Tag Archives: target audience

The Customer Experience Imperative:  Strategies for Relevant Marketing

4 Jan

Welcome to 2016!

The world has become a show-me-you-know-me marketplace. Meaning, if companies want to keep customers happy and loyal they must first prove just how valuable customers are by making every interaction personal and relevant to their needs. The same is true for prospective customers and your database is full of those!

Identifying prospects

Locating prospects within your database offers huge opportunities.

So, how do you reach those prospects in an efficient and effective manner? The best messages are driven by customer insights that enable extremely relevant communications. In other words, the answer is right there in your own patient database. You already know more about your prospective customers than you may think.

Poor data quality may be a common barrier, but there are strategies for optimizing the data you have to reach prospects wherever they are in the customer cycle.

AHAA has examined the basic steps to increasing your marketing efficiency and how to create messaging that truly stands out. This strategy will be discussed at Convention 2016 coming up in February along with a presentation on the tactics and tools we suggest for getting started.

Attendees will be able to:

  • Identify and understand more precisely who your high-value prospects (and customers) are
  • Create customer profiles for select target audiences
  • Improve business results by identifying and segmenting customers and prospects within the database
  • Deliver more personalized and relevant messages to high-value prospects

Join us in February; be ready to face the continuing changes within the hearing healthcare marketplace by meeting the challenges head-on! Register today if you haven’t already, there’s plenty of time to sign up. For more event info go to AHAAconvention.com or to register for the event you can go directly here.

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Not Your Average Techie

13 Sep

By now, you probably have a pretty good idea of your current target audience’s preferences, characteristics and what makes them tick.  But what about the next generation of customers?

Your upcoming target audience – the Baby Boomers – is different from the current 65+ market.  The defining attitude and lifestyle of the Boomer population (broadly defined as consumers age 50+) is a new one.  What makes them unique?  One big differentiator is that these consumers are already more tech savvy than your current target audience.  From smart phones to mp3 players, to tablets and more, this generation of parents and grandparents is the hippest yet.  

From a marketing perspective, they present a true once-in-a-lifetime opportunity for practices.  Understanding how to appeal to this target market now will help you define your communication strategy for the near future.  Moving forward, your multi-media marketing strategy will need to have a strong digital component, in conjunction with the more traditional avenues, in order to appeal to the Boomer market.

According to a study from Psychology Today, “Boomers will be a driving force behind the use of information technology in the next decade, particularly in the health care industry.”  From a technology standpoint, the hearing industry is already ahead of the curve in appealing to the Boomer lifestyle.  Products are currently on the market integrating Bluetooth compatible devices, streamers and tiny, “discreet” instruments.  This wasn’t an accident – understanding the desires of the next generation of customers brought these products to market.

It’s important to understand how to reach this target audience with annual spending power of over $1 trillion.  Adding a digital component to your marketing plan will enhance the more traditional initiatives (direct mail, print, telemarketing, etc.) and help you corner a bigger piece of the market.

AHAA can help you get your digital marketing component in place!  Contact Keara M. Piekanski, AHAA Marketing Manager at kpiekanski@ahaanet.com for more information.