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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.

Be you when the moment counts - example of destination marketing for hearing technologyThis is PART 2 of a series of two articles which looks 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 began by looking at the limitations of the current approach to marketing hearing technology before examining the principles and practice of a more effective approach that focuses on shaping consumer perceptions.

In Part 2 we put these 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.

This builds on many of the principles and philosophy of Destination Marketing outlined in "How to get people to want and like hearing aids".