So, it strives to create hearing solutions that allow every individual to experience this magic. With innovative bone anchored hearing systems and cochlear implant solutions, the company helps those who experience hearing loss to enjoy a fundamental part of daily life.
With two new hearing solutions launching in the ANZ market, Oticon Medical had a sudden and high volume of marketing and collateral demands. From price lists, order forms and catalogues, to press, EDM marketing and social media, the company required diverse, end-to-end creative support.
So we stepped in to help meet the demand.
Strategy
Hosting a strategic marketing workshop to clarify Oticon Medical’s Australian and New Zealand communications, we brought together key stakeholders across the organisation to identify issues and opportunities. Identifying context, competitors and core target audiences, strategic discussion followed the framework of the BEING Connection Strategy Model.
Assessing the need to capture interest, manage expectations and retain loyalty, we then segmented market groups by decision-making trends – determining the best communications tools to engage with.
Analysing Oticon Medical’s presence in the AU and NZ markets, perception was divided into authentic and assumed ideas. This process helped highlight key messaging to emphasise and false perceptions to overcome, which was then translated to a strategic report and a yearly marketing plan.
Launching two new sound processors – the Neuro 2 and the Ponto 4 – to the Australian and New Zealand markets, Oticon Medical required comprehensive marketing support and collateral creation. With three target markets, including hearing industry medical professionals, patient users and the general public, the communications strategy had to be highly considered and adaptable.
To complement existing product collateral, bellyband copy and design complies with Oticon Medical’s specific style guide requirements. Bespoke iconography highlights key product features at a glance, with a one-page mailout accompanying the collateral suite.
The language used to communicate product information and research findings to hearing care specialists is sophisticated and technical. EDM marketing communications speak directly to this audience, shaping a high volume of jargon-heavy information into a digestible yet professional format.
In communicating the same information to the general public, language is more accessible and human-centric. Direct quotes from a patient user — who detailed her incredible experience attending a classical music performance — enables audiences to connect emotionally with the patient’s experience, and therefore the products and company.
Press releases resulted in a radio interview with one of Oticon Medical’s clinical specialists, who broadcasted in-depth information in an on-air interview for 3WBC radio station.
Social posts were also created to specifically target Australian audiences, with chosen imagery and tone decidedly Aussie – deviating from the European-centric communications typically produced in their Denmark headquarters. All communications underwent rigorous legal compliance checks, to bring copy in line with strict Australian and New Zealand industry regulations.
Additional support includes price list and order form updates. Codes and prices have been meticulously amended to include new products and accessories in AUD and NZD, with order forms designed as interactive PDFs, including pre-fill dropdown tabs for product and quantity selection.
Video and Photography
To officially launch the award-winning Neuro 2 sound processor into the Australian and New Zealand markets, Oticon Medical held an event involving patients switching on their new devices for the first time. Attended by clinicians, patients and their families, the moving encounter was captured in its entirety through professional product videography – enabling authentic reactions to be documented in real time.
In addition to videography, professional images were captured for use across many channels. The resulting album contains personalised photography of users enjoying their new devices in their daily lives. Settings include local parks, riversides, beaches and even patients’ own homes.
Photography is warm, genuine and sentimental – a true showcase of the special relationship between Oticon Medical, clinicians, patients and their families.
This was my first time doing a camera shoot with customers and patients involved. You did a fabulous job going about your business in a very professional, efficient, friendly way – working as unobtrusively as possible to get the best out of all the people involved, which was so appreciated. It is a pleasure to work with you. It’s been a long time since I’ve seen so much drive and commitment. I just love working with everybody at The Being Group. You make my busy days joyful. Thank you.
