It’s said that keeping existing clients is much harder than acquiring new ones. While that might be true, it doesn’t mean acquiring new clients is easy. In fact, hearing care professionals (HCPs) find it increasingly challenging to bring prospects through the door (Traynor, 2018).
This is exactly why we’re launching the Bernafon Marketing Program. Featuring a broad selection of marketing resources, it gives hearing care practices more efficiency to reach prospects, convert leads, engage clients – and ultimately grow their business.
It gives hearing care practices more efficiency to reach prospects, convert leads, engage clients – and ultimately grow their business.
Targeting the right people at the right time with the right message
Your target audience is people ages 55 and plus – young seniors. They’re the most likely demographics to have a need for the products you sell. But not all young seniors are the same – they each have their own wants, needs, and pains. And when it comes to hearing and hearing aids, their knowledge ranges from 0 to 100.
Your marketing materials should reflect those differences. You cannot use the same marketing content for clients walking in for their first screening and for those looking to buy new hearing aids. A brochure about product features can be confusing for some, while a video about hearing loss can be pointless to others.
Backed by strategy and tailored to the client journey, the Bernafon Marketing Program offers marketing materials your audience understands and relates to. The result? More meaningful conversations, more personal service, and more trust in your business.
More efficient marketing. The Bernafon Marketing Program gives you print and digital resources tailored to each stage of the client journey.
Attention: Social content, Window deco
Consider: Email marketing, Web banners, Postcards, Videos, Landing page
HCP visit: Point of sale deco, Brochures
Buy: Point of sale deco, Color tool, Product testimonials
Service: Product acceptance help
More efficient marketing. The Bernafon Marketing Program gives you print and digital resources tailored to each stage of the client journey.
Attention: Social content, Window deco
Consider: Email marketing, Web banners, Postcards, Videos, Landing page
HCP visit: Point of sale deco, Brochures
Buy: Point of sale deco, Color tool, Product testimonials
Service: Product acceptance help
A new campaign to onboard your prospects
Young seniors are the focus of your marketing efforts. Their hearing is changing, and they’re becoming more receptive to information as to why. Many are in a state of denial, though – when they don’t ignore their hearing loss completely, they often downplay it and hope it won’t get worse (Wallhagen, 2010). Add the prevailing stigma they attach to hearing aids and these prospects are particularly difficult to sway.
A highlight of the Bernafon Marketing Program, the "Good hearing is healthy living" campaign is a series of touch points designed to help you reach this category of outliers.
The "Good hearing is healthy living" campaign uses familiar health themes like diet and physical fitness to introduce your prospects to hearing health.
Young seniors tend to pay more attention to their health and well-being (Pichora-Fuller, Mick, & Reed, 2015). They accept this is a normal part of aging and try to follow their doctors’ advice – they might watch what they eat, move more, and keep stress levels down. Leveraging those associations, the campaign juxtaposes good hearing with good health: like diet and physical fitness, hearing is just another health topic to invest in past a certain age.
The campaign is delivered across the client journey with newsletters, social media posts, office decoration, or a consumer brochure outlining the health benefits of good hearing. It lets you tell a story – one that you have the solution to help keep people healthy.
Ready to move your practice to the next level?
As a Bernafon customer, you get free access to the Bernafon Marketing Program.
Click here for more information.
* Offer and availability vary locally. Speak to your Bernafon sales rep for details.
References
Pichora-Fuller, M. K., Mick, P., & Reed, M. (2015). Hearing, Cognition, and Healthy Aging: Social and Public Health Implications of the Links between Age-Related Declines in Hearing and Cognition.Seminars in hearing, 36(3), 122–139. https://doi.org/10.1055/s-0035-1555116
Traynor, R. M. (2018). Survival strategies in a competitive hearing healthcare market. Hearing Review, 25(6), 14-19.
Wallhagen, M. I. (2010). The stigma of hearing loss. Gerontologist, 50(1), 66-75. doi:10.1093/geront/gnp107