The New Consumer: New Patients, New Opportunities. Presenter: Mike Dalton Director of Retail Marketing Starkey Hearing Technologies

Transcription

1 The New Consumer: New Patients, New Opportunities Presenter: Mike Dalton Director of Retail Marketing Starkey Hearing Technologies

2 From the desk of our Attorney The views expressed in presentations made at International Hearing Society (IHS) educational events are those of the speaker and not necessarily of IHS. Presentations at IHS events, or the presence of a speaker at an IHS event, does not constitute an endorsement of the speaker's views. Download the slides at

3 = OPPORTUNITY

4 What is the opportunity?

5 NEW PATIENTS entering the market Today Almost 50 Million people are 65 and older (15%) 80 Million Boomers are between the ages of 50 and 68 (26%)

6 NEW PATIENTS visiting your practice 12 Million Baby Boomers are estimated to have hearing loss TODAY

7 Understand the attitudes & needs of our audience

8 HEARING LOSS STEPS EMOTIONAL PHASES BEHAVIOR STAGES PASSIVE TARGET Reflection ACTIVE TARGET Pre- Contemplation Contemplation Preparation Action Adoption Maintenance Lack of Awareness Shock & Denial Pain & Depression Anger & Bargaining Reflection & Loneliness Ready to Try Something Upward Turn Relapse/ Inaction Reconstruction & Working Through Things Acceptance & Hope Do Not Notice/ Ignore Signs Start Paying Attention Use Coping Mechanisms Talk with Professional Try HA Become Regular HA User Frustrating Experiences Trigger Experiences Identity Crisis

9 PRE-BUYING PRE-BUYING BUYING POST-BUYING RE-BUYING Stage 1 Contemplation (denial, anger, reflection) Stage 2 Preparation (ready to confirm loss) Stage 3 Action (loss confirmed, taking action) Stage 4 Adoption (adjustment, acceptance) Stage 5 Repeating (Loyalty) Reassuring Trustworthy Educating Validating Mission Based Empathetic Experienced Self Qualifying Affirming Familiar How you may be feeling, & what others like you have felt Hearing Journey, what to expect benefits of improved hearing, hearing test Types and styles of hearing aids, product benefits, comparisons, selection tools Relieve doubt, adjusting to new hearing aid, aural rehab Latest technology, insider tips, product testimonials PURCHASE

10 Learn how our patients feel and behave

11 Instead of one-way interruption, (today s) marketing is about delivering useful content at precisely the right moment when a buyer needs it. David Meerman Scott, The New Rules of Marketing and PR

12 CONNIE CONTEMPLATOR First time Purchaser (Pre Buyer) Damn it, I don t need hearing aids!

13 Frustrated, in denial PATIENT: Pre-Buying For Self BEHAVIOR STAGE: 1 Contemplation EMOTIONS: Denial, Anger CONTENT TYPE NEEDED: Reassuring CONTENT TONE NEEDED: Empathetic Does not think they need hearing aids May be experiencing interpersonal issues Beginning to withdraw from social situations Need to be counseled on life benefits of improved hearing Likely not considering hearing aids yet

14 PATTY PREPARER: First Time Purchaser (Pre Buyer) My kids keep telling me that I can t hear what they re saying.

15 Beginning to recognize that there is an issue with their hearing PATIENT: Pre-Buying For Self BEHAVIOR STAGE: 2 Preparation EMOTIONS: Ready to Confirm Loss CONTENT TYPE NEEDED: Trusted CONTENT TONE NEEDED: Experience Using coping mechanisms to hide hearing loss May be influenced by spouse or children who have been after them to get their hearing checked Need to be reassured and directed to a professional This individual may still not be considering hearing aids at this point Need to feel that they are working with someone they trust

16 BILL BUYER: First time Purchaser (Buyer) I guess I need hearing aids. How do I know what s right for me, and what I can afford?

17 Have confirmed their hearing loss PATIENT: Buying For Self BEHAVIOR STAGE: 3 Action EMOTIONS: Loss Confirmed, Taking Action CONTENT TYPE NEEDED: Educating CONTENT TONE NEEDED: Self Qualifying Realize that they need to do something but may not be ready to purchase right away Need to overcome concerns about stigma before they are in this stage Finances may have a significant influence on willingness to purchase Ready to be educated on product features and benefits

18 ALICE ADOPTER: Just Purchased First Set of Hearing Aids (Adopter) My hearing aids were really expensive and I just can t seem to get used to them.

