Starkey

Navigating COVID-19 (Coronavirus)

Market Impact: Three Phases of the Pandemic

As a global hearing healthcare company, we see and feel the effects of COVID-19. There is no playbook for what we are all experiencing and navigating as a global community. It is, however, increasingly important we all manage through this pandemic with an abundance of caution, care and responsibility so we are equipped to succeed together in our new “normal.” To help prepare for what's next, we’ve outlined three phases of this unprecedented event below:


Phase 1: Shutdown

Many states are in the “shutdown” phase right now, with some shelter in place or at home mandates keeping nonessential businesses closed. While we at Starkey believe hearing healthcare is essential, we understand that you must balance the needs of your business, your patients, the community and your family. The final decision on whether and how to remain open during this pandemic remains with you. If your business is temporarily closed, you likely have a bit more time on your hands. We recommend utilizing your time to execute the following:

  1. Update your social and digital properties
    Make sure your social media pages, your website and your Google Maps information are updated accordingly. Customers will be searching for days and hours of operation, as well as contact information they can use in case of emergency or to make future appointments.
  2. Organize your patient database
    Organize your database in a way that benefits your business operations most. That could mean organizing by hearing health needs, mailing address or patient demographics. This will allow you to organize service and communication plans around these patient segments.
  3. Continue communication with your patients
    Communicating with patients could take a variety of forms, from a simple phone call or an email campaign to a virtual visit using Hearing Care Anywhere. Now, more than ever, customers need your assurance and reassurance that you are there for them and are ready to support them in any way you can. This will also help you remain top of mind, leading them to make appointments when your business does reopen.
  4. Anticipate the “new normal”
    When your office reopens, social distancing recommendations will likely still be in place. Consider ways you can schedule appointments that minimize patient overlap, allow you to thoroughly sanitize surfaces in between, and balance the needs of both new and current customers.

Phase 2: Recovery

As mandatory shutdowns and restrictions begin to ease, and you are preparing to reopen, it is important to understand that this will likely be a gradual shift and that there will be new workplace standards and operational opportunities. Here are tips for preparing for business recovery:

  1. Be ready for an influx of appointments
    Current patients may be in need of service and repair appointments they put off before the pandemic. Many new patients will have been in close proximity with their immediate family, potentially magnifying unaddressed hearing health concerns. Additionally, hearing loss sufferers have been disproportionately affected by shutdowns and social distancing. Maybe they fell behind in school, felt less engaged while working from home or noticed extra difficulty when using digitized communication tools like phone and video conferencing. Make sure your appointment booking system, your staff and your office space are prepared to accommodate an escalated demand of services and increased traffic.
  2. Communicate in inexpensive and adjustable ways
    We encourage utilizing digital advertising methods on Facebook, Instagram, LinkedIn or Google, depending on where your target audience spends the most time. Prioritizing the digital spend is often the most cost effective and flexible method, allowing you increase spend on successful ads and target audiences, and pivot away from less successful ones. Because the news and messaging from media outlets, federal, state and local governments is constantly changing, we advise not getting locked into long-term marketing initiatives.
  3. Track and analyze tactics that got patients in the door
    During this time of recovery, we recognize that many businesses, both small and large, are extra careful about how and where they spend their hard-earned dollars. We recommend rigorously tracking what marketing and communications initiatives were most effective in converting to appointments. Was it a Facebook ad? A reminder postcard? An email newsletter? Once you know what tactics were most successful, you can then invest newly generated funds into these same practices.

Phase 3: Growth

We often hear the term, “get back to normal.” While some would like to return to the lives they had before the pandemic, the truth is, many things won’t ever be the same. Many people will return to their daily lives with an increased appreciation for the things in life that make them feel connected to loved ones. Maybe that’s going out to eat with your family at a local restaurant, seeing your favorite band in concert, or attending a street fair with friends. The common thread among these activities? The importance of hearing to be able to fully engage. Listed below are recommendations for thriving in a post-pandemic environment:

  1. Recognize the impact
    While many would like to return to some sense of normalcy, it’s important to show that you are aware of the impact the pandemic had and still has on your patients and their families. To further build rapport, be transparent about the impact COVID-19 had on your business. It’s crucial to set customer expectations accordingly. Be up front and honest about your capabilities in the immediate future.
  2. Be there for your patients
    It's no secret that the pandemic has had an effect on health and wellness, whether that be mentally, physically or socially. Additionally, at least some of your patients have likely been financially impacted by the pandemic. While service and repair appointments are essential to better hearing, patients may not be receptive to traditional selling and promotions tactics. However, they may be receptive to conversations about their current devices and their performance during stay at home and new ,more advanced technologies and alternative financing options. Simply let them know you’re there for them and their needs, whatever they may be.
  3. Innovate the way you work
    COVID-19 has challenged us to rapidly and strategically change the way we work. Examine what service offerings and marketing and communications tactics were most successful during the shutdown and recovery phases. Continue to invest in these best practices so you can deliver unparalleled service. As your partner, we will continue our dedication to supporting you, enabling the evolution and success of your business, and meeting the changing needs of your patients.

We hope you return to your practice with a renewed sense of purpose, because when people can hear better, they live better.