Interview with Anji Echele Director, Business Development Batteries
Website: www.energizer.com/audioPRO
1-866-907-1776
Beck: Hi Anji, thanks for meeting with me today.
Echele: Good Morning, Doug. Nice to be with you.
Beck: Anji, would you please tell me about the new Energizer professional hearing aid battery brand, audioPRO?
Echele: Absolutely. The audioPRO brand is a fresh, new approach to better serving hearing healthcare professionals and their patients. The audioPRO line is composed of unique products, only available from Energizer. All the products are personalized, as are the lobby displays. We also have new tools and new promotional programs. Another important feature of the audioPRO line is our new "DIRECT TO YOU" sales and service for professionals. The audioPRO brand is a premium line and is Energizer's longest lasting battery.
Beck: Please explain the DIRECT TO YOU program?
Echele: Rather than going through traditional distribution channels, we're allowing professionals to deal directly with us by calling toll free at
1-866-907-1776.
Beck: What about the packaging, will it be the traditional spinpack, or another package?
Echele: Excellent question...we have the EZ Change all-in-one batteries plus dispenser, and we also have a new package that is foil-sealed, which we have dubbed the FreshPak.
EZ Change is our premier product. The patient doesn't have to handle the battery because the tab is automatically removed--and a magnet holds the battery so you can insert it in the aid. EZ Change ensures quick, reliable and efficient battery changing. EZ Change was originally designed for people with arthritis and other dexterity issues, who account for about 13% of hearing aid owners. However, it has proven so popular that it has already gained a 20% market share. Plus it's great for people with low vision--and frankly, it makes changing batteries easier for everyone. EZ Change means no one has to touch the battery, which helps assure that oils from skin, or dirt and debris, won't clog or get inside the air holes of the battery--and that means maximum battery life. FreshPak is our easier alternative to spin packs. The batteries are packaged in push through foil packs, similar to chewing gum or medicine that most people are already familiar with. Not only is it easier than a spin pack, but the foil pack keeps the batteries secure from loss or damage. A nice bonus is that each box of eight comes with two four-packs, addressing patient need to keep batteries in various locations.
Beck: Very good Anji. One important concern for many professionals is having their address and phone number on the battery package. Do you offer customized packages with the office's name, address and phone number?
Echele: Yes, we do. Professionals can have the battery package customized with 4 lines of text, or with a logo plus a couple lines of text. And with the EZ Change, we customize the dispenser so even after the package is long gone, patients will still have the contact information for their hearing health professional at hand. Our customization program is free with the purchase of audioPRO and there is no set up charge.
Beck: Anji, I think the Energizer Bunny is one of the best recognized icons in the world? Will the bunny be on the audioPRO batteries?
Echele: Yes, the Energizer Bunny is featured prominently on the package. The Energizer Bunny was named one of the Top Ten advertising icons of the 20th Century. Having your practice name alongside the Energizer Bunny is a good thing for the professional and their practice. So yes -- it'll be there.
Beck: Excellent. What can you tell me the Energizer/audioPRO partnership with ASHA?
Echele: We want to provide professionals with products and other tools that help provide ultimate patient care, which in turn also helps maximize business results. We've entered into a partnership with ASHA to help us provide the right tools, unique insights into professional needs, and additional resources for outreach to consumers. ASHA sponsors Better Hearing and Speech month in May. Energizer will partner with them in this effort to educate the public and encourage consumers to contact a professional for a hearing screening. The Energizer consumer website will also feature a link to ASHA ProSearch so that consumers can input their zip code and find a professional near their home.
Beck: Anji, are you offering any special introductory promotions for hearing healthcare professionals?
Echele: Yes, one program that I want to be sure to mention is that Energizer recently published an educational article in Prevention Magazine. We have customized and reprinted this piece for audioPRO, and we are making it available for hearing healthcare professionals free of charge. A great way to build awareness and drive referrals would be to stamp the back of the reprint with your practice information and to hand it out at community events. The best thing to do, to learn about promotions and for free samples, is to contact us directly. Professionals can call us at 1-866-907-1776.
Beck: Very good Anji. Thanks for sharing your time with me this morning.
Echele: You're welcome, Doug. Thank you, too!
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For more information on audioPRO CLICK HERE or call us toll free at 1-866-907-1776.
To see audioPRO movie (duration is 80 seconds) CLICK HERE.
