Christi Pedra has been named president and chief executive officer of Siemens Hearing Instruments Inc, Piscataway, NJ. Pedra joined Siemens in 1986 and was promoted to Chief Operating Officer in 2004.

After the announcement, Siemens unveiled plans to provide customers with support programs to help build their businesses.
“In order to grow our business, we depend on a strategy of strengthening relations with our small and large customers,” Pedra said. “One of the keys to our continued success this year will be our aggressive investments to support audiology practices and hearing care professionals with initiatives that are designed to help our customers grow their businesses and secure their future.”

Among the new initiatives Siemens is implementing is the Siemens Business Partners (SBP) program for the independent dispenser. SBP will now offer a special business financing program, and customized marketing initiatives that will help them to connect with more hearing impaired individuals.

The company also announced it is initiating consumer marketing and public relations programs focused toward the end-user, and is poised to expand the reach of its pediatric program via a branding partnership and increased specialized pediatric staff.

To help facilitate the initiatives, Pedra said the company is expanding its sales force to increase customer support. “Siemens has always been astute to our customers’ needs. This sales staff increase will boost our presence throughout the US, so we can more positively impact our customers with better access to the company’s support resources,” Pedra said.

[SOURCE: Siemens Hearing Instruments Inc, January 2007]