PISCATAWAY, NJ - Siemens Hearing Instruments today announced that its 2002 TRIANO™ direct response campaign to launch TRIANO™ hearing instruments has generated record consumer leads for Siemens Hearing Care Professionals. Due to the success of the campaign, Siemens will continue the TRIANO ad through 2003.
Siemens chose the ad, developed by Integrated Marketing Services of Princeton, New Jersey, ''I Hate Hearing Aids, but I wear my TRIANO all day long'', after consumer testing by American Opinion Research demonstrated its effectiveness to attract both consumers who wear hearing instruments and those contemplating purchasing one.
''We are delighted to see the exceptional consumer response to our TRIANO campaign,'' said David Sawyer, Siemens' vice president of marketing. ''Our national lead program puts consumers directly in touch with Hearing Care Professionals and is just one of the many programs Siemens sponsors to help hearing care professionals build a healthy practice.''
Advanced technology and all day comfort are key issues to consumers, testing showed. TRIANO is the only hearing instrument with TriMic™ , 3-microphone directionality (only available on the TRIANO 3 BTE). Easy to fit, TRIANO uses a simplified user programming interface to meet most patient's needs at the first fitting. Comfortable to wear, TRIANO adapts automatically, even in noisy situations.
This direct response campaign, including a full page advertisement and corresponding business reply card (BRC) appeared in publications targeted toward Baby Boomers such as Reader's Digest Mature, Secure Retirement and Medizine. Consumers were motivated to call a toll-free phone number in the ad or complete and return a BRC to receive free information regarding hearing loss and TRIANO. When consumers included their home address, Siemens sophisticated computer system matched their residence with the nearest Hearing Care Professionals. A list of nearby centers is included in the free information kit, along with a manufacturer's rebate certificate worth $100 off two TRIANO digital hearing instruments, or $50 off one TRIANO.
As part of Siemens lead generation program, when consumers call the toll-free number and request an information kit, they are given the option to speak directly with a Hearing Care Professional, resulting in qualified consumer leads sent directly to the professional. Siemens validates leads for its Hearing Care Professionals, saving valuable time by speaking with those consumers who are genuinely interested in improving their hearing.
About Siemens Hearing Instruments
Headquartered in Piscataway, New Jersey, Siemens Hearing Instruments, Inc.designs, engineers and manufactures advanced digital, basic digital, digitally programmable, and advanced conventional hearing instruments in all custom (In-the-Canal, In-the-Ear, and Completely-in-the-Canal) and Behind-the-Ear (BTE) models. The Company also offers audiological software, and a wide array of assistive listening devices (ALDs) such as amplified phones, which help improve the quality of life of the hearing impaired. Visit www.siemens-hearing.com for more information.
The Company operates as a subsidiary of Siemens Medical Solutions of Siemens AG (NYSE: SI) of Malvern, Pennsylvania and Erlangen, Germany, one of the largest suppliers to the healthcare industry in the world. More information can be obtained by visiting www.siemensmedical.com.
Click here to visit the Siemens Hearing Instruments website.
