Does a hearing problem cause you to feel embarrassed when you meet new people? Then it’s time to get your ears tested. In a unique concept where people can take a hearing test on Facebook, get a personalized report and go on to book an online appointment for further analysis if required, KRDS India, the social media agency has developed a first of its kind application for Amplifon, one of the world’s largest hearing care solutions service providers. The Facebook app provides an online hearing test and aims to help those suffering from hearing loss.
Hearing loss is more common than we are aware. One out of every twelve (1/12) persons in India has a hearing loss problem. Over 60% of people in their 60s suffer from hearing loss and many would benefit from using a hearing instrument.
Describing the solution, Amandeep Singh, Business Head, KRDS India, said, “The goal for us was to create an efficient social media strategy for Amplifon that can reach out to India’s over 55 year old generation, who are most often confronted with hearing loss problems.”
I immediately got on the Facebook app on the Amplifon page to test my hearing, which I suspect is a little poor at times. You need to ‘like’ the page if you want to take the hearing test. Next you fill in your mobile number as the app pulls up other details like name, gender and email.
The test itself is a simple one though not conclusive by any means. It poses questions that have been prepared by a certified audiologist to best understand the user’s problem and offer the right advice. Once identified, a user can report to the nearest Amplifon Care Centre and book an appointment. Subsequently, one receives an email and a phone call from Amplifon, like I did.
Questions are around hearing related issues like: Does a hearing problem cause you to feel frustrated when talking to members of you family?; Do you feel that any difficulty with your hearing limits or hampers your personal or social life?; Does a hearing problem cause you difficulty when visiting friends, relatives, or neighbours?, and responses chosen can be: Yes, No or Sometimes.
It took me a while to explain the lady at the medical care centre that I was just testing the app and my hearing is hopefully not so bad. She insisted if I was still interested to have a thorough checkup of my hearing, I can always go ahead. There is a 50% discount on clinic appointment booking after you take the test.
The app displays the ‘Hearing Loss Rating Score Transparency Index’ to better evaluate where you stand. The index works like this: scores between 10-24 mean mild to moderate handicap or 20-50%, while scores between 26-40 mean severe handicap or 51-100%. Based on the test I took, the app said I have an indicative severe hearing loss of 51%-100% and immediately need to visit a clinic to avoid further loss. My answers were of course made up!
The Facebook app has enabled a Facebook invite button and the link to Amplifon India’s Twitter page and YouTube channel. The hearing test app is also being shared on its Facebook page to the 9.9 K strong fan base.
Reaching out to the TG
For Amplifon, this is a cool Facebook campaign that is tied up to its business objective. While its social media pages are creating awareness on hearing related problems, the app would ensure people take a hearing test and take further action in terms of a clinical or home appointment. At usual times, people aren’t bothered to deal with their minor hearing issues, the Facebook app solves this by making it easier to identify a hearing problem and visit the nearest diagnosis center, right while one is facebooking!
By keeping the app a like-gated one, Amplifon is also building its Facebook community with a relevant fan base. While one may argue that Facebook has a majority of youngsters, I think hearing loss impacts all ages and moreover youngsters would always try to get their elders to take the test.
The campaign is a good mix of awareness and sales. What do you think?