How to Increase the Frequency of Patient Upgrades Without Talking About ‘New Technology’ or Using Gimmicks

I’m going to share how you can build better processes into your business to reduce the time between a patient’s first purchase and their second purchase (i.e., their upgrade) by making some very simple changes.

  • Nothing I’m going to share is complicated.
  • Nothing requires you to fundamentally change your business.
  • And nothing requires you to be a marketing genius to execute.

But first, let’s talk sales.

Because, it’s important to understand why upgrading patients is one of the most important metrics that you should be tracking in your business.

Although we all focus on the numbers to win a new patient, the percentage of patients that are tested then fitted and average purchase value … we’re missing a big trick.

That’s because an upgrade patient is the EASIEST and most PROFITABLE sale that you can make.

Allow me to explain …

Firstly, it’s easier to convince a patient that already trusts you, understands your value, and understands the benefit of making the investment than a new patient.

Of course, they dropped several thousand dollars several years previous – but by following the steps in this article, you’ll be able to remove the resistance and make upgrades feel much more seamless.

Secondly, to drive an existing patient to a decision costs significantly less than to drive a new patient towards a decision.

You don’t have to spend dollars to acquire a customer, as they’re already a customer. Instead, you just have to lean on the communication channels that you’ve already established to give them a strong enough reason to step into new technology.

With that said, let me share the THREE things that you should be doing to drive more upgrades and reduce the time period between a patient’s first purchase and second purchase.

#1 – Setting a Precedent and Creating Another Reason to Choose You

When you lease or buy a new car on finance, the dealership will clearly explain that after 3 to 4 years, you have an option to upgrade and trade in your existing car for something new.

Why do they do this?

Because it sets a precedent of how frequently you should upgrade your car, and it ensures that they can generate repeat purchases more frequently.

The challenge with the hearing care industry is that we have often told patients that they receive our care for the life of a hearing device, and that hearing devices can last over ten years if well looked after.

Can you blame a patient for not considering an upgrade?

Now, although we’re VERY different to the snake oil car salesmen, there is a lesson that can be taken, adjusted, and applied to your business.

The lesson is:

You need to set a precedent of when a patient should upgrade technology.

The problem is, if you tell a patient that they should upgrade every 4 years when they’re about to make a several thousand dollar decision, then you’re going to cause that patient to reconsider their options.

That’s where a “Minimum Guaranteed Future Value” certificate comes in.

Many of our “Inner Circle” members have this built into their “All Inclusive” pricing package, and it works by offering the patient a trade-in value of $500 to $1000 for their hearing devices if they upgrade within 48 months.

This achieves three things.

Firstly, it’s unique and many of your competitors will not offer this – giving you the edge when a patient is making a decision.

Secondly, it sets a precedent that upgrading every 4 years is the “norm.”

Thirdly, it creates a strong reason for a patient to upgrade before this expires. It ensures that as the 48-month mark approaches, the patient is inclined to upgrade technology knowing they can step into new technology with a $500 – $1000 buy-back on their existing devices.

It results in many more patients upgrading earlier, with the “trade-in” value being removed off the full price that can be off-set against the savings made from not having to spend marketing dollars to acquire the sale.

#2 – Your Database is The Most Important Asset in Your Business. Treat it Like That. 

The biggest mistake that I see many hearing care clinics make is their lack of organization when it comes to patients’ data (for marketing purposes).

They run reports and have everybody grouped together based on no other information other than their date of purchase.

Yet what many don’t realize is that the biggest ASSET in their business is the pool of existing customers that trust them, have a need for their service, and that will need to purchase new technology in the future.

Your patient database is worth more future marketing dollars than anything else.

Only a few properly utilize it.

Yet the more selective that you can be with segmentation, the more powerful your marketing messages can be.

You should be able to segment your database based on simple things like:

  • The purchase date
  • The value of the purchase
  • The technology that they’re wearing

Once you have it correctly segmented, you can then pull specific lists to receive highly specific messages.

Ensuring you hit the right person with the right messaging is the quickest way to ensure your marketing is relevant, minimizes dollar wastage, and performs to its highest standard.

#3 – Use Intelligent Marketing Campaigns to Drive Upgrades (Not Just “New Technology”)

“New Technology” is the marketing message that most hearing care clinics use to drive upgrades, yet it’s fundamentally flawed.

