Love Lyric and are happy that Phonak bought them because the customer service as a small company was bad. It has now improved.
The most important factor when selecting and dealing with a manufacturer is support. Phonak gives good support on the phone and through the rep who trains Janet the audiologist on the latest technology.
The Audiologist choses the manufacturer to use. Not the receptionist.
Costco is not considered a competitor to high end Manhattan audiologist. Hearing Aid Specialists do not offer the services that an Audiologist offers. However, it is better to have a technician than none at all.
It is hard for the audiologist and for the office manager to keep on top of the 5000 different pieces each manufacturer has. It is very hard to keep up with the intricacies of each manufacturer. Simplification of device usability would be welcomed.
The audiologist's job is hard. They are selling a device that doesn't work perfectly, nobody wants and that is very expensive. Patients do not want the device and it takes time and patience to work through it.
How does this practice increase conversion?
Trial of devices and Phonak could help by supplying more demo models.
Why do patients not read the manufacturer brochures?
They are not sexy enough… The dermatologists brochures on the other hand fly out the door.
Patients usually walk in saying that their wife, children, boss say they need a hearing aid. 'I don't think so, but they say so'. Hence the general disposition is fairly negative with the exception of Lyric. Patients love Lyric! (No fuss, no bother, you just hear).
The biggest barrier?
Stigma
On competition with dispensers
We believe we provide the best care. Costco do not, hence we don't see them as competition. In fact, our Manhattan clientele have the money and wouldn't bother going to Costco. Patients can walk in and out of the practice and not pay a cent. Service is included in the retail price of the device.
Costco sell hearing aids audiologists sell hearing care.
The industry opportunity?
The younger generation. The 50 to 60 years old who are more technology comfortable and are soon entering the age of care.
Also, there is only 15% penetration market penetration in the hearing aid category. There is more we can do to tap this opportunity.
What should manufacturer communication focus on?
Technology. The younger generation are intrigued by the technology and love the gadgets, adaptors, wifi, blue tooth, etc. Features are important to attract this generation.
The 70+ just want to know that it is up to date and it works. In particular simple to use technology. It works and it is easy to use.
What ever it is, make the communication 'sexy'.
What ad campaigns work best/worst?
Advertising in the Wall Street Journal or similar high end publications. The ads on the tabloids (Daily news) flopped because it is a different demographic who couldn't afford the product.
Why do you not stock the one manufacturer brand?
Because we believe that by stocking the best of all brands we give our patients the best possible care.
The worst Phonak ad
A campaign targeting a younger crowd that used a scary looking (punk kinda) dude.
What should manufacturers show in their communication?
Small discreet high end technology. 'They have to be aware that the hearing loss is most noticeable than the hearing aid'. It is worse to have to ask people to repeat things or misunderstand than to wear a hearing aid.
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