This course is divided into four sections, each section also containing interactive exercises designed to educate and entertain audience members:

Section 1 offers valuable insights into the Mature Marketplace, focusing on physical and cognitive changes that occur with aging and how they impact the decision-making process, Market Segmentation behaviors and characteristics, and the "5 Key Concepts" that motivate the Mature Marketplace.

Section 2 describes ways to establish an "Identity" that sets an institution or private practice apart from the competition, while creating the perception of added value for its products and services. It also identifies key buying patterns unique to the Mature Marketplace and the "Competitive Advantage" each hearing healthcare professional possesses, but perhaps has not used to full advantage.

Section 3 focuses on the imperative of building relationships with patients and family members as a pathway to providing optimum care. It also offers examples of Relationship Building tenets used in other industries that can be assimilated into hearing healthcare. Significant time in this section is also spent on Staff Development programs that are integral to maintaining patient relationships that endure.

Section 4 offers detailed "How-To's" on the variety of Marketing tools available to hearing healthcare professionals. These include traditional methods like Direct Mail, Print and Broadcast Advertising, and the development of Collateral Materials. But given ongoing changes in consumer preferences, it also includes new methods like Retention Marketing, E-Marketing, Free Media, Social Media and Community Outreach. 

Learning Outcomes:
During this presentation, participants will:

• Learn the "5 Key Concepts" that motivate the 50+ Mature Marketplace;
• Understand how the unique physical and cognitive changes that occur with aging impact the decision-making process;
• Develop enhanced relationship-building skills for all staff levels that lead to increased patient satisfaction and long-term business growth;
• Create traditional marketing programs proven to be effective, especially in times of economic challenge and limited budgets; and
• Develop new Marketing programs, including E-Marketing, Social Media, Free Media and Community Outreach, that reflect ongoing changes in consumer preferences.

Speaker: Don Marsh, Healthcare Marketing Consultant - San Diego, CA