A new, active generation of end users is coming and Oticon, Somerset, NJ, says it will be ready to meet their rising expectations with new products, services, and business support initiatives. Oticon introduces a new corporate brand strategy that is a strong commitment to hearing care professionals worldwide, to provide the support they need to empower people with hearing loss to continue to take an active part in life. The strategy aims to enable the company and hearing care professionals to meet the high expectations of today’s aging generation.
“Everything Oticon does is grounded in a long-standing commitment to putting the needs of People First,” says Oticon President Peer Lauritsen. “While our core philosophy remains the same, in the future Oticon will interpret this philosophy in the context of the new changed user, and the consequences this has for the hearing industry.”
Modern society is reshaping what it means to age, and the company says today’s aging generation is well informed, more demanding than ever before, and the most health-conscious generation that has ever lived, bringing their health-oriented mindset to hearing care as well.
Going forward, Oticon says it will strengthen its focus on developing hearing solutions and support tools that empower people to play an active part in life. Oticon’s broadened approach will combine technological aspects with new services and business-support initiatives based on end-user insights.
“Helping hearing-impaired people to hear better is simply not enough,” says Lauritsen. “We must expand our commitment to empower them to communicate freely, to interact naturally and to participate actively.”
Oticon’s new corporate strategy strengthens the company’s focus on end-user benefits that are valuable and relevant to end-users and hearing care professionals. The new strategy is built on three guiding principles: People are the starting point, Innovation is the means, and empowering people is the company’s shared goal.
Oticon is in constant dialogue with end-users, listening to the personal and professional challenges they face every day. Working one-on-one with hearing care professionals and their clients—in the laboratory, in the field and at Eriksholm, the company’s international research center, Oticon gathers insights that form the starting point for new discoveries that address users’ expectations, needs, and social interaction in daily life.
“Our culture of innovation gives Oticon the energy and the ability to be the first to bring the best ideas to markets,” says Lauritsen. “This enables us to set new standards by turning seemingly impossible needs and wishes into new and beneficial solutions.”
Oticon believes that true innovation occurs when people work together across teams to find ways in which advanced technologies can meet end-user needs. Only when audiology and technology are powered by end-user insights can innovative hearing care solutions be created, says the company.
To foster successful daily interaction between hearing care professionals and their clients and to help build successful practices, the company says it will strengthen its offering with a wide range of effective online and offline tools. The introduction of new support initiatives will be based on the insights of a more active and demanding generation of end-users.
Empowering people to play an active part in life is a goal that Oticon shares with hearing care professionals worldwide. “By supporting hearing care professionals to become stronger and more successful life-quality providers, we can together achieve our goal of empowering people with hearing loss to live active, vital live,” says Lauritsen.
The new corporate strategy will shape and direct the work of the entire Oticon network, which includes more than 100 sister companies around the world.