hearing aid marketing survey report by claire e. cunningham
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Report of research findings on hearing aid marketingTRANSCRIPT
Hearing Aid Marketing
November 2010
A Research Report By
Claire E. Cunningham
HEARING AID MARKETING
INTRODUCTION
• Study conducted early fall 2010
• Recruitment by phone and online (LinkedIn, Twitter, Facebook, ZipAud)
• Survey completed online (SurveyMonkey)
HEARING AID MARKETING
INTRODUCTION (continued)
• Less than 100 respondents
• Results are qualitative
HEARING AID MARKETING• 75% of respondents were Au.D., HIS or
Licensed AudiologistsAre you a practicing hearing professional?
Doctor of Audiology
Audiologist
HIS
Other (Mktg., Etc.)
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
HEARING AID MARKETING
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
PERCENT
Newspaper adsYellow pages ads
Other ads (TV, radio, movie theater)Direct mail
Open housesEducational events (Lunch & learns)
Speaking engagements, presentationsNetworking
Social media/InternetPhysician referrals
Patient referralsOther
No marketing to attract new patients
TY
PE
S
What types of new patient marketing did your practice do in the past 12 months?
HEARING AID MARKETING
• Marketing types where the most money was spent were:
• Advertising (all forms)• Open houses• Direct mail
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
TY
PE
S
What are your top 3 areas for new patient marketing spending in a year?
HEARING AID MARKETING
• Marketing types that yielded the most new patients were:– Advertising– Open houses– Patient referrals– Physician referrals
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 adsYellow pages ads
Other ads (TV, radio, movie theater)Direct mail
Open housesEducational events (Lunch & learns)
Speaking engagements, presentationsNetworking
Social media/InternetPhysician referrals
Patient referralsOther
No marketing to attract new patients
TY
PE
S
Which activities got you the most patients over the past 12 months
HEARING AID MARKETING
• Most common retention marketing types were:
– Letters
– Phone calls
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
MA
RK
ETI
NG
TY
PE
S
How did you stay in touch with patients
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.
HEARING AID MARKETING
QUESTIONS and COMMENTS:
• Call Claire Cunningham at 1-763-546-0479
• Or email [email protected]