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- Rising Tides
- Google Trends
- Tell Instead of Sell
- 2022 Holiday Season
- Insightful Purposes
- Be the Change
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Last week’s issue about Over-the-Counter Hearing Aids (OTC HA) delved into consumerism, eating out as a fine example. Imagine aspiring chefs starting new restaurants. From menu testing to supply chain coordination and rental agreements to food inflation, constructive challenges abound. Representative statistics reveal 30-50% of nascent dining establishments fail in the first 24-36 months. In recent years, have you seen closures?
While reasons vary, fierce competition is accompanied by impediments and expense of getting the word out. For an independent startup eatery, what is the practical budget for newspaper ads, social media, community and targeted mailings…tens of thousands of dollars annually? Struggling to get established, this entrepreneur would rejoice in macro level publicity bursts about their culinary pursuits. As examples, plant-based, locally grown or gluten-free. By maritime analogy, sometimes rising tides can lift more boats.
In your hearing care career, have enthusiastic spikes in public interest about hearing aids been common? With FDA Rule published, might real-time Google Trends data signify that phenomenon?
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To wit, “Interest over time numbers represent search interest relative to the highest point on the chart for the given region and time. A value of 100 is peak popularity for the term. A value of 50 means term is half as popular.” Please note August 14-20 timeframe’s value was 100.
- As real time data oscillates, recent trends and new product/distribution announcements just in time for the holiday season, educated guesses are that interest over time numbers will stay historically lofty. In your market area, folks are searching for Over-the-Counter Hearing Aids online and in clinic, patients will progressively seek clarity via pointed questions. How can reputable tell instead of sell dialogue foster effective treatment of more customers, thereby improving their quality of life, while boosting associated product and service revenues? It is strategic responses to these Amplify Your Influence opportunities which must be formulated and applied. Categorically speaking, industry leaders will Diagnose and Treat.
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For interim planning purposes, we focus on 3 phases related to 2022’s holiday season:
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Before — The 45-60 days between now and initial OTC HA product launches
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During — The 60-75 days between then and December 31
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After — Proactive Better Hearing is Better Healthcare wellness campaigns for early 2023, think New Year’s Resolutions…
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Start with Why Before, During and After designations are logical from Macro/Micro perspective in which market participants actualize respective roles. Let us walk in each of their shoes, including yours, as those with a penchant for positive change embrace innovative pathways. OTC HA is happening and internal locus of control choices nimbly capitalize on marketplace evolution. |
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For insightful purposes, we theorize each cohort’s primary goals for 2022 holiday season:
OTC HA Manufacturers: Launch new products amid a competitive flurry, deciding what core messages should be conveyed, such as functionality, convenience and cost.
Consumers On the Cusp: Try to understand how new products may affect personal decision making and whether waiting until OTC HA is advisable, especially Potential $aving$. They might go online (Google Trends) and discover relevant information.
Consumers With Interest Triggered: Go online (Google Trends) to research OTC HA and hearing in general, perhaps learning about product choices and necessary due diligence. Some search for hearing care professionals and ideally, read about evidence-based testing typically involved. By comparison, most realize what dental visits entail.
Referring Physicians or Pharmacists: Field a plethora of questions from (Cusp / Interest Triggered) patients and wonder what their evidence-based guidance should be. Amid very busy clinical schedules they may opt for suggesting further research, waiting or consult with…
Hearing Care Professionals: As featured 98 weeks ago:
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“You must be the change you wish to see in the world.”
—Mahatma Ghandi
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Next week’s issue initiates in depth discussion of “Be the Change” A-B-C Building Blocks:
A = Awareness
B = Best Practices
C = Counseling
See you then, to the letters.
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Bruce Essman
CEO
High Definition Impressions (HDI)
314.276.7392
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