Turning Consumer Traffic Into a B2C Growth Engine

Building the digital ecosystem to capture, nurture, and convert consumers searching for hearing solutions

70% of Oticon.com traffic was consumer traffic. But we weren't capturing the opportunity.

Consumers were already coming to Oticon.com to research hearing loss and hearing solutions.

The experience stopped at information.

There was no effective way to capture consumer interest, nurture prospects, connect them with Oticon-friendly providers, and understand what happened after the lead was handed off.

The opportunity was to turn an existing source of consumer demand into a connected, measurable B2C growth engine.

The primary goal of the Oticon lead generation program was to effectively drive and nurture end-users toward our platform, Oticon.com,  and provide the best-branded experience to drive patients to Oticon-friendly clinics to be fit with Oticon hearing aids.

Be there from consideration to care.

The strategy was designed around a simple customer journey:

Discover → Engage → Capture → Nurture → Connect → Care

Rather than treating the website, CRM, call center and provider network as separate functions, we created an integrated ecosystem designed to accompany consumers throughout their journey toward hearing care.

The ambition was bigger than lead generation:

Become a trusted reference point for hearing healthcare information while creating a seamless path from digital discovery to local care.

The solution included a comprehensive five-track approach:

• CRM: to support lead generation and email and call-center lead nurturing
• Call Center: stood up and trained a call center to provide customer service support
• Lead Allocation: developed a model for allocating leads to affiliated locations
• Governance Model: establishing an operating model to support the customer experience
• Reporting: defining targets and establishing KPIs  

Don't just drive traffic. Build the system that turns intent into action.

By connecting UX, CRM, call-center support, lead allocation and provider operations, we transformed consumer traffic into an integrated B2C lead-generation ecosystem designed to move people from online discovery to local hearing care.

The website became the beginning of the relationship—not the end.

Before the transformation, Oticon had significant consumer demand but limited ability to act on it.

The new model allowed the organization to:

Capture consumer intent
Understand and prioritize leads
Nurture relationships over time
Connect consumers to local professionals
Track what happened after the handoff
Optimize the experience based on performance

Digital became a growth and relationship engine, rather than simply a brand and information channel.

Implemented end-to-end digital solutions to present, track, and convert more opportunities. Updated the UX on Oticon.com allowing consumers to take action. Launched a CRM with lead nurturing and call center flows, allowing the brand to drive and nurture leads collected through offers, landing pages, and web forms or direct contact with Oticon call center agents via dedicated 800#s.  

Connecting customer experience, marketing, CRM and operations

I helped lead the strategy and implementation of the end-to-end digital lead-generation ecosystem, connecting the customer experience with the operational capabilities required to convert demand.

My work included:

• Identified the opportunity within Oticon's existing consumer traffic
• Led UX changes to create clearer conversion pathways
• Defined the end-to-end lead-generation and nurture journey
• Supported CRM strategy and implementation
• Defined lead allocation and prioritization requirements
• Helped establish call-center workflows and capabilities
• Developed the governance model supporting the customer experience
• Defined targets and KPIs
• Connected digital activity with provider and appointment outcomes
• Coordinated stakeholders across marketing, digital, CRM, call center and provider operations