Case Study: Signia
THE CHALLENGE
Signia is a market leader in the hearing aid market that sells direct to audiologists. They wanted a creative idea on how they might gain visibility from consumers in order to drive business to their customers - the audiologists. The consumer media was constantly writing about health issues, but rarely covered hearing aids themselves.
WHAT WE DID
OUR STRATEGY WAS TWO-FOLD.
First, Connect targeted the consumer tech media with an appeal to their appetite for anything "wearable". We identified consumer product reviewers that were testing wearable headsets, wearable fitness trackers, etc. and approached them with the idea that modern hearing aids are smart, discreet and loaded with really "cool" technology advancements - positioning the Bluetooth capability and iPhone streaming as the next big thing in wearable tech. We also noted the increase in hearing loss among their targeted audience due to unsafe levels of sound.
Second, we created content that appealed to the consumer's desire for anything that might help improve their quality of life and overall health. Thought leadership articles were created on topics related to how to identify teen hearing loss, the impact on family dynamics with hearing loss, the co-morbities as sociated with untreated hearing loss, how to select a hearing aid, etc.
THE RESULTS
The strategy was successful and Connect Marketing placed 33 bylines, 6 product reviews and 561 articles. In addition, Signia was honored with the CES Innovation award, Edision award, and the Parent Approved award. Reviews appeared in Forbes, SlashGear, Tech50+, GizMag, TrustedNerd and GearDiary. Bylines appeared in publications such as LivingWell, ConsumerHealth Digest, Performer, LivingBetter 50 and ThirdAge.
