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How to increase hearing aid adoption by shaping attitudes

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This presentation was given at 5th International Oticon Conference 2012 to around 500 hearing care professionals from around the world on 25 August 2012 at the Copenhagen Opera House in Denmark.

The total running time is just over 1 hour and is segmented into 6 parts for easy viewing.

Though it may be tempting just to watch the first part, we highly recommend watching the presentation in its entirety as it contains never-before presented material that has been developed to equip and empower hearing care professionals, hearing aid manfucturers, social marketers and charities to forever change the way the public think about hearing aids.

Audira would like to thank Oticon for the opportunity to share this message with a wider audience and for making the video of the presentation available.


Part 1 – including:

  • Introduction
  • 2 things the profession needs to understand before it can increase hearing aid adoption
  • Triggering an Avoid or Approach response
  • How attitudes work
  • The three things humans instinctively avoid
  • The general public's attitude to hearing aids

Part 2 – including:

  • Creating a new social norm
  • How the words we use trigger thoughts that shape attitudes
  • How hearing care is reinforcing negative stereotypes
  • Shaping attitudes before the consultation

Part 3 – including:

  • The real reason we're failing to reach our audience
  • How to use framing to change our audience's response
  • Why focusing on a condition is a mistake
  • Which phrases to use and which to avoid
  • What we can learn from other health messages

Part 4 – including:

  • Building the right associations in our audience's minds
  • The Actor-Observer effect in hearing care
  • The power of labelling – and why it matters to hearing care
  • What we can learn from eyecare
  • How people respond to loss

Part 5 – including:

  • Using the hearing test to shape attitudes
  • When should people have their hearing tested?

Part 6 – including:

  • A practical framework for implementing change
  • Examples of how to use the framework
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Curtis Alcock

Curtis J. Alcock is Founder of Audira » Think Tank for Hearing.

He was involved in design and marketing for 12 years before making the transition into hearing care nearly 12 years ago. He now runs an independent family-run hearing care practice in the United Kingdom and has spoken internationally on shaping the future of hearing care.

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