CUSTOM MAGAZINE
Brief
GN ReSound is a world-renowned manufacturer of state-of-the-art hearing instruments. GN ReSound uses a number of lead-generation efforts to support audiologists and dealers that carry its products. A large hurdle GN ReSound needed to overcome was the perception that its products were intended for an elderly population, although the market for hearing instruments is comprised of consumers from every demographic. It was important to track marketing results for more targeted efforts in the future.
Solution
Responding to GN ReSound's concerns that consumers need education about hearing healthcare solutions, Priority Integrated Marketing proposed an eight-page, custom magazine format with content and graphics targeting adults of all ages. Articles for Hearing Health Advice were developed and written by Priority and covered information about hearing loss among younger adults; the variety of hearing instruments, many of them barely visible when worn; how to select a hearing healthcare professional; and more.
Calls to action that included a dedicated toll-free number were strategically placed throughout the magazine; the phone number and incoming dealer calls were tracked through a call-tracking program.
GN Resound distributed 130,000 copies of Hearing Health Advice as inserts in three Wisconsin newspapers. Results were tracked according to geographic location, capturing caller information as well as date, time and length of call. The leads were then forwarded to Wisconsin GN ReSound dealers, distributed according to the dealership closest to the caller's address.
Results
Hearing Health Advice generated inbound calls/leads for audiologists – the most of any single marketing effort. Ninety-five percent of the leads occurred within the first 48 hours of distribution. The company was also able to pinpoint which areas in the Wisconsin market delivered a better ROI for future efforts.
As a bonus, GN ReSound's Hearing Health Advice received the following honors:
- Aster Awards: Gold Award
- The 14th Annual Communicator Awards: Award of Distinction
- Healthcare Advertising Awards: Bronze Award
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