creating a new social norm for hearing care
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International Hearing Society (IHS)

Baby Boomer Marketing: It's not what you think

PDF of the webinar given to IHS on Wednesday 24 June 2015. Explains why the Baby Boomer generation expects hearing care to take a different approach to the way it has marketed itself to the over 50s in the past, and helps hearing healthcare professional understand what makes this generation unique.

To view the webinar please get in touch with IHS.

Purpose Driven Hearing Care

Presentation given at the 63rd Annual IHS Convention & Expo on September 18-20 204 in Palm Springs, California.

Becoming Part of the Paradigm Shift — Tools to Change Society’s View of Hearing Healthcare

Closing keynote presentation at the 63rd IHS Convention & Expo in Palm Springs, California.

Consumers are filled with perceptions about hearing aids and hearing healthcare that prevents them from ever entering a hearing healthcare office. The manner in which we typically market our services, and speak to our patients, is likely contributing to this negative attitude.

As hearing healthcare providers, we all have the ability to shift these cultural norms through a systematic approach that motivates the consumer to want to have their hearing checked. In this motivating and enlightening seminar, attendees will discover the tools needed to be a part of a paradigm shift that could potentially change the way society views their hearing.

In every area of life we are exposed to messages that prepare us for something that MIGHT happen, so that we know what to do and where to go – just in case. For example, we are told the "Friends don't let friends drive drunk" and we are given the safety instructions before a boat sets sail or a flight takes off. History has proven time and time again that waiting until the point where someone needs to use that information, and just hoping they'll look for it in the right place or know instinctively what to do, is often too late.

Yet hearing care has traditionally done exactly the opposite. There are around 97.5% of people who would not consider themselves ready for hearing care, even though hearing care is relevant to a large percentage of these. Yet the profession and industry as a whole has focused on the 2.5% minority, and ignored the larger majority. So someone experiences a change in their hearing, but has difficulty perceiving that change. If they do perceive it, they don't necessarily know what to do or where to go. This reduces the number of people who take action (uncertainty leads to inaction).

The E3 Key is a systematic method for changing that, designed to work on large scale campaigns as well as smaller, community-based projects. It's designed to turn the "Unready" into the "Ready". 

Audira E3 Key WorksheetWe also have a very helpful worksheet available to accompany this presentation.


Consumers are bombarded with increasing choice from every direction when it comes to hearing care. So why approach you rather than the competition? And what about the millions of people out there you know would benefit from hearing technology but haven't ever approached any hearing care provider? How do we get them to approach us?

With more and more competitors all fighting over the same minority of people who approach hearing care – and less and less consumer loyalty – it becomes increasingly vital that we reduce the risk of competitors eroding our own client-base, whilst at the same time tapping in to the huge market potential of new consumers currently doing nothing about their hearing. But the status quo says it can't be done! The status quo says it's all about price! The status quo says people don't even want hearing technology! Then clearly the status quo needs to be toppled!! It's time for us to R.E.B.E.L.

This "how-to" seminar is all about how we make our own practices more approachable, using principles firmly rooted in human psychology and behavioural economics. We begin by learning how to R.E.B.E.L. (yes, it's an acronym!) then look at how the more we apply these principles to every stage of a consumer's relationship with us, the more likely they are to approach… in the first place… and instead of the competition.

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How to increase hearing aid adoption by shaping attitudes

Recorded at the Copenhagen Opera House, Denmark in August 2012 as part of the 5th International Oticon Conference