A reflection on 62romeo and the American Healthcare System

As we enter our fourth year of operating the 62romeo Sleep program, I find myself reflecting deeply on the landscape we’ve navigated—one littered with misinformation, profit-driven interventions, and a persistent misunderstanding of what truly heals. There’s something profoundly unsettling about the way our culture has approached sleep, that most essential and primal pillar of our existence. On one side, we have the rising tide of pharmaceuticals and other major corporations who have made untold billions of dollars off what they promise as “solutions.” On the other, we find a nation, a world even, caught in the grip of a widespread sleep epidemic that refuses to relent. The irony is hard to ignore: while profits soar, well-being plummets. Despite billions in investments and ad campaigns, sleeping pills and patented “miracle” devices, our collective sleep problems continue to worsen.

The United States stands nearly alone in granting pharmaceutical companies the power to market directly to consumers. You have likely seen these advertisements—those neatly packaged solutions with smiling actors and soothing voices, often followed by a near-humorous litany of side effects that run several paragraphs long. In virtually every other part of the world, this kind of marketing simply isn’t allowed. Yet here, pharmaceutical corporations can bypass the careful dialogue between doctor and patient, planting seeds of doubt and desire in the minds of millions, convincing them that sleep is something achieved through a pill rather than through personal education, behavioral change, and a supportive community.

We have to ask ourselves: how did we get here? How did we arrive at a place where fundamental human processes like sleep are treated as commodities, where a multi-billion-dollar industry thrives on our inability to rest, and where doctors themselves—often well-meaning—find their recommended actions subtly influenced by corporate interests? How did we lose sight of the fact that so many of the solutions to our health and wellness challenges are already available to us, right now, often at low cost or no cost, if only we would commit ourselves to discipline and long-term change?

This isn’t to say that everyone who prescribes or uses medication is at fault. Far from it. For those in extreme circumstances, certain interventions may be absolutely necessary. But we must acknowledge the systematic forces at play. Pharmaceutical companies wield enormous power—not just in advertising, but in research sponsorship, medical education, and lobbying. They shape clinical guidelines and “standard practices.” They fund medical conferences, sponsor continuing education, and supply free samples. Over time, these actions subtly guide what physicians recommend, influencing the entire ecosystem of health care. Add to that a prevailing cultural narrative that “faster, easier, and more convenient” is always better, and you have the perfect conditions for the current state of affairs.

Let’s not mince words: We are facing a growing mental health crisis that sleep is inextricably tied to. We know, beyond any reasonable doubt, that chronic sleep deprivation and poor sleep quality are major contributing factors to a myriad of mental health challenges. Veterans continue to commit suicide at alarming rates; first responders are now surpassing them, and our civilian population is not far behind, suffering quietly and too often alone. The answer, we are told, might lie in another new drug—daily we are introduced to new formulations, new names, new “breakthroughs.” Yet, the crisis persists, and in many cases worsens. We must finally confront the truth: throwing pharmaceuticals at the problem has not solved it, and more of the same will only keep us trapped.

This realization underpins the work we do at 62romeo. Over the past four years, we have been employing the proven techniques of Cognitive Behavioral Therapy for Insomnia (CBTi). We know CBTi works—it’s one of the few rigorously tested, evidence-based approaches for addressing chronic insomnia without relying on medication. But CBTi, as traditionally practiced, can come with drawbacks. It often necessitates a clinical setting, official diagnoses, insurance paperwork, and an environment that can inadvertently stigmatize those who struggle. It can make people feel as if their sleep difficulties define them, transforming a human challenge into a pathological label.

So we decided to innovate. We chose to adapt the model to something we call CBEi—Cognitive Behavioral Education for insomnia—where we replace “Therapy” with “Education.” This shift might sound subtle, but it’s profound. Instead of situating sleep challenges as a disorder requiring clinical intervention, we reframe them as a human experience that can be overcome with knowledge, community support, and skill development. Instead of focusing on diagnoses, we focus on demystifying sleep. Instead of isolation in a medicalized context, we integrate community, allowing people to share experiences, learn from one another, and propagate healthy behaviors beyond the confines of a closed setting.

CBEi transforms individuals from passive recipients of a prescription into active learners and participants in their own healing. It normalizes sleep challenges rather than stigmatizing them. It removes labels and replaces them with empowerment. We believe that when people understand how sleep works—biologically, psychologically, and culturally—they become equipped to make lasting changes. We give them tools—practical, replicable skills—that they can share with their families, neighbors, and coworkers. In doing so, we do more than treat individuals; we spark cultural change.

This kind of shift can feel radical because it flies in the face of how our healthcare system has conditioned us to think. We have been taught that if we are sick, the solution is a product—something we must buy, ingest, or apply. The idea that most of the solutions to our health and wellness challenges are already at our fingertips requires reframing. Achieving quality sleep doesn’t necessarily demand a pharmaceutical solution. Often, it demands a willingness to examine our habits—our caffeine intake, our screen time at night, our lack of a consistent sleep schedule, our unacknowledged stressors, and our inability to prioritize rest.