Because, whether a patient makes a decision today or procrastinates for another 24 months, there is always going to be new technology.

Technology development doesn’t stop until the patient makes a decision.

It doesn’t give a reason for the patient to act immediately.

Plus, it’s a message that a patient has seen many times before.

It doesn’t feel new or interesting.

Of course, a small few will be interested because the timing was just right – but for many, there is much stronger messaging that you can be using.

Instead, consider using unique and interesting ways to capture attention and drive patients to make a decision, leaning on what’s happening in the world, the industry, or your business at the specific moment.

There are two recent examples that have out-performed anything we have seen in the industry.

The first is “The Charity Buy-Back Campaign.”

This is a campaign we run with “Inner Circle” members, and it’s a great way to drive upgrades AND build trust that you’re the community’s number one provider.

It works by partnering with a local charity that is in need of hearing devices.

A great example is a clinic in Texas that partnered with a local charity that supported the working poor in their area. The charity supported many with a hearing loss that were not in the financial position to invest in their hearing care. 

They mailed their patients that were due an upgrade to introduce the charity and explain that they’re looking to help the many people in their community that need hearing care (but cannot access it).

They then introduced that in order to help them, they were looking for hearing aids to refurbish and fit on these deserving local people.

A “buy back” was then introduced, where they offered to buy back their patients’ existing devices to be refurbished and fitted through the charity, while allowing patients to step into new technology for a savings.

The outcome was that many patients stepped forward, they were able to buy back their existing devices from between $200 and $1000, and this allowed them to step into new premium technology.

Their existing devices were then refurbished, and they were able to document the charity work they did through the media and gain local credibility and attention for helping the community.

The reason this campaign worked so well was because the decision to upgrade did not solely benefit the patient, but it also benefited somebody else in their local community.

It was a “feel good” decision, and it gave them a strong reason to upgrade.

Secondly, is the “Remote Beta-Trial Campaign.” 

This was a recent campaign that was sent during the peaks of COVID-19 where many “Inner Circle” members had closed their doors.

This campaign allowed patients to step into new technology for a savings (and has generated over $500,000 of revenue for “Inner Circle” members to date).

It works by introducing the challenges that you’re facing as an independent business in this crazy world and shares that you’re looking to introduce “Tele Audiology” to better support patients in the future.

However, you need help to beta-trial Tele Audiology and are looking for some trusted patients to join a beta-group where they will be fitted with new technology and supported remotely in exchange for a savings.

Patients want to help, you can fit and support them remotely, and many make the decision to be part of this beta-group and step into new technology.

This works because it’s sharing real truths, asking for their help, and giving them a reason to benefit themselves while feeling good about supporting you.

Once again, it doesn’t mention “new technology” but instead leans on ways patients can help and contribute by deciding to upgrade.

There are many other campaigns that you can use.

The key theme behind the successful campaigns that we see is that the patient needs a timely reason to make a decision now, feel like they’re making a smart financial decision by acting now, and that their decision is going to benefit others (not just themselves).

What You Should Do Now

First things first, consider the precedent that you’re setting with new patients and consider introducing a “Minimum Future Guaranteed Value” on their devices.

This is a super simple thing to add to your higher pricing packages that will effortlessly set the expectation of when a patient should upgrade.

Secondly, focus on cleaning up your database.

Whether you need to assign this task to a member of your team or ensure that all data going forward is accurately inputted with no corners cut.

Finally, run a campaign to the correct segment of your patients that is NOT “new technology” but is something that gives them an additional reason to make a positive decision.

Need More Help? Then the “Inner Circle” may be a good fit for you – click here to learn more.

Would You Like to Schedule a ‘Private Consultation’ with Phil?

Schedule a 90-minute consultation to focus on your business, your marketing strategy, and develop your next steps.

Want to be the first to be notified when a new article or resource is released?


No spam, awkward promotions, or cheesy emails – just pure, solid, business-building strategies and insights.

Recommended Articles

AlexCopywriter

Describe your role with Orange & Gray in 25 words or less

Helping write, plan and publish content.

What do you love most about working with clients?

The variety! There are always new and interesting projects and angles to work on.

What has been your favourite moment so far working in the O&G team?

The support from the amazing team!

Tell us a random fact about you in a short sentence - keep it clean ;)

I use to live in Switzerland!

