When the FDA signaled in 2021 that it would soon allow the sale of over-the-counter hearing aids, new entrants poured into the hearing aid market. Lexie Hearing, an established brand with roots in hearing loss detection and diagnosis, engaged SGA to amplify its voice among competitors and as a thought leader.<\/p>\r\n
The Challenge: South Africa-based Lexie hired SGA in July, less than a month before the FDA published regulatory guidance making over-the-counter hearing aids available to tens of millions in need. This change created a new category of medical device and the biggest market event in Lexie’s history. Manufacturers had just 60 days to comply. But with no prior PR experience , only 2% share of voice among key competitors, and a nonexistent US presence, Lexie had a bigger problem: raise brand awareness, fast. <\/p>\r\n
The Approach: Lexie needed to reach a large audience of US adults 40+ quickly. Recognizing the small window of time, we began building momentum and credibility immediately with key national reporters, sharing statements from our top executives and following up as rumors of the announcement escalated in early August. On SGA’s counsel, Lexie took several steps to improve visibility and create solid momentum leading up to the FDA implementation date of October 17. For example, we: •Took a calculated risk that the FDA rule would take effect by fall and an booked an SMT partner to secure broadcast slots in markets with large populations of seniors. •Worked with Lexie to expand the planned scope of a partnership announcement with sound leader Bose to include a wire release and proactive outreach. •Carefully managed and sequenced a series of announcements with retail partners like Walgreens, QVC and Walmart around our SMT and new product announcement – the first new product announcement to correlate with the FDA regulations <\/p>\r\n
The Result: By the time OTC went into effect, Lexie was already mentioned in more than 350 related stories, including a Sunday Washington Post front-page article that ran in print and online on October 16. That momentum created a media halo that allowed us to dominate day-of coverage. Lexie’s name immediately became synonymous with over-the-counter hearing health as Sen. Elizabeth Warren posed for pictures with a Lexie Lumen (unprompted and completely organically) and outlets began to list Lexie as the category leader. The New York Post called Lexie a “trusted brand,” and Money Magazine wrote, “now that hearing aids are available over the counter, Lexie has instantly become the most prominent name in the category.” <\/p>\r\n
Key Outcomes •3,834 earned media stories, including more than 1,000 unique stories •Product recommendation from USA Today Reviewed; later named a USA Today top product of the year •Sold out inventory in 2\/3 product SKUs •2x web conversion rate •47-point increase in Share of Voice - displaced previous category leader •Cited by New York Post, USA Today, Money.com and other national outlets as a leader in the category •Winner of the inaugural USA Today Reviewed AccessABILITY Awards •Asked by USA Today to participate in an exclusive panel at CES<\/p>\r\n
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