creating a new social norm for hearing care

Part 3: Creating a New Social Norm for Hearing

Shaping attitudes

People often rely on social norms to guide their attitudes and behaviour. So they are a powerful tool for implementing widespread changes in public attitudes, especially when used to replace ones that either harmful, unhelpful or outdated, as with hearing care. Part 3 looks at the current social norm and explains how to replace it.

THIS SECTION IS CURRENTLY BEING EXPANDED

THIS PAGE IS TO BE EXPANDED

Show people how they’d like to see themselves. For example, braces showed this by focusing on the “Hollywood Smile” and confidence it brings. Airlines focus on the places we want to visit rather than convincing us to fly. Hearing care can achieve this by showing people hearing well and being themselves.

THIS PAGE IS TO BE EXPANDED

Easing the means by which people get to their destination of “hearing well” should have as little negative impact on a person as possible. So hearing technology and the hearing care professional need to be as unobtrusive as possible.

Negative side-effects must be kept to a minimum (e.g. occlusion, feedback, making someone feel “vulnerable”). Where possible, the journey itself can be made more pleasant by turning it into a positive experience in its own right – however, it must never draw attention away from the “Destination”.

Braces achieve this through personalisation with colours chosen by the wearer. Long haul flights achieve this through in-flight movies and attentive staff. One way hearing care can achieve this by attaching desirable attributes to the hearing technology that people want to “show off” to others. If it can the wearer a positive gain over a non-user even better.

THIS PAGE IS TO BE EXPANDED

Messages must reach as wide an audience as possible in order to establish a social norm. You want as many people as possible assuming your products and services are relevant to everyone else. It means reaching people before they’re “ready”.

THIS PAGE IS TO BE EXPANDED

Find ways for people to encounter your practice or your products or services. Give them relevant reasons to interact with you. If you are simply waiting till they are “ready for hearing technology”, this is too late. A simple way to build encounters is through routine hearing checks throughout life, even when someone has no difficulties with their hearing. Think also about encounters with technology.

THIS PAGE IS TO BE EXPANDED

How easy is it for people to get products or services from you? Can you make it simpler? How do they expect to do business with you in this day and age? What can you “borrow” by looking at other industries such as automobiles, cell phones, optics, technology. How do people purchase today?

Remember that the biggest untapped market is those of working age. It represents 60% of those who may benefit from hearing technology. Are you available to see them at a time and place that’s convenient for them?

Participant Login

Highly Recommended

how-to-increase-hearing-aid-adoption-by-shaping-attitudes

Watch online now:
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