Understanding the Story:
Unitron is a global developer of advanced hearing instruments (hearing aids) and has been serving audiologists and hearing health professionals since 1964. While the company has developed some of the most innovative breakthroughs in the hearing healthcare industry, marketplace and ownership challenges have hampered them from effectively telling their story about hearing innovation. Most of their customers, let alone their prospects, are not familiar with the story of Unitron’s technology advancements that have been adopted by the rest of the industry. Compounding this problem,most hearing aid manufacturers are perceived to be the same, casting the industry as a whole into a commodity pricing and promotion structure.

Crafting and Telling the Story:
Sight Marketing worked with Unitron to establish a clear goal for the project: communicate to both customers and potential customers the story of innovation and to break through traditional marketing tactics adopted by the industry, and too uncover bold and differentiating stories that would make an impact on the target audiences.

Crafting and Telling the Story:
Sight Marketing worked with Unitron to uncover bold and differentiating stories that would make an impact on the target audience.

The messaging is a balance of bold statements about the innovative approach to developing hearing aids, and the proactive steps Unitron takes to help hearing health professionals become heroes for their patients.


The launch of a 1:YOU® nurturing campaign has provided the opportunity to measure the results of specific initiatives and sense and respond to customer preferences: all while building awareness and generating leads. Tactics supporting this effort include:

• A targeted email campaign for current customers linking to a personalized, dynamic and measureable microsite
• A direct mail campaign with strong calls-to-action that direct hearing health professionals and audiologists to an opt-in microsite that delivers detailed information on innovative technology and invites visitors to experience the difference Unitron can make for their business and patients
• Online and print trade ads with opt-in calls-to-action to access the measurable microsite
• Agency-of-record creative and content development services to support sales and marketing objectives

The Story’s Impact:
The progressive response as of phase 3 is 13% compared to the Direct Marketing Association benchmark for Healthcare Marketing of .53%. More important, Unitron is using its marketing efforts to develop deeper relationships with customers and prospects.

A brief highlight of successes includes:

• Creating terrific market awareness with impressions per audiologist of approximately 17:1 over the last 3 phases
• Growth of the Unitron contact database by 13%
• Better communication between marketing and sales, leading to alignment of messaging
• Increased awareness and a positive, emotional response from current customers.
• Increased learning about customer interests and preferences.