Trending Now: Hearing Aid CentersKnow Your Target Audience
Do you know who the best customers are for hearing aids and hearing aid centers? You might be surprised . . .
Who are they?
Nearly 17% of American adults over 18 have difficulty hearing without a hearing aid. Not surprisingly, the percentage of the population who need the assistance of a hearing aid increases with age, with those 70 and older making up just under half of the market (43.2%). Still, adults aged 40 – 69 account for almost 20% of the market
Men are more likely than women to report trouble hearing and cite long-term noise exposure as a main cause of hearing loss as well as loud, brief noise. Women, on the other hand, cite getting older or aging as the main cause of their hearing loss. Veterans who have been deployed in a combat zone are more than 50x times more likely to experience hearing loss, regardless of their age.
Where do they come from?
Given the specialized nature of hearing aid centers, customers are drawn from a thirty-mile radius on average. This radius does shrink within larger metropolitan areas and expand in more rural areas, but the national average shows customers are willing to drive a bit further for this service.
How do they select hearing aid providers?
Cost is a consideration, certainly, but for this type of product and service that impacts quality of life, customer service and a knowledgeable, experienced staff can make the difference for customers seeking a hearing aid provider. Big-box competitors, such as Sam’s Club and Costco, have added competitive pressure, but local hearing aid centers can stand apart by offering a better experience.
Referrals are also critical for influencing choice, and they have been found to drive upwards of 66% of new business. Finally, certification by the American Speech-Language-Hearing Association, the American Academy of Audiology or the National Board for Certification of Hearing Instrument Sciences is a big draw for customers.
How do I connect with them?
The audience profile shared for hearing aid centers is largely universal, but there is always nuance to customers—both at the market level and at the business level.
If you are looking to expand your customer list, we can take a deeper look at your current customers and find look-a-likes to bring in the folks you’ve not yet connected with. We are experts at identifying who your best customers are and connecting you with them. If you are interested in a complimentary audience discussion, contact us online or call 607.798.1325 to learn more.
Sources: AdMall Pro 2017; “Self-reported Hearing Trouble in Adults Aged 18 and Over: United States, 2014.” CDC.gov, Sep. 2015 Web. 24 Aug. 2016; “Successful Practices Use Marketing that Evolves with the Changing Healthcare Landscape.” HearingReview.com, 10 Jun. 2016. Web. 24 Aug. 2016.