Over the past few months we partnered with a couple of our customers in the Hearing Care Industry to help them with lead generation pilot programs. Specifically, using our self-administered simple hearing screener on an iPad as a method for both collecting names of potentially interested new customers, and pre-qualifying them based on whether or not they presented with some possible hearing loss. I thought you might be interested in some of what we learned.
Attended and Unattended Mode
First, we ran these pilots in a couple of different ways. One of our customers used the system at a health fair where it was continually attended by a staff member who was working at the event. They placed it in their booth on the conference floor and invited attendees to perform a quick, self-administered hearing screening test. The test itself took less than a minute. Attendees were asked to provide their contact details at the conclusion of the test so they could be scheduled for a more detailed follow-up appointment at the clinic if some possible hearing loss had been detected. If the test showed normal hearing and that they were not a good candidate for the clinics services, then no further action was taken ensuring they were not wasting any valuable clinic time with folks they didn’t really need to see.
In the second scenario, our customer partnered with a local pharmacy and had the system set up in a spot near the prescription counter. Although pharmacy staff kept an eye on the system, for the most part it was left completely unattended. Again, at the end of the short test people were invited to provide their contact details so that clinic staff could generate a list of potentially interested candidates. They too prioritized their follow up only with those who presented with some hearing loss.
In both of these programs our customers tailored the system for their specific needs. It was branded with their clinic logos so that the users knew who to expect the follow up phone call or email from. And each were able to decide exactly what information they wanted to collect in their forms. For example, one had multiple clinics across the city, so they opted to ask for a zip code so they could forward the lead to the clinic located closest to where the individual lived. The other wanted to collect a preferred contact method (email or phone) so we added this question to their form. Both also included branded signage that was affixed to the kiosk stand. The signs were large and eye-catching, used to capture attention and make it clear what exactly they were offering.
Easy Set Up and Installation
We deployed both systems with our Mobile Device Management (MDM) service installed. The addition of MDM meant they could literally unpack the boxes upon receipt, turn the iPads on and start using the systems. No initial set up is required on behalf of the user, so for those who are less familiar with tablet technology, or who don’t have the luxury of an in-house I.T. team, this service makes getting started a breeze. It also means that we handle things like ensuring the system is running the latest iOS or version of the software, that corporate policies like the use of passwords or patch upgrades are always enforced, and that they have easy access to training materials or videos right from the iPad.
The screener at the health fair was used over a two-day period while the one in the pharmacy was set up for 10. Since the health fair screener was constantly attended, our customer opted not to use any sort of stand or case, while the unattended pharmacy system was securely locked in a kiosk stand with an integrated headphone holder the prevents the transducers from coming detached from the iPad itself. We work closely with the supplier of the kiosk stand and we chose them in part because they offer hardware set up support. Once the kiosk stand and iPad system arrived at the pharmacy they sent a representative to complete the installation. Our customer didn’t even need to be there for the system to start generating leads!
This new customer acquisition solution includes access to our cloud-based portal, which is where all of the leads are automatically pushed. So, while staff were at the health fair employees back home could access the portal in real-time and immediately send out follow-up emails – while their brand name was still top of mind – to these newly acquired contacts. Same for the clinic who partnered with the pharmacy. Access to the iPad itself is not required to view who had completed the test. They just logged into their portal and exported a CSV file of new contacts every day for those 10 days.
What Did We Learn?
First, here’s what we already knew. It is not unusual for our hearing services clinic customers to spend upwards of $400-$600 to generate one new lead, and this is if they actually run any marketing campaigns. That lead could very possibly be someone whose hearing does not make them a good candidate for the clinic’s services. But we also learned that many of customers simply don’t know where to begin with marketing, and are looking for new and innovative ways to engage with potential new customers.
Lead Generation for Less
Our customer who used the system at the health fair generated 110 qualified new leads over those 2 days. A portable audiometer price varies depending on whether or not you wish to use an iPad you already own, or purchase a new one. We based our cost-per-lead calculations on a system with all the bells and whistles (iPad included). Because it is available for a low monthly subscription fee, we were able to estimate a total cost per lead for this one event of approximately $2.25. This customer actually attends 2 events per month, which drives that number down even more.
For our customer who left the system unattended, 48 people started the test and 38 people completed it. 25 of those 38 presented with possible hearing lost. That is 25 qualified leads in 10 days. And in their own words, “we didn’t have to do a thing”! Had they used any other marketing tactic, the program could have cost them upwards of $20,000.
It was a great learning experience for us all. Since that time, we’ve tweaked the system slightly to add more customization options, we’ve learned a few more things about optimal kiosk stand configurations, and frankly we’ve helped a few more people generate more leads. We’d love to do the same for you. Whether you have a well-oiled marketing engine working for your now, or if you really don’t know where to begin, leveraging this kind of technology is a simple, cost-effective, and highly engaging way to generate interest in what you have to offer.
If you would like to learn more about our SHOEBOX QuickTest new customer acquisition tool, click here. We’d be happy to tell you more about it, including how you can use it to help grow your business.
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Gina brings almost 25 years of technology marketing experience to her position with SHOEBOX. She joins the company from IBM where she led worldwide digital marketing strategy for the Security Division. Prior to IBM, she was Director of Marketing for Watchfire (acquired by IBM) where she led demand generation and communications strategy.