If you could travel anywhere in the world for free, where would you go?

The Maldives

AlexandraTechnical Account Manager

Describe your role with Orange & Gray in 25 words or less

I make sure that the websites are up to date, functioning well and looking good.

What do you love most about working with clients?

I love being a part of a team that helps our clients to further help more people with hearing loss, tinnitus etc live rich, fulfilling lives. 

What has been your favourite moment so far working in the O&G team?

There is always a huge sense of achievement whenever we put a site live - we know at that point that the client is happy with the work we have produced and is ready to show it to the world.

Tell us a random fact about you in a short sentence - keep it clean ;)

Before joining Orange & Gray I was a classically trained chef and have also studied hypnosis and psychotherapy.

If you could travel anywhere in the world for free, where would you go?

India

AntonWeb Designer

Describe your role with Orange & Gray in 25 words or less

I am responsible for creating the look and feel of the websites that we build.

What do you love most about working with clients?

Understanding the personality of the individual brand and their people and translating it into a unique web user experience.

What has been your favourite moment so far working in the O&G team?

I really enjoy how everyone takes ownership of their roles thus creating a well-oiled machine.

Tell us a random fact about you in a short sentence - keep it clean ;)

I played Ice Hockey for South Africa ;)

If you could travel anywhere in the world for free, where would you go?

Maldives. Cliche but hey, it's for free!

BilCopywriter

Describe your role with Orange & Gray in 25 words or less

I provide content with an American style and the unique point of view from different regions of the U.S. to improve local SEO.

What do you love most about working with clients?

Because I have struggled with hearing issues, my passion is not only focused on the client, but also communicating hope to the people they serve.

What has been your favourite moment so far working in the O&G team?

O&G's team approach, which combines the unique talents of each individual to create top-level service to our clients, is our most impressive feature.

Tell us a random fact about you in a short sentence - keep it clean ;)

Away from my keyboard, my wife and I spend our time delivering food and basic household supplies to the less fortunate.

If you could travel anywhere in the world for free, where would you go?

Back to my family roots in England and the Scottish Highlands.

ClaireBrand Manager

Describe your role with Orange & Gray in 25 words or less

Ensuring that Orange & Gray is presented as an industry-leading brand, creating resources and experiences that make becoming an Inner Circle member something to aspire to.

What do you love most about working with clients?

I don't work directly with clients, but I do love seeing the wider team bring ideas and campaigns to life and how it helps them.

What has been your favourite moment so far working in the O&G team?

Being part of such a great team with a family feel to it really has been refreshing and it feels like a privelege to work alongside such great people.

Tell us a random fact about you in a short sentence - keep it clean ;)

I've been singing on stage since I was 6 and my mum is an opera singer

If you could travel anywhere in the world for free, where would you go?

I'd love to visit Singapore and Japan

ClintCopywriter

Describe your role with Orange & Gray in 25 words or less

I create engaging copy designed specifically with the client's needs at the forefront.

What do you love most about working with clients?

I like the challenge of trying to improve the awareness and overall sales of their businesses.

What has been your favourite moment so far working in the O&G team?

Receiving my first assignment and getting to show my new co-workers that I'm capable and proud to be working alongside them.

Tell us a random fact about you in a short sentence - keep it clean ;)

I used to be a golf professional.

If you could travel anywhere in the world for free, where would you go?

Bora Bora, it looks beautiful and it's fun to say.

Clive MargettsCEO

Describe your role with Orange & Gray in 25 words or less

I see it as a team builder and facilitator. Making sure the right people occupy the right roles.

What do you love most about working with clients?

I don't too often, but when I do it's the people interaction. Getting to know our clients' interests, approach to business, motivations and dreams.

What has been your favourite moment so far working in the O&G team?

It may sound a bit twee, but I'm so proud of what we have achieved in building such a talented team and by their resulting impact in an industry that needs a service like ours.

Tell us a random fact about you in a short sentence - keep it clean ;)

I love classic cars and plan to travel widely in years to come in an old Classic Campervan!

If you could travel anywhere in the world for free, where would you go?

The Amazon Rainforest

Daniel WatersChief Technical Officer

Describe your role with Orange & Gray in 25 words or less

I take charge of the technical team and make sure that all of our technical systems run smoothly. If it's tech, I've got it.

