Apparatus is provided for reducing hypertension of a subject. A selective circumferential pressure applicator (60) includes at least two surfaces (61) that increase baroreceptor activity of the subject, by applying pressure to an artery (20) of the subject at two or more respective non-contiguous regions around the circumference of the artery, at a longitudinal site of the artery, such that between the non-contiguous regions, at the longitudinal site (a) there is at least one region (22) of the artery that is more relaxed than in the absence of the device, and (b) there is at least one region (21) of the artery that is more tense than in the absence of the device. A joint (63) couples the surfaces to each other. For at least a portion of the subject's cardiac cycle, the joint does not to contact the subject's artery. Other applications are also provided.