Breaking Psychological Barriers to Hearing Aids Through 'Community × Experience': Sonova Japan Reduces Consideration Period from Years to Under One Month

Sonova Japan Co., Ltd., the provider of the AI-powered hearing aid brand 'Phonak,' partnered with Ostance Co., Ltd. to design and operate real-world events targeting the senior demographic. The initiative aimed to shift the attitudes of 'latent users'—a group traditionally difficult to reach via flyers or digital advertising—by leveraging the senior community 'Shumin Club' for a 'Hearing Care Social Gathering.'

By providing end-to-end support from recruitment to event facilitation, the project achieved remarkable results: approximately 90% of survey respondents provided positive feedback, and some participants completed the purchase process within one month—a cycle that typically takes four to six years.

### Client Challenges - Difficulty reaching latent users who are aware of hearing aids but do not visit stores or make purchases. - Regulatory restrictions on using actual user testimonials in medical device advertising, limiting promotional methods. - Traditional advertising failed to overcome the psychological barriers associated with hearing aid adoption.

### Strategic Measures by Ostance - **Event Design:** Orchestrated a physical experience event utilizing the 'Shumin Club' senior community. - **Reframing the Narrative:** The event was branded as a 'Social Gathering' rather than a 'Seminar' to lower the barrier to entry and encourage peer-to-peer interaction. - **Empathy over Education:** Featured guest speaker Isao Watanabe, a Sonova ambassador and actual hearing aid user, to share authentic experiences that resonated emotionally with participants. - **Operational Precision:** Implemented details such as incorporating local area info in recruitment emails, announcing cancellation fees to ensure attendance, and using paper surveys tailored for those aged 70 and above.

### Results - Approximately 90% of respondents gave positive feedback. - Multiple participants visited physical stores immediately following the event. - Confirmed cases where the purchase decision was finalized within one month, bypassing the industry average of 4–6 years.