to search for sleep studies, but when they do, they respond best to digital-first options like home tests and online scheduling.
  
• 25-34 year-olds engage heavily with both sleep doctors and sleep centers, but they are also highly responsive to at-home solutions.
  
• 35-54 year-olds represent a balanced mix of at-home and in-clinic patients, meaning clinics need to offer both options to stay competitive.
  
• 55+ audiences are the most engaged with at-home sleep testing, preferring non-invasive solutions tailored to their needs.
  

What This Means for Clinics

To maximize conversions, clinics need to:
☑️ Personalize messaging for men vs. women. Highlight expertise and in-person diagnostics for men, while focusing on convenience and home-based solutions for women.
☑️ Adjust outreach by age group. Younger patients prefer digital convenience, while older patients need trust-building through expert recommendations.
☑️ Ensure ads align with each group’s expectations. A one-size-fits-all approach won’t work in today’s competitive landscape.

Want access to the full breakdown of sleep medicine ad performance? Reach out to access our white paper which covers industry benchmarks, search intent insights, and more.