Oticon Builds DTC Relationships With Behavioral Targeting, Gains 35K Leads
Hearing loss is a life-changing experience. When hearing aid manufacturer Oticon decided it was time to move from primarily targeting audiologists to reaching out to consumers themselves, the company knew it must fulfill a crucial support role in order to build direct-to-consumer relationships.
Challenge: Increase sales, brand awareness and brand engagement
Solution: Lead generation, nurturing, scoring
Results: More than 35,000 leads
In 2016, Oticon asked DXagency to test out a campaign targeting consumers with hearing loss. It was the hearing aid manufacturer's first time targeting "end-users" via digital means, as well as its inaugural use of behavioral targeting.
"It is an emotional decision for someone to take that step and to go into a hearing care professional's office," says Stephanie Young, Oticon's director of digital strategy and e-commerce. "So we wanted them to feel that Oticon was their partner ... someone that was going to help them through this journey [with] education through providing support on the hearing device that they purchase. It was really about relationship-building."
Oticon primarily targeted consumers via paid media campaigns on Google Search and Facebook for DTC relationships, starting from scratch to build a file. The ads offered consumers risk-free trials of the hearing aids at their audiologist visits. Email follow-ups allowed interested leads to watch a video about the product or download a brochure.
While the consideration phase may be the lengthy for some and require more lead nurturing via educational content, others may be "past that education point" and ready to move on to have their hearing tested and try the product, Young says. So Oticon modified its messaging accordingly.
In the end, this marketing campaign targeting end-users worked so well, Oticon made it a regular program. In total, the effort has generated more than 35,000 leads.
"It has definitely become a core of what we do when we launch a product," Young says.
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