Let s communicate. Let s start building business together

Transcription

1 Let s communicate Let s start building business together

2 Content 4 The market is changing 6 Strong partnerships bring strong results 8 Let s partner 10 We can never know too much about people 11 Tested with 1,500 consumers 12 We will help keep you ahead of the rest 14 The right tools to create outstanding results 16 Consumer marketing and retention based entirely on consumer insights 18 Signing up 2

3 3

4 The market is changing Are you prepared? As society evolves, so do people and their hearing needs. We have learned through extensive research how consumer needs and expectations are changing. We must all be prepared to meet these new demands. At Oticon, we know that coming first depends on putting people first. That s why we listen and innovate accordingly to ensure people with hearing loss are empowered to communicate freely, interact naturally and participate actively. But we know that addressing the needs of hearing care professionals is critical if we are to make this happen. Our promise is to assist you by providing the tools and support you need to maximise opportunities for people with a hearing loss and grow your practice. We share the same goals. Let s reach them together. 4 Did you know? 9 out of 10 reasons why customers are satisfied with their hearing solution are the result of actions with their hearing care professional?

5 This is how we are geared up to deliver our promise Our passion for empowering people, and hearing care professionals, drives us to consistently set new standards in hearing care Empowering people People are our starting point We are in constant dialogue with our markets, listening to the personal and professional challenges that consumers, their families and hearing care professionals face every day. Audiology Hearing solutions Technology Innovation People insight Counselling and fitting Support Business support Innovation is our means Based on our commitment to continued leadership in four areas audiology, technology, counselling and fitting, and business support we develop innovative hearing solutions and support services to meet the needs our insights reveal. Empowering people is our shared goal The ultimate goal of everything we do is to help you empower your customers to communicate freely, interact naturally and participate actively. 5

6 Let s empower people together Strong partnerships bring strong results Retention Fitting & Service Counselling Information Awareness Empowering people Hearing solutions Completely updated product portfolio Oticon Partner Program Audiology Counselling and fitting Hearing solutions Technology Support Business support Support Consumer Marketing Toolkit Counselling Toolkit Retention Toolkit Counselling support Innovation People insight Having a completely updated product portfolio is part of the answer to maximising your potential. But guiding clients through the hearing care process requires the right support and tools from a capable partner. 6

7 The new Oticon Partner Programme will take some of the work out of attracting, activating and retaining all types of clients, and is designed to help you become better life quality providers. An integrated solution, you can expect a continuous update of products and support that mirror the needs of your practice. At Oticon, we are committed to ensuring that you survive and thrive in a changing marketplace. Training and education Events support Counselling and fitting support Marketing support Business support Completely updated product portfolio What can the Oticon Partner Programme do? Generate more Strengthen your Optimise your time with Offer you exclusive traffic to your position as a life NEW and innovative insights and tools to help practice and quality provider counselling and fitting you match the needs of build loyalty support your clients with the goals you set for your practice 7

8 Let s partner Let s communicate Let s empow

9 er people Let s do it together

10 We can never know too much about people At our international research centre Eriksholm, at our headquarters, country organisations, and also out in the field, we continuously bring together the people who can help us create better product and support solutions. From scientists and anthropologists, to hearing care professionals, consumers and their families, our aim is to share knowledge, develop understanding and identify new areas for research and development. Our insights showed why people are reluctant to visit hearing care professionals what people expect when they visit a hearing care professional why they do and don t purchase a hearing solution what factors influence their purchase decisions how many hearing care professionals they have visited and why what information they want prior to a visit Did you know? A typical practice spends 40% of its time with new clients 65% of people are interested in a hearing solution but over half do not buy on their first visit 51% visit two or more HCPs before making a decision and 20% state they did not get the information they needed The ability to trial hearing instruments ranks in the top three most important reasons for faster decision making but 34% do not get the opportunity to do so 29% feel trust is one of their top three most important criteria, yet 40% of these people do not feel they can trust their HCP 10

