A Customer-Centered, Strategic Marketing Plan and Advertising Campaign For Audiologists in the Plains States
Changes in the field of audiology are creating opportunities for expanded services and additional products for the audiologist. America is aging (i.e., "baby boomers") and the demographics are changing. Consumers are becoming more educated and modifed health care plans provide more choices than previously. Audiologists began dispensing hearing aids only 20 years ago and by 1994 increased their market share of hearing aid fittings to 49.3%, with a greater market share in the future. Current training prepares audiologists to meet the challenges of a population in need of clinical audiologic services; however, training for business and marketing is lacking in many programs. The audiologist needs to closely evaluate marketing strategies to facilitate distributing information about the profession to consumers. The purpose of this study is to define the Plains States consumer, what motivates him/her and determine who the consumer views foremost as a hearing health care professional. A customer-centered, strategic marketing plan and advertising campaign for the audiologist is developed from data provided by the survey.
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