Audira Articles

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

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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The missing ingredient for increasing hearing aid adoption

What's wrong with this picture? What's the missing ingredient (and don't say hair).

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..."

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