Miracle-Ear Content Strategy: Agility Meets Quality

By Gina Czupka  |  June 21, 2024

A content strategy that strikes a balance of agility and quality results in content that fits clients’ immediate needs and serves them in the long term. Here, content director Gina Czupka takes a look at MSPC’s approach with a recent quick turn video request for a long-time client.

Content strategy is inherently a long game. But for all the future-oriented analysis and planning, the ability and willingness to flex, digest new information and turn on a dime is still crucial. The need to veer off the planned course could be for a million reasons: a new stakeholder steps into the picture, a regulation gets passed, market forces shift the winds that your client is sailing into.

As content strategists and creators, it falls to us to help our clients adapt and react with content that meets the needs of the moment but also serves them over the long term.

Recently, Miracle-Ear, a longstanding MSPC client, brought an urgent request to us. Based on a mix of search data trends and requests from top-level internal stakeholders, a new content need had emerged: a video that would help potential customers understand how they could use their flexible spending accounts (FSAs) or health savings accounts (HSAs) to fund a hearing aid purchase, just in time for the year-end push to use up FSA funds.

In six weeks, our team turned around this succinct, snappy video that lives on the client’s website and YouTube page, and which store owners are using to advise their customers.


Watch above: Miracle-Ear HSA/FSA explainer video

Handling Quick-Turn Video Requests

It was a perfect situation to illustrate how MPSC handles quick-turn needs within the scope of a larger content program. Let’s walk through some of the concepts that produced a great new piece of content that met the need of the moment and will also have long legs for the future.

1. Get at the “why”

Knowing that a hot request has come in is one thing, but we want the work to resonate regardless of how fast it’s turned. To accomplish that, we need to start out with a holistic understanding of the reasoning behind the request. And we’re talking about both the “why” for our client and the “why” for their customers.

We got the details behind internal stakeholders’ desire to expand this kind of messaging, as well as data on search volume. With those takeaways, we applied a filter of what we know based on years of content creation and analysis that paints a picture of customers’ very real needs and concerns. Among them:

  • Hearing aids represent a big investment.
  • Insurance is often a minefield—particularly for hearing aids.
  • Many folks have to use up FSA funds before year-end.
  • The new over-the-counter hearing aid sellers in the market are adding confusion about buying affordable hearing aids that are actually effective.

With an understanding of what the content needs to accomplish and who it needs to serve, we are able to quickly dive into creating scripts and visual concepts.

2. Rally the troops

Here, I have to brag a bit about feeling lucky to have the team that I do—when it’s crunch time, I know that they’re going to do what it takes and that we’ll all support each other. What that looks like, from a practical standpoint, is everyone pitching in on a hot project.

Sometimes, it’s just necessary to write a script faster than usual, so the project manager will work to protect the content writer’s time. The executive producer will communicate the urgency of the timeline to vendors and set the stage for streamlined production. And the client, too, ensures that all stakeholders on their team are ready for quick reviews and responses.

It’s all about clear communication among all parties, setting deadlines that account for the urgency and helping each other get across the finish line. A sense of humor certainly never hurts anything either, in my experience.

3. Uphold the standard

A quick-turn project should never come out looking like a “rush job.” Especially when considered as part of the larger content ecosystem, it has to maintain the same level of quality—and the same voice, tone and brand standards—as any other piece produced on a longer timeline.

This ethos should apply to every step in the process, from concepting to pre-client reviews—no creativity should be spared, no detail left unnoticed. This circles back to the first point, as well; when you understand the “why” behind the work, you have a touchstone that drives you to create the best product possible.

Video Is One Piece of the Strategy

This particular video represents one part of a larger effort to empower hearing aid buyers in understanding the complexities of hearing aids and insurance and how to get the hearing help they need without exceeding their budget. With blog posts as well as organic and social media in play, there are countless opportunities to reach customers with this crucial information, providing answers in the short term and building trust for years to come.

From animated explainers to snappy social cuts, MSPC has your video needs covered. See more examples of our video work.

Read next: Content Marketing vs. Advertising: What’s the Difference, Again?


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