11 Tested with 1,500 consumers We have recently gained brand new insights from the biggestever international end consumer survey. This has helped us to enhance our consumer marketing and counselling support and help you turn some of your biggest challenges into your best potential. The consumer study was conducted in five countries and involved around 1,500 people a 50/50 mix of experienced hearing device wearers and people who are aware of their hearing loss but have yet to do anything about it. Helping people to take ownership for their hearing loss is a multi-step process. The results revealed several key insights and crucial information which have now been integrated into our new Consumer Marketing Toolkit, including advertising, POS material and direct mail campaigns. In addition, we have created a new suite of insight-based counselling tools to help you better motivate all types of clients, wherever they are in their patient journey. Insight 2 We also tested several ways of communicating in order to define the key emotional and rational triggers that encourage consumers to learn more about hearing and hearing loss, contact their local hearing professional, and buy. Desirability hearing devices as desirable, discreet and natural communication tools The primary factors driving consumers to want to know more about modern hearing solutions are discreet design, natural hearing and comfort. Insight 1 Trustworthiness the HCP as the trusted expert not the pushy salesman A new way of communicating was proven to be highly effective in building trust, motivating people to find out more about hearing loss and to contact their local hearing care professional. Destigmatisation you are not alone Insight 3 Perceptions of ageing remain a significant obstacle to hearing device adoption, and prevent more people from taking the next step at different stages of a hearing journey. However, when confronted with general facts about hearing loss, for instance that one in two people over the age of 50 have difficulties understanding speech in noise, consumers are more likely to seek more information from their local hearing care professional or online. 11

12 We will help keep you ahead of the rest Having what you need to meet the expectations of an increasingly demanding marketplace is essential to optimal client satisfaction and good results Every day you rely on a dependable order system and short lead-time on products and services. That s why we are dedicated to giving you operational excellence and the best day-to-day support. The Oticon sales force is trained to assist you at any time with information, advice and material. Our new research insights have helped us to develop new counselling tools in partnership with the Ida Institute, Denmark as well as a new motivational Consumer Marketing Toolkit and Retention Toolkit. They are based on tested triggers from nearly 1,500 respondents with hearing difficulties over the age of 55. These three new toolkits have everything you need to attract and motivate more first time users, or activate more experienced users, and are designed to improve the efficiency of hearing care professionals marketing and counselling activities. Awareness Consumer Marketing Toolkit: Tested marketing activities Traffic building kit for first time users Information Contact Identifying needs & solutions Reinforcement Fitting & Purchase Counselling Toolkit: New first time user counselling tools developed in co-operation with IDA Institute Activities: Patient Journey Pre-counselling leaflet Counselling tools and training Follow-up leaflet for TNS Adaptation Living with hearing aids Need for improvement Retention Toolkit: A retention toolkit targeted to build loyalty and create retention. Mail program for existing users. Mail program for dependant users 12

13 Your best opportunity in 2010 to attract, activate and retain more clients than ever before First time users Experienced users Power users Lead generation Information Counselling Fitting & Service

14 14 We assist you

15 The right tools to create outstanding results A new suite of insight-based tools to assist your clients in their journey to better hearing and help you learn more about their needs at different stages. A first-class interaction between client and hearing care professional is vital to securing acceptance and satisfaction. Our new motivational counselling tools and approaches are based on the patient journey and developed in cooperation with the Ida Institute. They include pre-counselling tools, training and follow-up leaflets for people who have been tested but did not buy a hearing solution. Oticon counselling tools and support Patient journey Insights gained from studying users and their lives have provided information for a tool to recognise the stages that your clients experience on their journey to better hearing, and marks the foundation for all other counselling tools. Pre-counselling A tool designed to give to clients prior to consultation that can help them to recognise their hearing loss and help you to manage their expectations about what will transpire during the consultation. This tool also includes a client survey so you can learn about your clients expectations and needs. Counselling tools Practical, easy-to-use counselling and fitting tools and support including in-office training, remote online support and audiological hotline assistance. Follow-up Segmented electronic and offline direct mail material designed to sustain a long-term relationship between you and your clients, based on insights from the survey. 15

16 Modern hearing care is about more than just hearing your best. Sophisticated, easy-to-use technology and discreet yet functional design combine to empower you to participate actively and confidently in any situation. And you decide exactly how it all Modern hearing care is about more than just hearing your best. Sophisticated, easy-to-use technology and discreet yet functional design combine to empower you to partici-pate actively and confidently in any situation. And you decide exactly how it all Consumer marketing and retention based entirely on consumer insights Our new Consumer Marketing Toolkit is designed to help you attract more new clients, while the Customer Retention Toolkit will help you forge loyal relations with your existing ones. Packed with ready-to-use, customisable elements, the Consumer Marketing Toolkit takes the worry and time out of preparing promotional campaigns yourself. Through a variety of different online and print mailings, people are invited to take advantage of new opportunities in modern hearing care. All traffic-building elements are specifically designed to tap into rational and emotional triggers tested to motivate people who have not yet done anything about their hearing loss to act. People are invited to make an appointment for a hearing test or to take advantage of a free trial so they can experience the difference a modern hearing care solution can make. Our insight based Retention Toolkit will help you to further strengthen your relationship with your existing client base. Point of sale material is designed to highlight just how petite, discreet and beautifully designed modern hearing care solutions can be, and how they can literally open up people s worlds and help them gain confidence. You and your clients will also benefit from our brand new consumer website that has been created to alleviate many of the fears that prevent people from taking the first contact or purchasing a solution. Consumer Marketing Toolkit Ads Inserts Mailings & open house invitation s Website POS Retention Toolkit Mailings s How can anyone know about my hearing loss when it s so easy to keep secret? Call us now to arrange a free 30-day trial To find out more, call us on Ads How can hearing loss be an issue when this is the solution? Call us now to arrange a free 30-day trial without obligation Inserts 16

