Most hearing aid marketing does not resonate with me. Pictures of smiling seniors without a hearing aid in sight — what does that have to do with helping me hear better at work or in a loud restaurant? I think the industry can do better. In my latest article for Ida Institute, I explore a new approach to hearing aid marketing that would help lower stigma and perhaps even boost uptake. An excerpt from the piece is below. Read the full article on Ida Institute.
Where are the Hearing Aids?
People with hearing loss are looking for information and solutions, not stock photos or unrealistic expectations. Hearing aids are wonderful devices, but even with them, communicating with hearing loss is hard a lot of the time. The people living with hearing loss know this intrinsically, so when the imagery paints a rosier picture, it does not feel authentic.
The best audiologists practice person-centered care right from the beginning — even as they are enticing clients to walk through their door. Credible marketing helps attract motivated patients who understand that both hard work and relief lie ahead.
Tips for Better Hearing Aid Marketing
Here are my tips for improving your clinic’s marketing. Please share your ideas in the comments.
Use realistic images
Instead of selling a fantasy, share communication best practices and other useful information on your site. This demonstrates knowledge and can be useful to both current and future patients. If the content on your site makes it look too easy, your patients are likely to be disappointed that the devices don’t work perfectly right out of the box like glasses do.
Lead with communication
Use your marketing to educate. One ad could ask, “Do you get the attention of your family member with hearing loss before speaking?” and explain why doing so is important: “Alerting them before speaking gives them a chance to prepare and makes it more likely they will catch what you are saying right from the start.” The image could be of someone doing exactly that.
Address issues that are important to potential clients
Focus on the problems people are likely having with their hearing loss and suggest ways that hearing aids can help solve them. In these COVID-19 times, content featuring the difficulty of communicating with people wearing masks or the challenge of hearing on a video conference call would not only ring true, but would also help potential clients feel understood.
Marketing shouldn’t promise the world, but by acknowledging how hearing aids can improve communication, you position yourself as a purveyor of solutions. And that’s what people with hearing loss are seeking.
For more discussion on each of these points see the full article.