Oticon B2C Lead Generation

Created more Oticon opportunities by connecting patients with local professionals through an integrated digital ecosystem.

70% of traffic going to Oticon.com was consumer traffic, but there was no way to successfully capture and nurture B2C leads for Oticon hearing aids.

The primary goal of the Oticon lead generation program was to effectively drive and nurture end-users toward our platform, Oticon.com,  and provide the best-branded experience to drive patients to Oticon-friendly clinics to be fit with Oticon hearing aids.

• The customer journey starts online and a professional online presence is necessary to be competitive in the marketplace
• It’s our ambition to capture the growing segment of people actively searching online and drive them towards our platforms and network of clinics
• As a group, we aim to be the first reference point in the hearing healthcare information market and have the ambition to accompany the users at all stages of the customer journey, from acceptance to the adoption of a hearing care solution.

Develop and implement a solution that will make it possible to:

1. Capture leads on our platforms
2. Handling leads
3. Allocation and prioritization of leads to brand-friendly clinics
4. Nurture leads
5. Follow-up on appointment outcomes

The solution included a comprehensive five-track approach:

• CRM: to support lead generation and email and call-center lead nurturing
• Call Center: stood up and trained a call center to provide customer service support
• Lead Allocation: developed a model for allocating leads to affiliated locations
• Governance Model: establishing an operating model to support the customer experience
• Reporting: defining targets and establishing KPIs  

Implemented end-to-end digital solutions to present, track, and convert more opportunities. Updated the UX on Oticon.com allowing consumers to take action. Launched a CRM with lead nurturing and call center flows, allowing the brand to drive and nurture leads collected through offers, landing pages, and web forms or direct contact with Oticon call center agents via dedicated 800#s.