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Hearing aid marketing survey report by Claire E. Cunningham

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Report of research findings on hearing aid marketing

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Hearing aid marketing survey report by Claire E. Cunningham

  1. 1. Hearing Aid Marketing November 2010 A Research Report By Claire E. Cunningham
  2. 2. HEARING AID MARKETING INTRODUCTION • Study conducted early fall 2010 • Recruitment by phone and online (LinkedIn, Twitter, Facebook, ZipAud) • Survey completed online (SurveyMonkey)
  3. 3. HEARING AID MARKETING INTRODUCTION (continued) • Less than 100 respondents • Results are qualitative
  4. 4. HEARING AID MARKETING • 75% of respondents were Au.D., HIS or Licensed Audiologists Are you a practicing hearing professional? Doctor of Audiology Audiologist HIS Other (Mktg., Etc.)
  5. 5. HEARING AID MARKETING • The most common types of new patient marketing programs were: – Referrals (physician and patient) – Advertising (newspaper, phone directory, other) – Open houses • Next most common were: – Social media/internet – Networking – Direct mail
  6. 6. HEARING AID MARKETING 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% PERCENT Newspaper ads Yellow pages ads Other ads (TV, radio, movie theater) Direct mail Open houses Educational events (Lunch & learns) Speaking engagements, presentations Networking Social media/Internet Physician referrals Patient referrals Other No marketing to attract new patients TYPES What types of new patient marketing did your practice do in the past 12 months?
  7. 7. HEARING AID MARKETING • Marketing types where the most money was spent were: • Advertising (all forms) • Open houses • Direct mail
  8. 8. HEARING AID MARKETING 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% PERCENT Newspaper ads Yellow pages ads Other ads (TV, radio, movie theater) Direct mail Open houses Educational events (Lunch & learns) Speaking engagements, presentations Networking Social media/Internet Physician referrals Patient referrals Other No marketing to attract new patients TYPES What are your top 3 areas for new patient marketing spending in a year?
  9. 9. HEARING AID MARKETING • Marketing types that yielded the most new patients were: – Advertising – Open houses – Patient referrals – Physician referrals
  10. 10. HEARING AID MARKETING 0.0% 2.0% 4.0% 6.0% 8.0% 10.0%12.0%14.0%16.0%18.0%20.0% PERCENT Newspaper ads Yellow pages ads Other ads (TV, radio, movie theater) Direct mail Open houses Educational events (Lunch & learns) Speaking engagements, presentations Networking Social media/Internet Physician referrals Patient referrals Other No marketing to attract new patients TYPES Which activities got you the most patients over the past 12 months
  11. 11. HEARING AID MARKETING • Most common retention marketing types were: – Letters – Phone calls
  12. 12. HEARING AID MARKETING 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% PERCENT Phone calls Letters Newsletters Greeting cards Social media No patient retention marketing MARKETINGTYPES How did you stay in touch with patients
  13. 13. HEARING AID MARKETING CONCLUSIONS • Hearing aid practices should focus more attention on patient and physician referrals. (Low cost; high yield) • Few practices do a thorough job of patient retention marketing.
  14. 14. HEARING AID MARKETING QUESTIONS and COMMENTS: • Call Claire Cunningham at 1-763-546-0479 • Or email clairec529@msn.com

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