Audira Articles

Views, insight, perspectives, and commentary on hearing care.
Nov
18

Manufacturers’ response to commoditisation

Hearing aid manufacturers are like dealers in a game of poker – their channels must work with the hands they are dealt, never knowing what their competitors are working with

In Hearing care’s response to commoditisation we looked at the impact of commoditisation and the accessibility of information on hearing care practitioners. But hearing aid manufacturers are just as vulnerable, as we shall see, partly from the changes in consumer behaviour and partly from the way they maintain the relationships with their key channels. Understanding these relationships and their impact on the Consumer are the key to minimising the risks, maintaining margins and reducing the likelihood of outsiders encroaching on their market.

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Jun
04

Marketing hearing technology to increase uptake — Part 2 (practice)

Marketing hearing technology to increase uptake part two

This is PART 2 of a series of two articles which looks at how changing the way that hearing technology is marketed can increase hearing aid adoption, change the public’s attitudes to hearing technology and better differentiate themselves in an increasingly homogenised market place.

In Part 1 we began by looking at the limitations of the current approach to marketing hearing technology before examining the principles and practice of a more effective approach that focuses on shaping consumer perceptions.

In Part 2 we put these principles into practice with a worked-through example of a consumer-focused advert by an imaginary manufacturer as a way of demonstrating one way in which the new approach might be implemented.

This builds on many of the principles and philosophy of Destination Marketing outlined in How to get people to want and like hearing aids.

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262 Hits
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Jun
03

Marketing hearing technology to increase uptake — Part 1 (Theory)

Marketing hearing technology to increase uptake - part 1

This is PART 1 of a series of two articles looking at how changing the way that hearing technology is marketed can increase hearing aid adoption, change the public's attitudes to hearing technology and better differentiate products and manufacturers in an increasingly homogenised market place.

In Part 1 we begin by looking at the limitations of the current approach to marketing before examining the principles and practice of a more effective approach that focuses on shaping consumer perceptions.

In Part 2 we will put the principles into practice with a worked-through example of a consumer-focused advert by an imaginary hearing aid manufacturer as a way of demonstrating one way in which the new approach might be implemented.

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388 Hits
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Oct
19

How to rewrite an article about hearing to modernise attitudes

How to rewrite an article about hearing to modernise attitudes

Many of us involved in hearing care automatically assume that Society's attitudes to hearing care are inherently negative and believe this is the reason why many individuals will delay seeking timely treatment for any difficulties they might be experiencing with their hearing.

Yet ironically, by assuming society has such an attitude, the Profession has a tendency to communicate in a way that reinforces those very same negative attitudes that make the provision of hearing care harder.

In order to illustrate this, I have taken an article that recently appeared about a famous rock musician who is now wearing hearing aids.

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192 Hits
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