Transformation, Hollywood Style! Patients evolving preferences, emerging growth segments and how to prepare for these changes

Transcription

1 Transformation, Hollywood Style! Patients evolving preferences, emerging growth segments and how to prepare for these changes Alina Urdaneta Debra Ludgate

2 Objectives today 1. How to create consumer engagement and move them to take action 2. Tactics for stages of the patient journey: From awareness to sales 3. Transforming your brand to appeal to broader audiences

3 In the context of. 1. Consumer Electronics Industry pushing for a path to make and sell low cost hearing aids direct to consumer 2. FDA considering creation of a class of over-the-counter direct to consumer hearing aid 3. FTC examining competition and consumer protection issues in our industry

4 How to create consumer engagement and move them to take action

5 Average age of first time hearing aid owner: 63 MarkeTrak 9: A New Baseline, estimating hearing loss and adoption rates and exploring key aspects of the patient journey. Hearing Industries Association 2015

6 Relevant facts about boomers 1. Independent and self-assured 2. Competitive 3. Staying in workforce longer 4. Fastest growing segment of technology consumers: Technology = Freedom Tech.co Baby Boomers Gain Freedom Through Technology. H.E. James 2016 Jessica Naziri, Special for USA TODAY. Senior tech helps baby boomers come of digital age. Jan 2015

7 Pew Research Nov 2016: Social Media Update MarkeTrak 9, %+ interacted with social media, specifically to research hearing difficulty. Social Media Update 2016 Pew Research by Shannon Greenwood, Andrew Perrin and Maeve Duggan MarkeTrak 9: A New Baseline, estimating hearing loss and adoption rates and exploring key aspects of the patient journey. Hearing Industries Association 2015

8 Zooming in on boomer attitudes Hear better in restaurants, speech clarity in noise Rechargeable like all my other devices Use while doing sports: handle water, sweat Control hearing aids from my smartphone Stream audio from my devices & apps: A wireless headset MarkeTrak 9: A New Baseline, estimating hearing loss and adoption rates and exploring key aspects of the patient journey. Hearing Industries Association Survey: 2015 AARP Life@50+

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10 29% researched online after visit 66% online search 24% online reviews 21% online testimonials 35% researched online before visit MarkeTrak 9: A New Baseline, estimating hearing loss and adoption rates and exploring key aspects of the patient journey. Hearing Industries Association 2015

11 Tech Reviews Program Hearing Aids Enter The 'Autonomous Listening' Age 10 Medical-Device Wearables To Improve Patients Lives

12 21% perform hearing screening 78% complied MarkeTrak 9: A New Baseline, estimating hearing loss and adoption rates and exploring key aspects of the patient journey. Hearing Industries Association 2015

13 Zooming in on boomer attitudes: Preserving health and wellness Untreated hearing loss can cause cognitive decline and is associated with the early onset of dementia². Along with depression, patients with untreated hearing loss are known to experience anxiety, paranoia, relationship problems and stress⁶. Hearing loss is tied to 3-fold higher incidence of injurycausing falls³. 21% of diabetics have hearing loss compared to 9% of nondiabetics¹. Low-frequency hearing loss is associated with cardiovascular disease; could be an early marker for higher risk of stroke⁴. 1 NIDCD, Annals of Internal medicine 2008, 2 Johns Hopkins Medicine. Hearing Loss Accelerates Brain Function Decline in Older Adults 2013, 3 USNews.com. Hearing Loss Triples Risk of Falling Study 2012, 4 Medical College of Wisconsin, Department of Otolaryngology and Communication Sciences. Audiometric pattern as Predictor of cardiovascular Status: development of a model for assessment of risk 2009, Friedland DR, 5 American Tinnitus Association. Ototoxic Brochure by League for Hard of Hearing 2012, 6 HearingAids.com. Hearing Loss & You

14 Tactics for stages of the patient journey: From awareness to sales

15 21% perform hearing screening 78% complied 29% researched online after visit 35% visited stores 66% online search 24% online reviews 21% online testimonials 35% researched online before visit MarkeTrak 9: A New Baseline, estimating hearing loss and adoption rates and exploring key aspects of the patient journey. Hearing Industries Association 2015

