If your practice sells, programs, and fits hearing aids for customers, your audiologists are doing a great service. Many of those customers would struggle to hear the sounds of life — laughter, conversations, cheering for a favorite sports team — without some form of auditory assistance.
Many practices have trouble with hearing aid advertising and wonder how they can better get their message out to potential customers. Below, learn about helpful strategies for your hearing aid advertisement to help your practice grow.
Understanding the Hearing Aid Market
With the rise of the 65+ population, the hearing aid market is one of the fastest-growing industries nationwide. In 2022, the U.S. hearing aid market was valued at nearly $4 billion, and analysts expect it to grow to more than $7 billion by 2030. If you’d like a piece of that pie, you’ll need to put special focus on crafting irresistible hearing aid ads that will grab your audience’s attention.
Don’t just focus on the elderly, though. A person may need hearing aids at any age. The same type of ads won’t appeal to everyone, so you’ll need to create hearing aid ads that resonate with several demographics.
Key Advertising Strategies
Hearing aid dispensers can use a few different ad strategies to appeal to people with deafness and hearing loss. A few of these include:
- Making an emotional appeal
- Highlighting the latest hearing technology and science
- Clearly demonstrating the benefits of hearing aids
- Backing up claims with testimonials and endorsements from audiologists
- Testing different ad formats, such as internet, radio, TV, and magazine ads
- Avoiding misleading details about healthy hearing devices
The Role of Technology in Hearing Aid Advertising
New hearing aids are nothing like the ones you’d find on shelves many years ago. Today’s hearing loss support devices typically come packed with advanced features, such as:
- Bluetooth connectivity, allowing users to pair hearing devices with their phone, computer, smartwatch, or other compatible gadget
- Tinnitus masking to reduce high-pitched ringing and buzzing
- Speech enhancement (softening loud noises while making speech easier to hear)
- Directional technologies that make it easier to tell where sounds come from without turning one’s head
- Personalized sound adjustments to accommodate personal tastes
- Ear comfort technology
Advertisers should consider all of these features during their ad development process.
Digital Marketing and Online Presence
As a company that sells hearing aids, you’re not only limited to offline advertisements. Digital marketing can be a smart way to address an audience you wouldn’t be able to reach via radio, TV, or direct mail.
You may want to consider pay-per-click ads. With PPC, you can customize the messaging and show your ad to interested Google users. Best of all, you only pay when someone clicks your ad. Test out a campaign and see how well it works for you.
Ethical Considerations in Hearing Aid Advertising
Truthfulness in advertising is critical for the entire healthcare sector, but especially so for companies that sell hearing devices. Many advertisers make misleading claims about their products to convince people to purchase them.
If you have to rely on false statements to advertise your hearing loss devices, that’s a bad sign. Always avoid making half-truths and shady claims. It’s okay to play up your product’s strengths and benefits but be honest.
The U.S. Federal Trade Commission enforces truth-in-advertising laws that all businesses must comply with, and that includes producers of hearing aids. According to the FTC, ads must be truthful and backed by scientific evidence when appropriate.
That means you shouldn’t say things like, “This device is suitable for anyone; no hearing test required,” or, “Our product is totally invisible in your ear.” And if you make a statement such as, “Our product reduces hearing loss by 30%,” you’d better have a reliable study done by reputable audiologists to back it up.
Crafting Effective Hearing Aid Advertisements
A good advertisement for hearing aids should appeal to someone with hearing loss on multiple levels. Give these marketing tips a try:
- Make an appeal to emotion. Instead of making the product feel like a cold, sterile piece of medical equipment, humanize it. For example, you might say, “Enjoy the sounds of life again. Laugh with your family and listen to the birds sing outside your house with our hearing aids.”
- Clearly demonstrate the benefits a person will enjoy with your hearing technology. Benefits may include comfort for the ears and head, ease of wear, tinnitus reduction, and personalized hearing settings.
- Tying into the point above, your advertisement should highlight technological advancements that come with today’s hearing aids, such as rechargeable batteries, AI-assisted hearing adjustments, and Bluetooth connectivity.
- Including endorsements from audiologists can be a powerful way to build trust with your audience. Buyers are more likely to consider a hearing loss device if an audiologist gives it the thumbs-up.
- Add a few customer testimonials, too, like this one: “As I got older, I noticed my hearing wasn’t what it used to be. I eventually couldn’t hear my grandkids when they came to my house for a visit, so I took that as a sign I needed treatment. My audiologist recommended I try these hearing aids, and they’ve served me well.”
- Never make misleading statements about hearing aids in your marketing, and don’t say that your products can do something they can’t. False advertising doesn’t just damage your brand; it can also get you into big trouble. For instance, in 2023, one advertiser had their ad banned for falsely touting their hearing aids as “invisible.”
Hear That? It’s the Sound of Your Practice Growing With Weave
Putting together a strong hearing aid advertising plan can be tough, but with our tips and a rock-solid digital marketing campaign, you can’t go wrong.
If you’re interested in taking your hearing loss clinic to the next level, let Weave help! Our office management software comes packed with all the features you need, from online scheduling to review management. It’s a must-have for any hearing aid company.
Got questions? We’re all ears! Give us a call at (833) 572-2139 or book your free demo today.
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