Siemens Initiates National 'Spin the Globe' Campaign to Enhance Market Growth
PISCATAWAY, N.J., April 14, 2004 - Siemens Hearing Instruments announced a new consumer advertising campaign geared toward reaching influential Baby Boomers (individuals born between 1946 and 1964) in a new market growth initiative. Designed around the national "Spin the Globe" campaign created by Siemens Corporation, the advertisement appears in two issues of Time® magazine, April 12 and May 10.
The campaign was designed primarily to reach this group of potential hearing instrument wearers in corporate environments as well as inform current wearers about the latest advanced digital technology. Ensuring reach to influential Baby Boomers, Siemens chose the Top Management edition of Time, delivered exclusively to company CEOs, directors, managers, and supervisors.
Over 28 million Americans are challenged with some form of hearing loss, yet only approximately 20 percent actually wear hearing instruments for a number of reasons. This number is expected to increase rapidly with Baby Boomers turning an average age of 49 this year. Many will begin, if not already, to realize their hearing is changing. The new advertising campaign aims at removing the "elderly" stigmas normally associated with hearing instruments and educating those on the latest and effective technology available. The ultimate goal is to motivate individuals to seek treatment as early as possible, which will allow them to maintain their quality of life for years to come.
"Successful products result in increased consumer use and that is the key to our industry's growth," explained David Sawyer, vice president of marketing for Siemens Hearing Instruments. "If we can reach the individuals in the earliest stages, when baby boomers begin to notice signs of hearing loss, the benefits of wearing hearing instruments prove themselves and word of mouth becomes a strong part of the advertising campaign."
For more information on the Siemens advertising campaign, please contact a Siemens Sales Representative at (800) 766 - 4500.
About Siemens
Siemens Hearing Instruments, part of Siemens Medical Solutions, is one of the leading manufacturers of hearing aids in the United States. Headquartered in Piscataway, New Jersey, the Company offers a range of innovative products, solutions and services to Hearing Care Professionals across the United States. Among its innovative products, the Company designs and manufactures a variety of digital hearing aids in all styles to improve the quality of life for individuals with hearing loss. Visit www.usa.siemens.com/hearing for more information.
