1. But waiting creates anxiety. Waiting
without engagement creates frustration.
The waiting room has come to represent
a containment space of inevitable
frustration for both patients and
practitioners. But what if the waiting
room were good for more than just
waiting? What if you could turn your
waiting room into a powerful patient
engagement tool? We are here to show
there is power in waiting when you have
the right message.
By Michele Ahlman
CEO Clear Digital Media
There’s
in Waiting

2. MAGAZINE
They say your eyes are the
windows to your soul. Well, your
waiting room is the window to
your clinic’s soul. It is your
customer’s �irst impression and
you have approximately 7 seconds
to make it a great one. The
atmosphere, how they are greeted,
the materials provided - all of
these elements are processed
rapid-�ire by your customer’s
brain. An impression is formed
instantly. Make your waiting room
an incubator of passion for you
and your products.
I recently read an article in
the AARP bulletin titled, ‘Selling Us
Short’. The article talked about
how advertisers still tend to ignore
the over-55 crowd and when
mature people are included in an
ad they are depicted as decrepit
and old. They reference one ad in
particular- a Taco Bell ad that
features a couple of old “codgers”
who are the spitting image of
those grumpy Muppets in the
theatre balcony. And of course,
what do they make obvious? The
old guy is wearing a hearing aid.
It’s bad enough society
already associates hearing aids
with the cranky old fart who wears
a bow tie and smells funny. And
yes, certainly some of your
patients may �it that description,
7 SECONDS
TO MAKE AN IMPRESSION
Incubator of Passion

3. however, we all know there are a
substantial number of people with
hearing loss who are active,
involved and young (or at least
young at heart). You’ve spent
time, money & effort getting that
customer in your door. And you’ve
done this despite the youth-
obsessed advertising industry and
the consumer mindsets that keep
many who need your help, away.
HNN empowers you with the tools
to reprogram the mindset of the
customer. When your customers
walk through your door and are
greeted with professionally
developed, engaging content that
makes a personal connection, you
are demonstrating your respect
for them and building the
foundation for delighted
customers.
78% of patients see the
relationship with their
doctor as second
only to family
HNN gives you the power back.

4. Emotional anchors are triggers -
sounds, images, smells – that take
us back to a place in our head- like
mental sticky notes. Triggers can
take us back to wonderful places.
They can also take us back to
not-so-good places. Emotional
anchors are powerful. Your
waiting room is one big ass
emotional trigger for your patients
and their family. How it feels, how
much light comes in, how the
furniture is laid out, the attitude of
the front of�ice staff, the visuals -
these all create emotional triggers.
Engaging your customers in that
space can be the beginning of a
lasting relationship or it can result
in an expensive lead, leaving after
that �irst appointment, with no
intent to return. Patients and their
families in waiting rooms can be
anxious, concerned and skeptical.
The environment
where they wait will
either add to their stress,
or help relieve it. Whatever
feelings are created in the
waiting room, follow patients into
their appointments and, either
positively or negatively, affect their
interactions with staff and with
you as their hearing care
professional.
We create a customized playlist
designed to suit the speci�ic
demographics of your patients,
making an emotional connection
and preconditioning them for their
appointment. This preconditioning
can improve closure rates by
5-7%. We develop content that
not only engages your customer; it
in�luences the in�luencer – the
family. This is where you have an
unfettered opportunity to deliver
your message at a crucial
decision-making point. This is
where you can overcome
skepticism and concern about the
potential cost by identifying the
distinct and proven bene�its of
ampli�ication.
Create an Emotional Connection
The
environment
where they
wait will
either add to
their stress,
or help
relieve it.
HAPPY
SAD

5. The Hearing News Network
Patient Engagement program
captivates your patients with
fresh, rich, constantly updated
content. Working with our Patient
Engagement Expert will provide
insight and guidance in the
development of your custom
content. Our content library is
updated weekly and includes
custom seasonal segments,
hearing health, co-mobitidites and
customer loyalty pieces.
Having a captive audience
is your opportunity to educate
patients about what to expect in
their appointment, the hearing
devices you offer, showcase your
expertise and share �inancing
options such as Care Credit.
HNN delivers content as an
objective 3rd party, which is a
powerful factor in building
credibility and increasing your
close rate. Because the content is
all designed by our professional
graphics team and formatted to
view as a network program, it
serves as an inferred endorsement
that deepens the engagement.
Deliver Dynamic Content
In a recent survey of
patients in an
HNN-equipped
waiting room, we
asked what their
overall impression
was of the
information provided
on the screen. The
overwhelming
response was, “I
learned a lot about
the impact of hearing
loss,” followed by,
“Had I known this
before, I wouldn’t
have waited so long.”
This is exactly the
thinking you want
patients to have. This
is what we call “It
Matters” thinking.
The patient now has
the mindset that your
solutions matter.