The tricky part is that addressing these root causes requires discipline. It may require turning off the TV earlier than we’d like, sticking to a bedtime routine even when we don’t feel like it, learning meditation or relaxation techniques, or committing to exercise and balanced nutrition. It requires honest self-reflection and, at times, confronting truths that we might rather avoid. This path, though challenging, holds the promise of genuine and lasting change. It empowers us to reclaim control, instead of relinquishing it to a pill or an institution that sees us as consumers more than patients.

We know that empowering individuals leads to better outcomes. Just consider how we’re rolling out the Free Sleep Genius app and the 62romeo SLEEP101 Lite course (automated) for 2025. This new approach democratizes knowledge. It’s not locked behind a paywall or a prescription pad. It’s accessible, community-driven, and designed to make sleeping well a normal, attainable, and even communal goal. By providing education in this format, we remove barriers—no more waiting weeks or months to see a specialist, no more expensive copays or insurance battles, no more fear of being “othered” because you’re having trouble sleeping.

Moreover, as I step back from teaching live cohorts to embrace a “train the trainer” model, my goal is to empower hundreds of coaches across the country to host their own cohorts and help spread this knowledge. This decentralized model creates a ripple effect. Instead of a single point of expertise, we form a vast network of informed individuals guiding others. People teaching people, communities uplifting their own members. This is how cultural change happens—at the grassroots level, where individuals learn from people they trust, in environments that feel safe and relatable.

This stands in stark contrast to how the pharmaceutical industry operates. A top-down model pushes products onto doctors, who then pass them to patients. Meanwhile, the patient’s understanding of why these issues occur—how their behavior, mindset, and environment affect their sleep—often remains underdeveloped. Instead of fostering independence, this system fosters dependency. The industry thrives when we believe we need them, and when we don’t realize that we already possess the capacity to heal ourselves.

This isn’t just about business or medicine; it’s a reflection of our cultural values. We are told that health and wellness can be bought. We rarely discuss how easily we can sabotage ourselves by ignoring the basics: consistent routines, good hydration, balanced meals, mental resilience, and stress management. These are time-tested, scientifically sound principles. When we apply them diligently, the results can be profound. We sleep better, feel better, and think more clearly. But there’s no billion-dollar billboard campaign for discipline, no nightly commercial break dedicated to the brilliance of personal responsibility and community empowerment.

You might wonder if removing the labels, the diagnoses, and the insurance reporting diminishes the seriousness of the issue. Not at all. On the contrary, it acknowledges that sleep difficulties are a human challenge, not a permanent flaw. By stepping outside of the restrictive frameworks that label every struggle as a pathology, we reaffirm our shared humanity. Yes, we may need specialized interventions in some cases, and those interventions still have their place. But let’s stop pretending that every bump in the road requires a medical label and a prescription. If anything, by treating sleep challenges as normal variations in human experience, we can intervene earlier, more compassionately, and more effectively.

Consider that new drugs become available every day, yet the mental health crisis continues to escalate. Suicide rates among veterans and first responders remind us that these problems run deep. Sleep, we know, is a critical factor. Improving sleep doesn’t solve every underlying issue, but it creates a stronger foundation from which to face them. Good sleep enhances mood stability, cognitive function, emotional regulation, and resilience. It gives our brains and bodies the downtime they need to process stress, recover from trauma, and maintain balance.

If the pharmaceutical approach was truly the answer, we would have seen a decline in these crises. Instead, we are witnessing the opposite: more pills, more diagnoses, more money spent, and yet more suffering. Isn’t it time to try something different? Isn’t it time we trusted ourselves, educated ourselves, and supported each other in ways that restore our agency rather than surrender it?

We are cultural beings. Our values, habits, and beliefs shape how we behave and ultimately how we sleep. When we approach sleep challenges with CBEi, we acknowledge that education and community-based solutions can transform our culture. Picture a world where it’s normal to talk openly about sleep hygiene, where families help one another set healthier schedules, where employers respect the need for rest, and where communities share tips and resources without shame or stigma. This is the vision we’re working toward.

To make it happen, we must face down the formidable influence of the pharmaceutical and medical industries. These systems aren’t inherently evil, but they are misaligned with our best interests when it comes to common behavioral health challenges. They profit from our continued struggles and show limited interest in empowering us. After all, an informed and disciplined individual, confident in their own capacity to improve their sleep, is far less lucrative than a passive consumer who reaches for a pill every night.

And let’s not forget the unique American situation: the U.S. is one of the few countries where direct-to-consumer pharmaceutical advertising is legal. It’s no coincidence that our national mindset has been shaped to view medication as the default solution. We’re constantly bombarded with messages that portray normal human difficulties as diseases, each with its own pill. This marketing doesn’t just sell products—it sells beliefs and identities. The more we internalize these messages, the more we weaken our confidence in our own resilience and the natural interventions available to us.

