Amer Khan, MD, launched a sleep medicine practice that offer services that don’t fit within the confines of a traditional medical practice, either because they weren’t billable to third-party payors or because providers cut costs by contracting them out to third parties, reports The Sacramento Bee.

At Sehatu Sleep, Khan said, insomniacs will be able to learn mental exercises that allow them to relax and sleep without popping Ambien, trazodone or whatever pill is currently in vogue. He’s studied cognitive behavioral therapy and other techniques, including those employed by psychologist Richard Miller at his popular Integrative Restoration Institute in Marin County.