What do you love most about working with clients?

I love interacting with people who are all in the same boat but all face different challenges but most of all I love it when something I do makes them happier or their life easier.

What has been your favourite moment so far working in the O&G team?

There is no favourite moment as such as it is all one favourite moment being able to work with a wonderful team of talented and varied individuals. Apart from driving amazing results for clients, getting to face challenges and build solutions with this growing team is reason alone to wake up each morning.

Tell us a random fact about you in a short sentence - keep it clean ;)

I started my first business when I was 12 years old.

If you could travel anywhere in the world for free, where would you go?

This is so hard but I think Thailand or South Korea or China - basically East Asia for amazing food and diverse culture.

DonnaSEO Expert

Describe your role with Orange & Gray in 25 words or less

It is my responsibility to optimise websites so they rank well on Google search pages and are recognised as trust worthy and reliable websites.

What do you love most about working with clients?

I love working with clients because of how much I've learned from them and what they do, and being part of making their business grow.

What has been your favourite moment so far working in the O&G team?

Other than winning my "most improved" award in 2020, my favourite moments of working with this amazing team is when we meet up in person for a weekend packed full of laughs and great memories.

Tell us a random fact about you in a short sentence - keep it clean ;)

I'm a crazy dog lady. I have 4 rescue dogs and couldn't imagine what life would be like without a furry friend.

If you could travel anywhere in the world for free, where would you go?

The Maldives - the fresh food, drink, beaches and sunsets looks like paradise. What's not to love?

EmmaTechnical Account Manager

Describe your role with Orange & Gray in 25 words or less

I am a Technical Account Manager, working on everything from new websites to creating forms and landing pages

What do you love most about working with clients?

I like making a connection with our clients, listening to their ideas and feedback, and using this to make sure they are really happy with what we are working on for them, whether that be a new website build, a new webpage, creating online forms, or any other technical job.

What has been your favourite moment so far working in the O&G team?

There have been lots of wonderful moments so far. Highlights definitely include winning Best Newcomer in March 2020 and Star of The Year in December 2020. I love my job and the O&G team, I am really lucky to be a part of it. Another highlight for me is each time a new client's website goes live. It is really rewarding to see the web build process through from start to finish and then to look after the sites and work closely with the clients thereafter.

Tell us a random fact about you in a short sentence - keep it clean ;)

I used to teach Forensic Science and Psychology.

If you could travel anywhere in the world for free, where would you go?

The Maldives or Iceland depending on if I was in the mood for sun or snow.

JenniferCampaign and Project Manager

Describe your role with Orange & Gray in 25 words or less

Campaign and Project Manager. I manage monthly marketing campaigns for Inner Circle clients.

What do you love most about working with clients?

The variety of different people I get to speak to on a daily basis.

What has been your favourite moment so far working in the O&G team?

More than just one moment - but watching the Hear for the Holidays winners videos.

Tell us a random fact about you in a short sentence - keep it clean ;)

I have skydived from 10,000 feet.

If you could travel anywhere in the world for free, where would you go?

Australia

JodieGraphic Designer

Describe your role with Orange & Gray in 25 words or less

I design logos, printed materials, online social assets and websites adding consistency across everything as well as ensuring the graphic design looks professional and engaging.

What do you love most about working with clients?

I love helping to bring the clients' visions to life and exceeding their expectations.

What has been your favourite moment so far working in the O&G team?

I have really enjoyed seeing how O&G have grown over the time I have worked with them and the difference they have made to businesses

Tell us a random fact about you in a short sentence - keep it clean ;)

I'm a bit clumsy, I even managed to break my wrist snowboarding on the first run 5 minutes into my holiday... Surely a record!

If you could travel anywhere in the world for free, where would you go?

I would love to go back to Hawaii and see all the Islands!

KathrynWriter

Describe your role with Orange & Gray in 25 words or less

Editing, proofreading & copywriting, with a special eye for ensuring anything is not too UK-ish!

What do you love most about working with clients?

Witnessing the life-changing results their services provide.

What has been your favourite moment so far working in the O&G team?

It's hard to say. Everyone is so lovely and a joy to work with. So much so that "work" doesn't feel like work but something special to be a part of.

Tell us a random fact about you in a short sentence - keep it clean ;)

If you love cats and hot chocolate, then we'll be friends for life!

