Developping the business: the product (part 2)

Understand the market

When you’re on a market where the new technologies are an important point, so don’t hesitate to position your shop as a leader in this area. This position will be clear through your offer in terms of new and sharp products. For example, you will show and offer a strong port folio with the best brand in the digital hearing aids market. These brands will support you image. In contrary, if you work with brands not supporting this point will be a weak in your communication.

Focus on intangible positioning factors having to do with quality

It’s still important to keep an eye open on services, and of course mostly when the new products become obsolete. And in the hearing aids area, this obsolescence can occur rather quickly.

Focus on specific audience and serve it better than anyone

You could be specialized on home service or in retirement institutions where the population is the main target of the hearing instruments target. Another good target and specialization for a dispensing audiologist is the children area and the paediatric fitting thanks to the national health coverage and in addition the need of top product for this target. It’s also a good way to develop a positive image toward a large public and to the ENTs network.

Experiment and pay attention to market reaction

Change you preconceived though about facts like the CIC is not consistent for elderly people. That’s not true! This population can mange these products and actually they prefer this invisible solution. Matching the primary demand of this population is well viewed by it and result in a good patient driven image.