17 To Navne Navnesen Gade vej 12 Dk 5566 By Do you sometimes need to ask people to repeat something they just said? Or do your family or friends ever complain about the volume of your TV? Both are signs that your hearing could be better than it is today. Don t let something which is completely normal become a problem The myth is that hearing loss happens to somebody else. But the reality is that it is a completely natural part of life. More than a third of all people over the age of 50 have some degree of hearing loss. In fact the most common cause of hearing loss is age. So if you are over 50 and you have to turn up the volume on the TV, don t worry, you re perfectly normal. Time is an issue though and the earlier your address a hearing loss the better. As your hearing begins to fade you will slowly forget how things really sound and this will get worse with time. In fact you can compare your hearing to your muscles. The more stimulation you can get, the fitter you will be. Modern hearing care is all about you and your needs The days of big, ugly and noisy hearing devices are long gone. Today s petite, discreet, lightweight and hardwearing hearing instruments can be fitted exactly to your needs. Which means your family and friends will not know you re wearing one and neither will you. Like many other things in life, it s about letting technology help where help is needed. Get a free hearing examination and peace of mind Now is a very good time to find out if your hearing could be better and your quality of life as a result. You are welcome to phone us to book a full hearing examination for free. A relaxed consultation with one of our trusted professionals can only put your mind at ease. Kind regards <insert local dispenser name> From: Subject: Date: To: Do you sometimes need to ask people to repeat something they just said? Or do your family or friends ever complain about the volume of your TV? Both are signs that your hearing could be better than it is today. Why not find out if everything is ok? We would like to offer you a free hearing test with one of our trusted professionals. Like many other things in life, it s about letting technology help where help is needed. Give us a call or reply to this to book your free appointment. Kind regards, PS: The offer of a free, full hearing examination runs only until <date>. So please <local dispenser name> book your free test now. Call us today on or send an . The days of big, ugly and noisy hearing aids are long gone. Today s petite, discreet, lightweight and durable hearing devices can be fitted exactly to your needs. That means your family and friends will not know you re wearing one and neither will you. Take a closer look at modern hearing care > The myth is that hearing loss happens to somebody else. But the reality is that it is a completely natural part of life. So if you are over 50 and you have to turn up the volume on the TV, don t worry, you re perfectly normal. Time is an issue though and the earlier you address a hearing loss the better. You can compare your hearing to your muscles. The more stimulation you can get, the more fit you will be. Learn more about your hearing > Ask your hearing care professional how modern hearing care by Oticon allows you full access to communication and entertainment Did you know that one in six adults have a hearing problem? How can engaging with modern lifestyle devices be an issue when this is the solution? Dear <Name of Recipient>, Dear <Name of Recipient>, Did you know that one in six adults have a hearing problem? Hearing loss is not a problem 30-day free trial available now! PS: The offer of a free, full hearing examination runs only until <date>. So please book your free test now. Call us today on Modern hearing care is all about you xxxxxxx Mailings & open house invitation Get a free hearing test and peace of mind s Website POS 17

18 Signing up is the first step in maximising the potential of your practice Oticon is a company driven by a dedication to doing things better. Our innovative culture is geared to meet the needs of a changing world and a changing marketplace. As professionals dedicated to doing what we do, we share the same goals: to ensure that people are empowered to get the most out of their hearing through the best personalised solutions and service, and to build trust in the hearing care industry. We d like to hear from you. We are only a call or away and happy to talk to you in depth about how we can help you attain the goals you have set for your clinic in the second half of 2010 and beyond. Call your local Oticon representative or visit to learn about the latest initiatives, sign up for our e-newsletter or discuss and share your insights and key learnings with your peers and us. Call your local Oticon representative or visit 18

19 Let s work together to make 2010 a year of better hearing for everyone! 19

20 People First is our promise to empower people to communicate freely, interact naturally and participate actively UK /