SomnoMed’s shifting business model

This maker of sleep apnea therapies is tapping investors to fund an American expansion.

SomnoMed is an expert at detours. A few years ago the company started sharpening a direct sales model so it could bypass the low-margin licensing of its SomnoDent device to third parties.

The company also avoids sleep specialists – the usual gatekeepers to sleep apnea therapies – by encouraging dentists to actively diagnose patients and fit them with SomnoMed products.

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