creating a new social norm for hearing care
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Our attitudes to hearing care have five key drivers:

  • KNOWLEDGE – Our current knowledge about hearing.
  • LANGUAGE – The language we use to describe matters relating to hearing.
  • EFFECT – The effect that a reduction in hearing has.
  • ABILITY TO TREAT – Our current ability to treat a reduction in hearing.
  • RESPECT – How much respect we have for our sense of hearing.

As an aid memorisation, these five drivers spell out the acronym KLEAR. These five drivers are often interdependent, as shown in Figure 1 below.


For example, our current ability to treat reduced hearing has a direct impact on the effect that reduced hearing has on ourselves and on others. Likewise, the language we use to describe hearing difficulties will contribute to the overall effect that reduced hearing has on someone, sometimes even preventing an individual from seeking available treatment.

This article provides an overview of the five drivers of attitudes to hearing care and how they relate to individuals and society. It is recommended that you read this article to familiarise yourself with the drivers before proceeding further.

Out of the five key drivers of attitudes to hearing care, two drivers can be identified as primary drivers:

  • Our current knowledge about hearing.
  • Our current ability to treat reduced hearing.

If we want to modernise public attitudes towards hearing care, we must first understand the purpose of our own hearing instead of simply taking it for granted.

It is through an intimate understanding and appreciation of what our hearing does for us – on a personal level and within society – that we gain respect for our sense of hearing. Only by having such respect ourselves can we can hope to instil the same in others.

IncreasingFootfallBrand new material, this annotated presentation explores how Hearing Care Providers can increase the number of people accessing their services whilst at the same time influencing a change in wider society's attitudes to hearing care.

The presentation looks at where footfall will come from, who the target audience needs to be, and what key messages and key goals need to achieved in order to create the right conditions for a domino effect, where new attitudes to hearing care are allowed to spread through society 'by themselves'.

Although presented within the context of the United Kingdom, many of the underlying principles are both practical and revelatory and so will be of relevance whichever country you are based in.

Developers of hearing technology, charities involved in hearing care, and policy makers will also find value in the presentation.

Download Increasing Footfall by Changing Attitudes [pdf]

Hand opening a box saying top secretThis is PART 1 of a series of two articles looking at how changing the way that hearing technology is marketed can increase hearing aid adoption, change the public's attitudes to hearing technology and better differentiate themselves in an increasingly homogenised market place.

In Part 1 we begin by looking at the limitations of the current approach to marketing before examining the principles and practice of a more effective approach that focuses on shaping consumer perceptions.

In Part 2 we will put the principles into practice with a worked-through example of a consumer-focused advert by an imaginary manufacturer as a way of demonstrating one way in which the new approach might be implemented.

It's a long article. But that's good, because there's less likelihood of your competitors reading it all the way through, which will give you a market advantage.