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Based on a Strong Commitment

Introducing Oticon’s New Corporate Brand Strategy.

Smørum, 09.02.2010 – Oticon’s new corporate brand strategy is a strong  commitment  to hearing care professionals around the world to provide the support they need to empower people with hearing loss to continue to take an active part in life. The new strategy is designed to enable both Oticon 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. While the 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.

Meeting the Needs of an Active, Health-Conscious Generation

Modern society is reshaping what it means to age. Today’s aging generation is well informed and more demanding than ever before. They are also the most health-conscious generation that has ever lived – and they bring that health-oriented mindset to hearing care as well. Helping them to hear better is simply not enough. Oticon is committed to empowering them to communicate freely, to interact naturally and to participate actively.

The population that needs hearing solutions now and in the future is changing. The balance between the users of today and the users of tomorrow has reached the tipping point. It is critical that the hearing solutions Oticon creates and the support tools the company develops are designed to empower people to play an active part in life. Oticon’s broadened approach will combine technological leadership with new services and new business support initiatives based on end-user insights.

Based on a strong commitment

Oticon’s new corporate strategy is expressed in a brand model that is built on a strong commitment: People are our starting point, Innovation is our means, Empowering people is our shared goal. Within this model four focus areas are presented in which Oticon’s passion, expertise and commitment come together to support hearing care professionals. It is in these focus areas that Oticon’s investments and concentration of efforts and resources will take place in the future.

People insight: People are our starting point

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, Oticon’s international research center – new discoveries are constantly made about users’ expectations, needs and social interaction in daily life.

These insights form the starting point of everything Oticon does.

Innovation is our means

Oticon has defined four focus areas where passion, expertise and commitment come together in supporting hearing care professionals.

Audiology & Technology

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.

Counseling and Fitting & Business Support

To foster successful daily interaction between hearing care professional and their clients and to help build successful practices, Oticon offers a wide range of effective online and off-line tools. In the future, the introduction of new support initiatives will be solidly based on the insights of a more active and demanding generation of end-users.

Empowering people is our shared goal

This is Oticon’s strongest and most valued commitment. Empowering people to play an active part in life is a goal that Oticon shares with hearing care professionals around the world.

People First
is our commitment to empower people through insight and innovation