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.
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.
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.
One of the most widely-held myths in hearing care is also one of the most damaging. It's the belief that, "Nobody wants hearing aids, do they?"
This, perhaps more than any other myth, is responsible for holding back the entire from becoming as acceptable to the public as eyecare or dentistry, and it's about time we addressed this head on – because if we don't, we'll be having this very same discussion ten, twenty, thirty years from now.
In this article we'll begin by looking at where this myth has come and why it's essential to eliminate it from our thinking if we're serious about wanting perceptions to change. We're then going to learn about powerful, yet simple, tools that each of us can use to get people to want and like hearing aids.
