YourHearing.com DTC Activation
Launching a Digital DTC Business Inside a Global Enterprise
Building Demant's early direct-to-consumer digital model to capture and convert the emerging digital patient.
The Opportunity
The patient was going digital. The hearing industry wasn't ready.
More than 1 million people were searching for "hearing aids" online every month, while adoption of digital channels among older consumers was accelerating.
Yet in a pre-OTC hearing aid market, the traditional path to purchase was still heavily dependent on the physical clinic.
Demant saw an opportunity to get ahead of the shift:
How do you capture someone at the moment they begin researching hearing solutions online—and create a digital path that ultimately connects them to care and a hearing solution?
The answer was YourHearing.com: a new direct-to-consumer digital business designed to capture digital demand, nurture prospective customers and connect them with affiliated hearing-care providers.
With over 1 million searches for "hearing aids" online per month and increasing adoption of digital channels by seniors, Demant wanted to be an early mover in the digital domain creating a way to capture and convert the digital patient. In a pre-OTC market, they needed a platform to capture digital leads and enable hearing aid sales through digital channels.
The Vision
Create a digital front door to hearing care.
YourHearing.com was designed as more than a website.
It was a new business model and digital operating ecosystem connecting:
Digital Demand → Lead Capture → Nurture → Appointment → Provider → Sale
The objective was to make it easier for people actively seeking hearing solutions to move from online research to real-world care.
This required bringing together capabilities that traditionally operated separately:
Brand + Digital + Marketing + CRM + Call Center + Sales + Provider Network + Operations
We didn't simply launch a website. We created a new digital business model connecting consumer demand, technology, providers and operations—and took it from concept to market in three months.
My Role
Entrepreneurial strategy inside an enterprise
I served as a key strategist and go-to-market leader, taking the business from concept through launch and national activation.
My role spanned:
Business Strategy
Business model, market opportunity and GTM strategy
Digital Strategy
Consumer experience, acquisition, conversion and omnichannel activation
Product & Technology
Digital platform, provider portal, CRM and workflow requirements
Operations
Call center, back office, provider processes and sales enablement
Organizational Build
Team recruitment, partner management and cross-functional execution
Market Activation
National launch and integrated media activation
The Launch
From idea to market in three months.
3 MONTHS
Stealth-mode pilot launch
1M+
Monthly online searches for "hearing aids" representing the emerging digital demand opportunity
NATIONAL
Go-to-market rollout
OMNICHANNEL
Digital, social, CRM, display and integrated activation
Strategic Impact
YourHearing.com created a new digital pathway to hearing care.
The initiative positioned Demant as an early mover in the emerging digital patient acquisition landscape.
It demonstrated that a global healthcare company could incubate a new digital business model without waiting for the traditional organization to transform first.
Rather than waiting for consumer behavior and the regulatory environment to fully shift, the business established the capabilities to:
Capture emerging digital demand
Engage consumers earlier in the journey
Convert digital interest into qualified leads
Connect consumers to affiliated providers
Enable providers through digital tools
Measure the journey through integrated systems
From Concept to Market
Building a startup inside a global enterprise
I led the go-to-market and launch of YourHearing.com, taking the business from conceptualization through execution and national rollout.
Working as part of the global strategy team, I helped shape the business model and go-to-market strategy while simultaneously building the capabilities required to operate it.
Strategy
Defined the business model, target customer, digital acquisition strategy and go-to-market approach.
Build
Established the digital platform, provider experience, CRM infrastructure, call-center operations and back-office processes.
Activate
Developed the brand and launched an integrated omnichannel media strategy spanning digital, social, CRM, display and other channels.
Scale
Moved from a stealth-mode pilot to national rollout, establishing the foundation for a scalable DTC business.
Takeaway
Don't wait for the market to change. Build the capability before it does.
YourHearing.com was an early experiment in what would become a much broader shift toward digital-first healthcare discovery and consumer engagement.
Brand development
The Digital Ecosystem
The public website was only one component of the model.
Consumer Experience
YourHearing.com
The digital front door designed to attract consumers actively researching hearing aids and convert them into qualified leads.
Engagement & Nurture
CRM + ClickDimensions
Enabled lead management and nurture programs designed to move prospects through the journey.
Provider Experience
Provider Portal
Created a connected extranet where affiliated clinics and back-office teams could manage contacts, appointments and sales transactions.
Operations
Call Center + Back Office
Created the operational capabilities required to support customers and enable providers throughout the journey.
Technology
The ecosystem integrated:
Sitecore + Microsoft Dynamics CRM + ClickDimensions + ASP.NET
The technology wasn't the strategy.
It was the infrastructure that made the business model possible.