Reach­ing ears VIA HEART­STRINGS

Some­times a sin­gle in­sight is all it takes to trans­form an en­tire busi­ness. For Bay Au­di­ol­ogy it was the re­al­i­sa­tion that fam­i­lies are di­vided by hear­ing loss and that au­dio tech­nol­ogy can be the thing that brings them back to­gether.

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The chal­lenge

Ki­wis are known the world over for their stoic at­ti­tude. While that might be help­ful in cre­at­ing a na­tional iden­tity, it’s not so great when you’re look­ing to help Ki­wis suf­fer­ing from hear­ing loss.

That fact, not to men­tion the per­cep­tion that ‘ hear­ing aids are for old peo­ple’, stood be­tween Bay Au­di­ol­ogy and its fu­ture plans. In or­der to open up new au­di­ences, it de­cided on a r es­earch­driven approach look­ing for in­sights that could cre­ate per­sonal and emo­tional con­nec­tions with the topic.

Qual­i­ta­tive groups painted a telling story of emo­tional dis­tance, that hear­ing loss was a bur­den and suf­fer­ers missed mo­ments of laugh­ter or in­ti­macy.

A new nar­ra­tive had to be cre­ated to reach an au­di­ence who could well be deny­ing they even have a prob­lem. From there came an epiphany that changed ev­ery­thing.

Sim­ply put, it was about fo­cus­ing on peo­ple, not pa­tients.

The re­sponse

While the ini­tial task was to cre­ate mo­ti­va­tion to book an ap­point­ment to cre­ate real busi­ness value, Bay Au­di­ol­ogy would have to lift the emo­tional quo­tient to a point that put the cost in per­spec­tive against the value of the in­di­vid­ual’s well­be­ing and those around them.

At the heart of the mar­ket­ing pro­gramme was a se­ries of pre-recorded unscripted mes­sages from the spouses and chil­dren of peo­ple who suf­fer hear­ing loss. Th­ese suf­fer­ers were then ca­joled into hav­ing a hear­ing test in which they lis­tened to the mes­sages while hid­den cam­eras recorded their re­ac­tions.

Peo­ple watched on­line and on TV and recog­nised them­selves and their loved ones in the st ories cre­ated, spark­ing hon­est con­ver­sa­tions about the e ffects of hear­ing loss on their fam­ily.

The re­sults

The cam­paign cre­ated an im­me­di­ate and mea­sur­able re­sponse from peo­ple whose defin­ing health is­sue made it dif­fi­cult f or them to re­spond to their loved ones, let alone mar­ket­ing mes­sages.

Post anal­y­sis showed 40 per­cent of view­ers took some di­rect ac­tion on see­ing the ac­tiv­ity, mak­ing an im­me­di­ate im­pact through web and 0800 chan­nels. Qual­i­fied calls to the 0800 num­ber in­creased by 29 per­cent against the pre­vi­ous four month cam­paign pe­riod and Bay Au­di­ol­ogy en­joyed month-on-month growth of be­tween 10 per­cent and 36 per­cent.

All of this trans­lated into sales, with the com­pany en­joy­ing its big­gest month on record in March 2017.

“We turned emo­tion into ac­tion. Love for one’s fam­ily and friends is the most pow­er­ful mar­ket­ing as­set we have,” says the com­pany.

“The re­sults were im­me­di­ate, and the gains will be long t erm.”

Love for one’s fam­ily and friends is the most pow­er­ful mar­ket­ing as­set we have.

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