Social Media Marketing Success for a Leading Healthcare Brand, Phonak
Client
Phonak (Sonova Holding AG)
Category
Social Media Marketing
Key Objectives
Create mass awareness about the signs and impact of hearing loss, particularly among the elderly.
Encourage people to take the Hearing Test as a first step toward addressing hearing loss.
Promote Phonak Audeo Marvel and educate the target audience about its benefits and solutions.
Reach young adults and family members with emotional ads encouraging them to care for their elderly dependents.
Background
Phonak is a brand of Sonova Holding AG, a globally active Swiss company specializing in hearing care solutions. For over 70 years, Phonak has been at the forefront of innovation in the hearing aid industry, offering state-of-the-art hearing systems and wireless devices to a growing global population in need of hearing care solutions.
Challenge
Phonak faced limited awareness about hearing loss and the solutions available to address this issue. Many people, especially the elderly, often ignored hearing loss symptoms, and there was a lack of awareness among family members who could encourage their loved ones to seek help. Additionally, awareness of Phonak's unique selling propositions (USPs) was low, with a heavy reliance on audiologists to promote their products.
Why It Mattered
Increasing awareness about hearing loss and the benefits of Phonak’s solutions was crucial for reaching potential customers, encouraging early intervention, and positioning Phonak as the preferred choice in the hearing aid market. This was especially important in urban India, where a growing middle class could afford such healthcare services.
Our Approach
Nebula developed a targeted social media marketing campaign aimed at raising awareness about hearing loss and promoting Phonak’s solutions. The strategy included informative and educational content, emotional advertising, and engagement-driven posts to reach young adults and family members who are key influencers in encouraging hearing care.
Strategy
Social Media Awareness Campaign, Emotional Advertising, Educational Content, Engagement through Testimonials and Success Stories.
Nebula's Framework
Informative Content: Developed educational posts focusing on hearing loss awareness, "Did You Know?" facts, and product information. Emotional Advertising: Created ads that emotionally connected with young adults and family members, encouraging them to support their elderly in getting hearing care. Engagement Tactics: Used testimonials, success stories, and interactive Q&A formats to drive engagement and conversations. Targeted Reach: Focused on urban centers in India, targeting educated, middle and upper-middle-class audiences, and audiologists as key influencers.
Results
The social media campaigns on Facebook and LinkedIn successfully increased awareness and engagement among the target audience. Regular posts about the signs of hearing loss and the benefits of Phonak's products led to heightened interest and inquiries. Emotional ads resonated with young adults, encouraging them to support their elderly family members in seeking hearing care solutions. The campaign effectively positioned Phonak as a top choice in hearing aids, driving sustained engagement and brand recognition.
Summing Up
Nebula’s focused social media marketing strategy significantly raised awareness about hearing loss and Phonak’s solutions among the target audience in urban India. By combining educational content with emotional appeals and engagement tactics, Phonak successfully reached a broader audience, enhancing brand recognition and driving meaningful interactions.
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