When ReSound launched their first pediatric hearing aid, they faced a new market with an extremely dominant market leader and a particularly cautious target audience. ReSound’s excellent product had everything anyone could possibly want in a hearing aid for children. The challenge was to give pediatric audiologists a good enough reason to try something new.
We helped ReSound develop a positioning strategy based on an all-important benefit no other manufacturer provides: maximum access to speech and language from the first fit and beyond. We created a visual universe, a multimedia campaign, extensive support material for parents and internal training material to support the launch and help ReSound attain its desired position. We later extended the concept to cover the worldwide launch of ReSound’s second pediatric product, which features direct audio streaming from iPhone, iPad and iPod touch.