19 Recently purchased hearing aids and may be having second thoughts PATIENT: Post-Buying For Self BEHAVIOR STAGE: 4 Adoption EMOTIONS: Adjustment, Acceptance CONTENT TYPE NEEDED: Validating CONTENT TONE NEEDED: Affirming May also be struggling with the adjustment Need to have their purchase validated Need to have their feelings of uncertainty addressed Need to be told what to expect and offered aural rehabilitation and counseling May benefit from aural rehabilitation

20 RAY REPEATER: Looking to replace hearing aids. (Re-Buyer) My old hearing aids are not working properly. Maybe I should start looking for new ones.

21 PATIENT: Re-Buying For Self BEHAVIOR STAGE: 5 Repeating EMOTIONS: Loyalty CONTENT TYPE NEEDED: Mission-based CONTENT TONE NEEDED: Familiar A Hearing Aid Veteran Recognizes that they need to replace their current hearing aids May have put off the purchase for a while May openly seek opinions of provider, friends, family or other influencers Likely do not have any brand affinity or preference Need to know Why the new product is right for them May still need empathy, reassurance

22 SARAH SUPPORTER Wife of hearing loss Sufferer. (Advocate) If he doesn t get hearing aids soon, I m going to leave him.

23 PATIENT: Advocate for Husband BEHAVIOR STAGE: 2 Preparation EMOTIONS: Husband Ready to Confirm Loss CONTENT TYPE NEEDED: Supporting CONTENT TONE NEEDED: Empathetic May be an influencer at any stage in the Hearing Loss Journey Likely experiencing frustration and interpersonal issues with individual with hearing loss Needs to have their feelings validated Need to be educated and be given tools to help their loved on through the process

24 Consider their generational influences

25 Patient Influences Raised during different eras, your patients have experienced different trends and events Senior (69+) Boomer (51 to 68) Gen X (35 to 50) Millennial (15 to 34)

26 Senior (69+)

27 Loyalty, Integrity, Respect Patriotic, Sense of commitment More loyal than Boomers Respectful of authority Appreciate a personal touch Straight forward

28 Service, Quality, Tradition Savers, keepers Value products that last Tradition, heritage Gaining ground technologically

29 Boomer (50 to 68)

30 Educated, Self-confident, Rebellious Many opportunities Less likely to deny themselves Question authority Consultative approach Less loyal than Seniors

31 Optimistic, Independent, Individualistic Gain vs. lose 10 years younger 80% will work past retirement age Generous (Contribute 43% of all giving) Less like everyone else Customized products

32 Information-seeking, Connected Will research before they buy Comfortable trying new devices Current & connected Technologicallyadvanced

33 Gen X (35 to 49)

34 Driven, Independent, Skeptical Seen economic highs & lows Risk-averse, expect value Look at things critically Will resist a sales pitch Very technologicallyadvanced

35 Millennial (15 to 34)

36 Realistic, Diverse, Connected! Very influential of parents Most diverse of all US generations Interested in social causes Will only look online Will share the good and the bad

37 Shared Decision Making An integrative process between a patient and clinician that: Engages the patient in decisionmaking Provides the patient with options Incorporates patient preferences and values into the treatment plan

38 Apply that learning to all patient touch points

39 Create value at every touch point Reach your patients at the time and place where you can most influence their decisions Referrals Testimonials Foundation Thank you Card Social Media Invoice Events Clean & Check Follow-up Call Post Purchase Reminder Card Aural Rehab Customer Support Location Signage Community Involvement Advertising WOM Appointment Setting Pre- Purchase Consumer Websites Lobby PR Parking Audiologist Purchase Packaging PPC Staff Take Home materials Exam Room Promotion Direct Mail Brochure Social Media Referral Word of Mouth Patient Ratings Physician Family Friends Co-Workers Influencers