6. Get your patient thinking
positively about the outcome of
their appointment before they
step foot in your evaluation room.
With approximately 70% of
patients accompanied by family
members to their appointments,
HNN provides an opportunity to
speak to family as well – engaging
them to think about their own
hearing health. Customers come
to your of�ice to solve a problem;
Keeping their mindset on the
positive outcome of the solution is
critical to closure rates. In
addition, reaching return patients
with content that continues to
inform and educate them on the
process of adapting to their
hearing device is key to reducing
return rates. According to
research, an unhappy customer
will switch providers and
unfortunately, a satis�ied customer
may also switch. Often, this is
based on mis-aligned
expectations. How do you
ensure a patient who
seems satis�ied does not
abandon you as a
provider of hearing care?
We work with you to
create content that conditions
your patient pre- and post care,
establishing the right expectations.
We will work with you to develop
custom pieces that may
communicate steps you
speci�ically want patients to take
following a �itting or insights for
family on how to help the patient
adapt to the new hearing device at
home. This is a differentiator that
develops Apostles and keeps
satis�ied customers out of the zone
of indifference.
Engage
the
MOTIVATE
The health and success of your clinic depends on a
number of equally important factors
BRAINBRAIN

7. $
Butts in the Booth: You need a
steady stream of prospects to
test. We all know this is easier
said than done. You may
spend $150 - $500 per lead
just to get people through your
door. We have a new
Physician’s Marketing
Program to help drive
quali�ied leads to your practice
at a fraction of the cost of
traditional media, leveraging
the credibility of the physician.
Successful Sales & Fittings:
Start the selling process the
minute the customer walks
through your door. HNN is
your platform to differentiate
and engage your patient at the
point it is most critical – at
that point they are making a
decision to purchase.
Patient Referrals: Your
current customers are
precious and a key driver of
growth & pro�itability. HNN
provides the platform to
interact with your patients
while they wait, as if they had
a concierge sitting there, �illing
them in on the latest
information. This guarantees
an improvement in patient
satisfaction, which results in
patient referrals.
“I was running about 25 minutes late... brought my patient back
and fit her with a new HD. As she was getting up to leave, she
said, "I have to tell you how wonderful your TV is out there. I
learned so much today from you!" She then replied, "You know,
I didn't even realize we were running late, I was pleasantly
entertained!"
HNN manages the perception of time in the waiting room, effectively masking potential
delays, and improving patient satisfaction, which results in more referrals.
-HNN service user testimonial, Complete Hearing Solutions

8. $
Digital content in the waiting room
provides the platform to inspire
and empower your customers.
Testimonials and better yet, videos
of satis�ied patients telling their
stories of triumph, success &
excitement are remarkable tools to
inspire new patients. We work
with each clinic to craft custom
content pieces that showcase your
apostles, leveraging their passion
for your products & service and
literally making them sales people
in the waiting room. Psychology
teaches us that we as consumers
want to be right – we want to
believe we made a good purchase
decision and will talk ourselves
into that belief if buyer’s remorse
starts to creep in. HNN delivers
supportive insights that help your
customer navigate this exciting
new world of hearing better which
helps set appropriate expectations
for your customer, easing any
uncertainty and dramatically
improving retention. One of the
challenges many clinics face is the
retention of professional,
long-term front of�ice staff. HNN
can inspire & empower your front
of�ice staff by exposing them to
even deeper insights on hearing
loss as well as providing exposure
to new technologies you offer.
HNN inspires your customer to
engage and ask questions while
empowering your front of�ice staff
to respond with professionalism
and knowledge.
After viewing digital
signage, 93% of
doctors said patients
asked more
thoughtful questions
Inspire and Empower

9. Can you imagine having every
patient mentally prepared,
motivated, informed and inspired
to take action as they begin their
appointment? How fantastic
would it be to start every test or
follow-up with a patient who feels
engaged and understood?
Without a minute of staff time, the
content on your HNN screen can
educate your patients about what
to expect in their appointment,
how our brains adapt to new
hearing aids, why binaural �ittings
positively impact hearing, how
technology has improved or what
�inancing options are available.
We have speci�ic content designed
to educate the patient about the
audiogram and explain the terms
used to de�ine hearing
measurement. These pieces have
been designed to eliminate fear
and reduce the intimidation
patients may feel when introduced
to unfamiliar terminology. Our
educational content also serve to
minimize the burden on you, as
you navigate the often diverse
capacities your customers may
have in understanding the
concepts surrounding
ampli�ication and hearing loss.
The Hearing News Network
educates and inspires your
patients. In addition, we offer
relevant, happy news and
entertainment content that puts
patients and their families at ease.
Educate and Prepare
After patients
viewed digital
signage, 87%
of doctors
said that time
was spent
more useful.

10. Results = Lifetime Value
According to studies, point-of-care
marketing has proven to have a
positive impact on customer
lifetime value. Failure to
implement point of care
marketing, waiting room
engagement and retention
marketing programs in your
practice is like training for months
to run a marathon, then stopping
short of the �inish line on race day.
- Increased lifetime value of each
and every patient
- The development of raving fans–
aka Apostles
- Increased patient referrals
- Reduced return rates
- Increased closure rates
With 400 of your peers and 25,000
physicians using digital media in
their waiting rooms, we know it
works. The existing evidence
concludes that the waiting room
experience is an important driver
of patient satisfaction. The results
of surveys taken in 10 primary
care of�ices show that how
patients feel about their physician
and the quality of their health care
are directly related to their
impression of their time in the
waiting room. Take action to
improve patient satisfaction,
engagement, closure rates and
patient referrals. Come see us for
more information on our HNN
Patient Engagement Program and
our HMN Physician’s Marketing
Program, designed to leverage the
credibility of the physician to drive
leads to your clinic.Implementing point of care
marketing such as the Hearing
News Network results in:
cleardigitalmedia