According to, 22 million Americans suffer from sleep apnea, and 80% of those cases have been undiagnosed.

Think about the size of that untapped market for a minute.That’s 17.6 million potential clients who don’t even know they could use some service to make their lives better. Sleep apnea is a massive potential marketplace if only someone could figure out how to tap into it.

That’s not to say some are not trying. There are plenty of places that work with those who suffer from sleep apnea. Here’s one in New York called Silent Night Therapy that does a fine job explaining the causes, effects, and treatments for sleep apnea. You would think that would be enough to bring everyone in and get treatment, but for some reason, people hold back? What is keeping those 80% from getting treatment?

The first and most important cause—and the one that must be addressed—is that most people don’t know what sleep apnea is, and so they don’t know that they’re suffering from it.

How many people do you know who snore? At least a handful, I’m sure, and yet, how many would think it’s a serious enough problem to do something about it? Snoring is often considered anything from amusing to annoying, but a serious medical problem? Only for those who have to sleep in the same room with snorers.

The truth is, few people realize that snoring may actually be connected to a serious medical issue. Those same few most likely don’t realize there are cures for snoring, and that they are continually becoming less invasive and complicated.

The goal here, then, should be simply to spread the word more so that snoring is connected to a health issue and more people are aware of treatment options.

A further, more complicated issue, is the hesitancy most people feel when it comes to testing their medical coverage under their insurance. Many worry that something that isn’t a mainstream concern will not be covered. They don’t investigate further, they simply dismiss the problem out of hand.

More should be done to reassure such hesitant potential customers that sleep studies and treatment for sleep apnea are usually covered by most insurance companies and that they should feel secure coming in to get tested.

If these two steps are taken, there’s far more chance that those who specialize in treating sleep apnea will see a massive increase as that 80% of their market is tapped into. In order to take on these challenges, more should be done by those specialists to band their resources together. That way, commercials can be taken out, ads can be published, and more eyes will see the truth about snoring and sleep apnea.

Four-fifths of the entire market doesn’t know it needs our services. We need to do a better job getting the word out, for their good, and for ours.