40 And consider what s working today

41 Television: BOOMERS DRIVE GROWTH BEST FOR BUYING BOOMERS/SENIORS Seniors lead in viewership, Boomers will drive future growth Boomers are the heaviest web surfers while watching TV Layering TV with digital/traditional efforts is best

42 Newspaper/Direct Mail: TRENDING DOWNWARD BEST FOR BUYING SENIORS Readers are mostly over 65 Still can grab the attention of buyers, but has been declining for the last 10 years As seniors become more Web savvy, this trend will escalate

43 As well as new channels

44 Website: YOUR NEW FRONT DOOR CRITICAL FOR ALL PRE-BUYING AUDIENCES Everyone is online today The first impression of your practice Make it a PRIORITY Efficiently reach patients earlier in the process Think engagement testimonials, photos, apps

45 .com Insights: MOBILE Web visitors are increasingly mobile 61% are using mobile and table devices (up from 26% in 2014) Mobile and tablet traffic continues to grow Mobile visitors are slightly younger, but 65+ still outranks all other age ranges

46 .com Insights: UPPER FUNNEL Patty Preparer has distinct behavioral patterns Seeking content to confirm hearing loss, like the hearing test Conducting pre-buyer research, like understanding styles and technologies available Both happen before she visits a professional to confirm her loss

47 .com Insights: LOWER FUNNEL Returning users are more likely to schedule an appointment New visitors browse the website. They spend less time on each page, but view more pages Repeat visitors are goal-oriented. They visit fewer pages, but spend more time on each page

48 .com Insights: APPT BOOKING Seniors (65+) are not afraid to use online forms to schedule an appointment They have the highest propensity to fill out a form than any other age group Males and females are equally likely to schedule an appointment online

49 .com Insights: APPT BOOKING The majority of appointments (51%) are being scheduled on desktop Mobile device conversion rate is 124% higher than desktop Utilize mobile-friendly appt. web forms

50 Search: THE ROAD TO YOUR PRACTICE CRITICAL FOR ALL PRE-BUYING AUDIENCES 84% of Boomers and Seniors use search to gather information Drives a variety of online and offline actions Relevancy, Familiarity, and Trust all influence what is clicked on

51 .com Insights: SEARCH If you had a hearing loss, how would you research it online?

52 .com Insights: SEARCH Web visitors no longer type in the site URL. They start with Google 50-70% of.com traffic is driven by Google Other

53 LinkedIN: LARGEST BUSINESS NETWORK BEST FOR PROFESSIONAL, BOOMERS Half of LinkedIn users are 45+ A great recruiting/networking tool More professional than FB or Twitter Considered less risky than other networks Provides a focused community for patients 60+ groups for hearing loss

54 Facebook: LARGEST SOCIAL NETWORK BEST FOR POST-BUYERS/REFERRERS 70% of Boomers use Facebook today 60% of Seniors use Facebook today Develop your brand identity and show your human side May eventually replace your current website

55 Google+: ON FACEBOOK S TAIL BEST FOR PRE-BUYING BOOMERS The second largest social network Growing twice as fast as Facebook Can significantly impact on Search Engine Optimization (SEO) Be among the first industry voices on the network

56 Twitter: FASTEST GROWING BEST FOR YOUNG INFLUENCERS TODAY Boomers are the fastest growing (80% growth rate) Shorter content format An invitation to learn more about your brand Best for acquiring targeted connections and sharing content

57 YouTube: OWNS THE CROWD BEST FOR YOUNG INFLUENCERS, GROWING AMONG OLDER ADULTS The most underutilized platform for business Enables you to bring your brand to life Builds credibility through testimonials 75% of Boomers and Seniors have taken action as a result of an online video

58 Marketing: ALIVE AND WELL BEST FOR RE-BUYING BOOMERS/SENIORS An under-utilized marketing tactic Highly targeted retention vehicle Significantly less costly than direct mail Use MyStarkey and social platforms to capture addresses

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60 ANSWER 3 QUESTIONS Why would someone need your services? New Patient, Advocate, Existing Patient What do they value? How do they behave? What stage are they in the journey? Senior vs. Boomer? Why should they work with you? Walk in their shoes Ask your patients why they come to you

61 Every day 10,000 Boomers turn 65

62 Contact Mike Dalton on or Visit