If you could travel anywhere in the world for free, where would you go?

On an Alaskan cruise

KerrinContent Executive

Describe your role with Orange & Gray in 25 words or less

I keep the client's content consumable. Using insights, ideas, and strategies to keep their socials, newsletters and blogs fresh, flavourful, and flowing.

What do you love most about working with clients?

Using their unique stories, experiences and insights to shape and create engaging and targeted content.

What has been your favourite moment so far working in the O&G team?

Seeing the team go from strength to strength as we develop and grow alongside our clients.

Tell us a random fact about you in a short sentence - keep it clean ;)

I'm a half & half South African-Brit who speaks Norwegian, because hvorfor ikke?

If you could travel anywhere in the world for free, where would you go?

I'd love to visit the Serengeti in Tanzania

LaurenCopywriter

Describe your role with Orange & Gray in 25 words or less

I write engaging blog posts that are full of clients' unique personalities.

What do you love most about working with clients?

I love the opportunity to learn more about their field and opinions as physicians.

What has been your favourite moment so far working in the O&G team?

I've loved getting the opportunity to write for so many interesting clients.

Tell us a random fact about you in a short sentence - keep it clean ;)

I'm also a graphic designer and love creating digital art.

If you could travel anywhere in the world for free, where would you go?

I would love to visit Korea!

LucyCopywriter

Describe your role with Orange & Gray in 25 words or less

Marketing Strategist - Conjurer of Content!

What do you love most about working with clients?

There's always a fun and effective way to get our client's message across, and rest assured the Conjurer of Creative Content will surely find and implement it :D

What has been your favourite moment so far working in the O&G team?

Seeing how the team truly support each other.

Tell us a random fact about you in a short sentence - keep it clean ;)

I studied English Literature at Georgia State Uni in Atlanta... #isntitironic

If you could travel anywhere in the world for free, where would you go?

Norway

ManpreetWebsite Developer

Describe your role with Orange & Gray in 25 words or less

I am a Web developer, making sure that client websites function correctly and reliably.

What do you love most about working with clients?

I love using my creativity to build and style their websites.

What has been your favourite moment so far working in the O&G team?

All moments are my favourite. I am enjoying every moment with O&G but I want to share one moment that, during the COVID-19 when Clive Margetts ( The Boss ) organized a meeting with all team members and gave us motivation to fight with that along with work assurance.

Tell us a random fact about you in a short sentence - keep it clean ;)

I believe in humanity first, country second and religion at last.

If you could travel anywhere in the world for free, where would you go?

I want to go Paris once in my life.

MeganCopywriter and Marketing Assistant

Describe your role with Orange & Gray in 25 words or less

My role involves driving the monthly newsletters and writing engaging copy for our clients - ensuring my words are both sensitive and impactful.

What do you love most about working with clients?

Building up a relationship with the clients and getting to know the personalities behind them is my favourite part as it allows me to create something unique that we're both proud of.

What has been your favourite moment so far working in the O&G team?

It's really fantastic to see the whole team working together on the 2021 Planning Meeting call. It shows how much collective ideas and team work can make a difference.

Tell us a random fact about you in a short sentence - keep it clean ;)

No one in my family knows how to pronounce my last name - we all say it differently!

If you could travel anywhere in the world for free, where would you go?

India - the country fascinates me and it's one place that's always been on my bucket list.

MikeMarketing Executive

Describe your role with Orange & Gray in 25 words or less

Marketing, Design and Content Creation

What do you love most about working with clients?

Bringing their ideas to life.

What has been your favourite moment so far working in the O&G team?

Creating stunning content and seeing results

Tell us a random fact about you in a short sentence - keep it clean ;)

I play 4 musical instruments!

If you could travel anywhere in the world for free, where would you go?

Rent a camper and drive across the US :)

NathanTechnical Advisor

Describe your role with Orange & Gray in 25 words or less

Helping with all things technical, including creating the Inner Circle members area

What do you love most about working with clients?

Seeing the results they're getting from our marketing campaigns!

What has been your favourite moment so far working in the O&G team?

After much hard work and a huge team effort, the launch of the Inner Circle members area was hugely rewarding.

Tell us a random fact about you in a short sentence - keep it clean ;)

My eyes changed colour from brown to green in my teens

If you could travel anywhere in the world for free, where would you go?

