In We Reap What We Show: Part 1 we saw how the hearing healthcare profession has been basing its marketing assumptions on a series of self-perpetuating myths.
In this article we are going to look at some more "fit-for-purpose" guidelines on the type of imagery we should be using in hearing healthcare marketing and campaigns, together with an introduction to the evidence-based rationale behind them.
Have you ever wondered what type of images we should be showing in our marketing and hearing healthcare messages?
Whilst it very much depends on the particular context and response we are aiming to evoke, there are some fundamental principles we need to consider here, principles grounded in the way the human mind works.
When people are formulating their perceptions and attitudes towards hearing, they do so by drawing on information that springs most readily to mind. Think how easy it is to recall images, and we quickly see why it's important we get our imagery right.
This series of two articles will explain how.
Let's consider the current estimate that only 1 in 4 people (US) and 1 in 3 people (UK) who need hearing aids actually have them. That means there are more people who don't have hearing aids (but may benefit from them), than do. And despite the considerable efforts of hearing aid manufacturers, hearing care practitioners and charities to increase the adoption rate over the years, this statistic has remained fairly consistent.
We're obviously still missing a vital ingredient. But what is it?
Perhaps you have some ideas of your own. So before we go any further, how would you complete the following sentence:
"We can increase the rate of hearing aid adoption by..."