But we can resist. We can educate ourselves, share knowledge freely, and create supportive communities. The launch of the Free Sleep Genius app and the SLEEP101 Lite course is part of that resistance. It’s a declaration that we can and will take matters into our own hands. It’s an invitation for anyone suffering from sleep difficulties to step off the well-trodden path of pills and profit-driven answers and onto a road paved with understanding, cooperation, and self-determination.

Over these past four years, I’ve seen the transformations firsthand. I’ve watched individuals who once believed their sleep problems defined them begin to understand their own sleep patterns. I’ve witnessed them adopt healthier routines, find comfort in the shared experiences of a supportive group, and slowly, confidently, regain trust in their own bodies and minds. They’ve replaced labels and diagnoses with insights and practices. Many have inspired others to do the same. This is how real progress happens—one person, one household, one community at a time.

Now, as I move toward this new chapter, transitioning to a “train the trainer” model, I do so with immense optimism. I envision a growing cadre of coaches—empowered individuals who have integrated the CBEi philosophy and are ready to guide others. Their mission isn’t just to fix sleep problems; it’s to spread a new paradigm of self-care, mutual support, and cultural transformation. Through them, and through the tools we provide, we can ignite a movement—one that challenges the dominance of pharmaceutical narratives and places the power back where it belongs: in the hands of the people.

It won’t be easy. Real change rarely is. It requires pushing against entrenched interests, overcoming habit and inertia, and confronting uncomfortable truths about how we’ve been misled. But we have a duty to try. For ourselves, for our children, and for future generations who deserve a world where sleep is not a commodity but a birthright—a natural state of rest and renewal, free from unnecessary medicalization and corporate profiteering.

Let’s remember the message at the core of our movement: We do not need the DSM-V or a pharmaceutical cabinet full of pills for basic behavioral health challenges. Certainly, there are conditions that require medical intervention, and we must never shame those who need help. But let’s not overlook the foundational tools we already possess. Let’s not forget that health is nurtured through consistent habits, meaningful relationships, aligned values, and a willingness to learn. These are the keys that can unlock a healthier, happier society—one well-rested night at a time.

The journey ahead is a collective effort. We must band together to question the status quo, to highlight the contradictions in a system that sells us sleep aids while the epidemic worsens, and to point out that when so few other countries allow pharma ads, maybe it’s time to rethink how we permit these messages to shape our minds and our healthcare choices. We must encourage each other to apply the common-sense principles of good sleep hygiene, to seek education before prescriptions, and to build networks of mutual support that nurture well-being.

As we move forward into 2025, I invite you to join me. Engage with the Free Sleep Genius app. Explore the 62romeo SLEEP101 Lite course. Consider becoming a coach or attending a cohort. Learn, share, and teach others what you’ve discovered. By doing so, you help spread the seeds of a new culture—one that recognizes the immense power within ourselves to heal and improve, and that understands real solutions rarely come from a bottle.

This is not a lonely journey. It’s a collective awakening. We have all the tools we need—education, community, perseverance, and a commitment to doing what’s right instead of what’s convenient. Let’s reclaim our right to rest and our ability to determine our own well-being. Let’s embrace the idea that while the pharmaceutical industry can offer a safety net in dire circumstances, it should never be our only option. Let’s choose empowerment over dependency, understanding over ignorance, and discipline over shortcuts that never truly solve the root problem.

We stand at a critical moment in time. Sleep, that once effortless and natural function, has become complicated by culture, industry, and misinformation. But we are taking steps to set things right. Through CBEi, through community-driven change, and through recognizing the unnecessary power wielded by pharmaceutical advertising, we are forging a new path—one that celebrates what we can achieve when we trust ourselves and each other.

So here’s my message to you: If you struggle with sleep, you are not broken. You don’t need to be fixed by a quick-fix pill or a directive from a corporation that profits from your distress. Instead, you deserve understanding, tools, and the camaraderie of people who’ve walked the same path. You deserve access to knowledge that demystifies sleep and gives you agency. You deserve a culture that values rest as fundamental to human flourishing, not a luxury or an afterthought.

Take heart in this truth: the solutions are here. They’ve always been here. They are in the quiet hour before bed when you decide to put down your smartphone. They are in the morning sunlight walk that sets your circadian rhythm. They are in the mindful practices that ease your stress and in the supportive conversation with a friend who understands what you’re going through. They are in the communal learning and teaching, in the courage to say, “I will learn how to sleep well,” instead of “I need something to make me sleep.”

We have an opportunity to reshape our understanding of health, to push back against the forces that profit from illness or struggle, and to create a future where empowered individuals teach one another the value of good rest. Four years into this journey, I can tell you with conviction that this approach works. It thrives not on sales pitches and side effects, but on knowledge, community, and genuine empowerment. It’s an approach that can and will change lives, starting with yours.

As we move boldly toward 2025 and beyond, let’s step into a new era where we collectively acknowledge that the solutions to many of our health and wellness challenges are accessible, waiting patiently for us to embrace them. Let’s break free of the illusion that we are dependent on industries that profit from our struggles. Let’s remember that we have the power to write our own narrative, one where restful sleep is not a distant dream, but a reality we shape ourselves, hand in hand, and heart to heart.