Teen Online Community – US / 2013 was a study conducted by Connect Insights for Phonak to understand teens with hearing loss. It involved an online discussion forum and diaries with teens aged 14-17 who have worn hearing instruments for over 5 years. The study found that teens see themselves as normal but with hearing loss. They are highly active like peers but rely on family for support. Teens are satisfied with hearing instruments which help them function but have drawbacks like noise and wind. The study recommends providing more emotional support for teens, educating others about hearing loss, increasing awareness of accessories, and developing teen-focused communication and support networks.

1. October 2013
Teen Online Community - US

2. 2
Topics USA
Project no. / year Teen Online Community – US / 2013
Background & objectives • In preparation for the Phonak Sky launch in April 2014, Phonak wants
to better understand teens and how to communicate to them.
Objectives • Provide an in-depth analysis of teens with hearing loss, including but
not limited to:
• Perceptions of hearing loss / hearing aids
• Decision-making process
• Communication platforms
• Attitudes and behaviors regarding hearing instruments
Phonak initiators & stakeholders Angela Pelosi, Hanna Knorr
Agency Connect Insights
Methodology Online discussion forum; diary
Sample structure (incl. n) 5-day online community forum; individual diary
Timing October 2013
Sample points Teens age 14-17; mix of males and females; mix of levels of hearing
loss; have worn HI for 5+ years; mix of attitudes toward HIs

3. 3
Overall Impressions
Main results • Overall, respondents like to think of themselves as normal teens, who happen to have
hearing loss.
• They are very active in sports, music, friends, school, and are active users of
technology for educational, fun and social reasons, similar to their ‘normal’ hearing
peers.
• In general, even though they may not desire to wear HIs, respondents are relatively
satisfied with them for allowing them to hear and function in their world.
• Primary perceived benefits include the fact that HIs are small, perform reasonably well,
help them concentrate and function, and have different programs to help in different
environments.
• Primary drawbacks include hearing in noise and wind, battery life, water sensitivity, and
the emotional factors of being bullied and/or thought of as “different.”
• Teens rely very heavily on their family for information and emotional support.
• HCPs are also very important for product information, yet some emotional support and
encouragement as well.
• FM system use is pervasive, yet awareness and use of other accessories is very low.
• Interest in music streaming devices is very high.
• HCPs are primary information sources for teens regarding HIs and accessories,
although the internet appears to be a viable tool as well.
• Teens also like the idea of connecting with other teens with hearing loss.
Management Summary

4. 4
Management Summary (1/2)
Overall Impressions
Recommendations • Provide more emotional and lifestyle information to teens (and perhaps parents) on
how to cope with the anxieties of having hearing loss, and how to deflect bullying.
• As part of this, explore general market awareness-building campaigns to
educate ‘normal’ hearing teens (and teachers) about hearing loss and HIs,
and how it is no different than using glasses/contact lenses to correct poor
eyesight.
• Train HCPs on the unique aspects of dealing with teens and remind them these
patients are not children, nor adults, and have unique needs.
• As part of this, develop tools to help HCPs manage teachers who may not
understand the importance of FM systems n the school environment.
• Increase awareness and accessibility to accessory devices, especially music
streaming.
• Pursue Apps that deal with hearing loss, to deliver to teens in their expected
environment, and add some ‘cool’ factor to hearing aids/accessories.
• Consider a ‘loyalty’ program to help patients (and families) remain with the Phonak
brand throughout their childhood, which may make them more likely to remain with
the brand into adulthood.
• Consider teen-only communication, in printed and online format, to address teens’
needs in their language.
• Consider an ongoing, online teen forum/social media site, where teens with hearing
loss can get together to share information, stories and support.

5. THANK YOU