16 Nurturing & directing the patient journey Relevant content Surveys Contests Technology Preferred vehicles Social media Online syndication Blogs Lifestyle & Health Testimonials Reviews Video interviews Our websites To their favorite devices

17 Signiausa.com designed for a mobile world Responsive design for 69% of boomers have smartphones Scrolling design for 45% of the traffic to signiausa.com 12.93% 31.73% 55.33% Desktop Mobile Phone Tablet

18 Awareness: Spotlight on issues

19 Consideration: Signia online community Facebook drives 38% of all visitors to Signiausa.com 3% 5% 33% 21% 38% Facebook Google Yahoo Bing Other Online Community drives 71% of sales conversions, converting at 6% per year We spend effort and $$ building our/your online community 19

20 Sales: Online continuous campaign Awareness Advertising Consideration Education Pomotions Remarketing / Rebate Sign-up Conversion Purchase Newsletters s

21 Creative tested constantly

22 It s Your Choice Campaign Patients Wait 6.7 Years to Get Hearing Aids, Causing: Discomfort at social events Friends and family pull away Negative career impact Less interest in travel Depression Top Comment After Getting Hearing Aids: I Wish I Hadn t Waited So Long! Goal of this Campaign is to Get Prospects to Stop Waiting!

23 It s You Choice Campaign At-a-Glance IYCC Infographic Internet-Based Reality Series Three Americans with compelling stories who have never used hearing aids Video crew follows participants through the process Pre-interviews (participant, family, friends) Fitting Final reveal (symphony, grandkids, etc.) Stories are woven together and shown in serialized fashion Promotion on national online and social media channels

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25 You Can Nominate Participants Send participants to the Website to Enter: Make sure they enter your company name under practice Participant gets full fitting for free Signia will pay you for this Your practice will be featured on our reality series excellent promotional opportunity Enter as many as you like: Compelling story Fun, engaging personality

26 What s In It For You A pair of free hearing aids for your patient Signia will pay for your fitting services You will be part of the IYCC national reality series Promotion is social media and online vehicles Use of the story as part of your marketing efforts

27 Transforming your brand to appeal to broader audiences 5 things you can do

28 Transforming your brand to appeal to broader audiences Meet your prospects where they are: Online advertising is easier and more reasonable than ever Crescendo will design, optimize and report on your turnkey online & social media campaigns

29 Transforming your brand to appeal to broader audiences Build your online reputation through patient reviews & testimonials: Ask for online reviews from patients and feature them on your practice website, social media properties and review sites. Signia is always looking for good patient stories Crescendo will create and produce videos with your patients

30 Over 20% find testimonials influential

31 Transforming your brand to appeal to broader audiences Spend effort building your online community: Capture in patient intake form Online form: On your website On your campaign landing page Engage with patients through & Facebook It s easy!

32 Transforming your brand to appeal to broader audiences The case for offering TeleCare App: Your practice using technology to deliver: Convenience, engagement & satisfaction TouchControl App: Most used hearing aid app in the world TeleCare App: Used by 1,000+ HCPs

33 Transforming your brand to appeal to broader audiences The case for treating tinnitus: Distinguish your practice Huge market Over 30% of organic searches to Signia & BHI pages are tinnitus-related Signia can help with: Education & Resources TPA Certification Marketing & Consumer seminars

34 Tinnitus in your practice = Growth Signia has a complete line of products with Tinnitus therapy Masking and calming sounds New Notch Therapy TPA certification last November sponsored by Signia for 40+ customers Vanessa Lee s initiative Quarterly Community outreach Comprehensive marketing including database mailers, newsletter, direct mail, social media, and a stint on local TV A lunch & dinner seminar with over 80 attendees

35 Video of Vanessa

36 Takeaways 1. A totally new consumer segment has emerged with very distinct interests and motivations 2. Online and social marketing play a critical role in educating and creating preference for your brand in emerging new patient groups 3. Put time and effort to equip your practice with relevant offerings for this group, and market to them with content and vehicles focused on their issues and their journey 4. Building a qualified online community through social media and systematically nurturing it can become a virtuous cycle 5. Signia and our Aspire partners can help you thrive and become more competitive in this evolving environment

37 Thank You