The "Facts an Figures": Where is the untapped pontential?

• The average age of first-time hearing instrument users is 69 years, and the average age of all hearing instrument users is significantly above 70 years.
   
• The largest untapped potential of hearing impaired non-users is in the age group 50-65.
   
• Until now, members of this age group have not been attracted by the industry’s product offerings and marketing efforts.

Chart indicates hearing impaired population (yellow) and hearing instrument users per age group (green). Arrow “1” indicates the limited potential growth of the current client base,whereas arrow “2” displays the tremendous growth potential of the age group 50-65.

Analysis of "the reason why": Misconception and stigma

• Among non-users, hearing instruments are perceived as big, ugly and an obvious sign of old age and infirmity.
   
• Traditional marketing for hearing instruments does not address members of this specific age group and may actually further alienate them by perpetuating the stigma they so strongly avoid.
   
• Most of these people who have tried hearing instruments were disappointed by their performance because of missing benefits, especially in noisy environments
   

Negative perceptions lead this age group (50-65) to reject traditional hearing instruments!

Audéo Personal Communication Assistant is a break-through for living life to the fullest – a perfect balance of state-of-the-art technology and cutting-edge design. Stylish, discreet and packed with leading technology, Audéo offers a new generation of clients the perfor-mance they demand in a look they will embrace.

The Solution: A new product and a new communication approach

• To overcome the rejection of the current context of hearing instruments, Phonak has created a new product category – Personal Communication Assistant (PCA).
   
• Audéo PCA is the high-tech accessory consumers want, not a hearing device they need.
   

The world of Audéo Personal Communication Assistant dispels negative perceptions and reluctance to try by offering:

• Superior product performance with enhanced sound quality (CrystalSound) and state-of-the-art directional microphone technology (digital SurroundZoom) with noise suppression.
   
• Award-winning product design in unique, modern color combinations.
   
• A positive, new message: You have a great life, and Audéo can make it even better.
   
• Marketing tools offering a fresh, surprising and attention-grabbing visual concept.

In all materials and formats, we appeal to this new generation with a consistent message. Audéo will allow them to continue to be dynamic, active people, seizing every moment of life and living it to the fullest.