HearToday

Seizing on an opportunity to evaluate and enhance post-purchase customer experience, message the benefits of healthy hearing, and boost brand recall. Hearing aids have a 2–3 year repurchase cycle, so staying top-of-mind is an ongoing priority. Additionally, dramatically rising print and postage costs created a pressing business need to re-evaluate the strategy, cadence, and design to optimize the communication value and expenditure.

We created six newsletters to be delivered to members across 48 months post-hearing-aid purchase. Messaging strategy focused on the joy of auditory details and benefits that healthy hearing adds to life. Topics covered in each newsletter included starting new hobbies, cooking, fly fishing, hearing health, hiking, and record collecting. In addition, newsletters contained tips from audiologists, fun audio facts, and technology highlights to appeal to a wide variety of audiences.

We shrunk the overall format of the newsletter and swapped out an expensive newsprint paper to a high-quality, cost-effective digital semi-gloss folded print. Every inch of the layout was redesigned to enhance readability and flow. QR codes, unique phone numbers, and tracking URLs were added to track attribution and encourage readers to visit the website as part of their repurchase path.

• Customer journey applied to messaging to match repurchase window
• Tone and voice expanded to engage a wider variety of readers
• Lifestyle, technology, and hearing care content to appeal to all types of interests
• Format redesign reduced physical dimensions 60% to reduce overall costs in production and postage by 25%

We are proud to say that the redesign of the HearToday newsletter won a 2024 Marcom Award for healthcare publications.