Business
Neurologist dreams up patient-friendly pillow
■ The Florida physician turns his invention into a business, as Sona Pillow gets its start from eager patients with sleep disorders.
By Mike Norbut — Posted June 19, 2006
Making sidelines pay
Doctors who branched out beyond running their practice tell why they did it, how they did it, and what you should know before you do it.
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Name: Najeeb Zuberi, MD
Specialty: Neurology
Location: Kissimmee, Fla.
Business: Sleep Devices Inc. The company sells Sona Pillow, a patented, contoured pillow that serves as a treatment option for people with sleep apnea and snoring problems. The product is approved by the U.S. Food and Drug Administration.
Annual Revenue: The company earned about $100,000 last year, but has an earnings goal of $500,000 this year.
Why he started the business: Dr. Zuberi developed his interest in sleep disorders during a fellowship at the University of California, Los Angeles. He quickly saw that patients were not having great success dealing with sleep apnea with the standard treatment, involving continuous positive airway pressure machines.
He wanted to develop a product that could assist patients without being cumbersome and difficult to use. That resulted in his development of Sona Pillow, which helps a person properly position his or her head while sleeping on one side. He started using a homemade prototype in his sleep laboratory, and as patients started requesting the pillow, the company was born.
Dr. Zuberi is seeking to have the Centers for Medicare & Medicaid Services recognize the pillow, which has a base price of about $100, as a treatment for sleep apnea.
"My whole thing is I want this to be an over-the-counter product," he said. "It should be covered by insurance, but you don't need a prescription for it."
The product is available for purchase through the Sleep Devices Web site (link).
Why he keeps practicing: The business is still very young and growing, Dr. Zuberi said. His neurology practice is covering many of the costs associated with starting the new company.
Also, he enjoys working with patients: "I still like clinical neurology."
Words of wisdom: "Do not give up on your invention," he said. "Provide a service with honesty. The goal should be the service.
"The money will come after you are providing something that is true to your heart."
