Happy Tuesday everyone!
Does anyone have any good ideas for working with an Audiologist and his hearing care business? This would include hearing tests, hearing aids, etc. The potential client currently does a great deal of newspaper advertising, but not radio. He states they tried radio for many years (with Brand X across town) and they didn't get good service or see results. Any fresh approaches, clever spec ad ideas or "proven winners" are appreciated. Thank you!
Hi Lisa - I'll ignore the obvious jokes about a hearing-aid client advertising on radio... 
Here is a client in the same industry who has seen very good results from radio - "Discover Hearing". I'll enclose two versions - a 'donut' jingle, as well as a produced commercial with announcer over the jingle.
Geoff Bate
Imagine Words & Music Inc.
1-800-246-2446
Hi Lisa,
I've actually had great success with an audiologist. They in turn have found radio to work for them. However, they used radio the way they should. They ran a schedule that we recommended on two of our 7 stations. The message is also key. Our commercial used humor in the message and comes from the consumers point of view.
Add me and I'll send it to you in a message.
Wish I'd seen this earlier! Radio is a great medium for Hearing Loss, because it allows you to engage the listener into scenarios of hearing difficulty, mini-hearing tests, etc. In Winnipeg, we have five or six major audiologists competing for business with significant radio budgets. We developed ten of these types of commercials to make Lisa Reid Audiology the biggest name in town (and succeeded!). The first two are like on-air hearing tests...and the third one, "intervention", reminds family members to be part of the solution.
Make sure that you listen (no pun intended) to the client. I would want to know what he encounters these days with respect to hearing issues. I would mold the creative around what he/she says they are seeing more and more of these days.
I am wondering for example what these huge car audio systems and Ipods (and so on) are doing to us? This might not be part of your message but it would be interesting to hear his slant on this none-the-less.
This category is tough to crack but the budget is big. The target is not the hearing impaired but a friend, loved one, etc., who is suffering WITH the person who has hearing loss. Always approach these clients with spec spots. I've found a deliberate read of the ad with no background music is most effective.