The Amazon, but maybe in some kind of pod, protected from anything too bitey.

Oli LukeCo-Founder

Describe your role with Orange & Gray in 25 words or less

I drive the marketing strategy on behalf of 'Inner Circle' members and develop cutting-edge campaigns that see them lead the industry

What do you love most about working with clients?

Helping them to understand what modern marketing really is, and helping them to dispel the "silver bullet" myths

What has been your favourite moment so far working in the O&G team?

It's spending time with members, although the challenges of the pandemic have restricted travel, my fondest memories are being in clients' offices, understanding the inner workings of their businesses, and bringing new ideas

Tell us a random fact about you in a short sentence - keep it clean ;)

I fractured my skull when I was 14 trying to impress some girls at school. It didn't work, and resulted in two months in hospital. Not my proudest moment.

If you could travel anywhere in the world for free, where would you go?

I really fancy Rio de Janeiro

PaulWebsite Developer

Describe your role with Orange & Gray in 25 words or less

I am a Web Developer, helping to build, debug and fix websites

What do you love most about working with clients?

I know it's a bit of a cliche to say it's because every one is different, but that's really what it is. Dealing with different people who all bring different approaches keeps everything fresh and exciting

What has been your favourite moment so far working in the O&G team?

Receiving my first task as part of the team. It was exciting and terrifying in equal measure!

Tell us a random fact about you in a short sentence - keep it clean ;)

I have appeared on backing vocals for folk legend Pete Seeger

If you could travel anywhere in the world for free, where would you go?

The Maldives

Phil M JonesCo-Founder

Describe your role with Orange & Gray in 25 words or less

Building a vision for the industry, the amazing people we partner with and the entire O&G team that creates sustainable and profitable growth.

What do you love most about working with clients?

I love that these are real people, with amazing stories and skills and together we can create 2+2 =5

What has been your favourite moment so far working in the O&G team?

The pride of helping many who we partner with THRIVE through the challenges of 2020

Tell us a random fact about you in a short sentence - keep it clean ;)

One day I will find the time to learn to play a musical instrument

If you could travel anywhere in the world for free, where would you go?

Still looking to find a paid gig in Antarctica!!

SamairaContent Manager

Describe your role with Orange & Gray in 25 words or less

I manage the process involved in ensuring the monthly content is delivered each month including newsletters, blogs and social media.

What do you love most about working with clients?

Their knowledge and expertise in their area. Also, I like hearing about how their lifestyles differ from ours in the UK.

What has been your favourite moment so far working in the O&G team?

I really enjoyed our team trip to Orlando to attend a talk by Phil and meet some of our potential future clients. It gave insight into the current status of the hearing industry and what we at Orange & Gray can do to help support and grow our clients' businesses.

Tell us a random fact about you in a short sentence - keep it clean ;)

I have a huge documentation of my dreams which I analyse in my spare time.

If you could travel anywhere in the world for free, where would you go?

Japan - I would love to see Mount Fuji and experience the real life Mario Kart in Tokyo!

ScottTechnical Support Officer

Describe your role with Orange & Gray in 25 words or less

Servers, websites, security. If it's written in code and it stops working, that's where you'll find me with tools in hand.

What do you love most about working with clients?

Helping! There's nothing better than seeing a client moving onward and upward. If I can make that transition smoother for the client, then I can leave my desk happy.

What has been your favourite moment so far working in the O&G team?

Working with incredible people is always a bonus! However, getting my hands dirty poking the websites and servers, suggesting improvements is always fun.

Tell us a random fact about you in a short sentence - keep it clean ;)

I had lived in 4 different countries by the age of 16.

If you could travel anywhere in the world for free, where would you go?

Hobbiton Village - New Zealand

SophieSocial Media Executive

Describe your role with Orange & Gray in 25 words or less

I'm a Social Media Executive, creating content that puts clients in front of existing and prospective clients on a regular basis

What do you love most about working with clients?

I love getting to know interesting things about the people we provide content for day in and day out.

What has been your favourite moment so far working in the O&G team?

It's great when we can all get together! It's not happened much due to the current circumstances but it's good fun when we do!

Tell us a random fact about you in a short sentence - keep it clean ;)

I lived in Australia for a year when I was 18.

If you could travel anywhere in the world for free, where would you go?

New York or Las Vegas!