How is the new brand Signia different from Siemens?
The vision of Signia, together with the experience of Siemens, allows us to provide our customers and their patients with a comprehensive portfolio of advanced hearing solutions and programs. Our passionate team has a wealth of knowledge and experience that will continue to create life-changing technologies. Over the coming years we will leverage the best from both brands through dual branding. We will continue to benefit from patients’ confidence in the name Siemens, and with Signia appeal to a younger audience through a more human, emotional, and connected brand. This will be the basis of our future business growth.
How long will the Siemens brand continue to exist in the hearing aid business?
As announced in our press release from January 2015, Sivantos has an agreement with Siemens to continue to use the Siemens brand to develop, market, and sell hearing products over the medium term. Therefore, the Siemens brand will be used by Sivantos for the coming years alongside Signia.
How do the brands Siemens and Signia relate to each other?
Signia will be our new product brand, which we will build alongside the Siemens brand over the coming years. With dual branding on our products, packaging and in our advertising, we can leverage the best of both brands. On the one hand, we will continue to benefit from consumers’ confidence in the name Siemens. On the other, we can create a brand tailored to the opportunities and needs of the hearing care market. Through Signia, we will be able to connect with a younger and broader audience through more human and emotional communication that maximizes modern marketing channels.
What will change for hearing care providers when Siemens is no longer available as a product brand?
Sivantos has just closed fiscal year 2015 as its most successful for revenue in the company’s history. So while the company name has changed, the market acceptance of our products and services has been exceptional. During the past year, Sivantos has invested heavily in product development and optimization of production facilities, as well as in sales and marketing. We will keep on investing in these areas so that the Signia brand will be able to thrive and succeed, with innovative products and premium services for hearing care providers and their patients.
What will change for consumers when Siemens is no longer available as a product brand?
In terms of technological innovation, quality, warranties, repairs, services, and support nothing will change for our customers or their patients. Our goal with Signia is to better connect with the growing ‘baby boomer’ segment through a warmer and more human brand image, leveraging contemporary online and social marketing channels that will appeal to a broader audience.
Will hearing care providers still be able to use the brand Siemens in their advertising?
Yes, so long as they are advertising Signia or Siemens products, and follow the branding guidelines, customers will be able to continue to use the Siemens hearing systems logo or the Siemens Advanced Partner emblem in their advertising and marketing.