Maggie (Manager): The patient feel good stories keep me going

Maggie is a practice manager for a private Audiology clinic. She has worked there for 12 years and before that worked 8 years with GPs.

The biggest challenge your business faces?

Costco is killing us because the average consumer cannot tell the difference between a hearing dispenser and an audiologist. 

The average consumer is not informed about the fact that hearing aid dispensers do not offer quality of hearing care. The testing conditions were sub par and even had music coming into the testing booth.. When Maggie went to check the competition and have her hearing tested, they gave her a wrong diagnostic. Also, the Hearing Aid Specialist does not undergo the years of training an Audiologist does. 

What is the problem the consumer faces?

Education. They don't realise that Costco sell a device. We sell a device and a service. Perhaps unbundling may be a more relevant business model.

What is your number one source of business?

The number one referral for our business is WOM. Despite the bad economy and Costco, we have three audiologist and are hiring a fourth one.

ENT Analogy on the other hand is a huge corporation that groups ENT doctors with Audiologists. It is a winning combination. 

How are hearing devices selected?

1. Patient lifestyle/ Audiologits recommendation

2. The patient's purchasing power (and the economy)

3. The insurance companies that dictate the amount of reimbursement

In many cases, insurance companies do not encourage good health. They deny coverage for medical needs. 

What does the patient want?

They want good a good device and good service. 

What makes your job worthwhile?

The patient feel good stories. The story of the child who'd never heard the sound of his pee hitting the toilet until they fitted him with a hearing aid. 

About manufacturers

The perception is that most manufacturer ranges are comprehensive and suitable for most cases. However there are exceptional cases that do require a specific vendor's product. 

We have relationships with 5 manufacturers (Widex, Oticon, Starkeys, Phonak, etc). 

How do your team get informed?

Conferences (AAA), however they are expensive because they require staff to leave the office and incur transportation and accommodation costs. 

Also, we get manufacturer in-service (reps) training which is valuable for our team. We now customise the education sessions to ensure we don't waste our audiologists time with beginners material. 

The biggest challenge?

Consumers want to hear better and have good technology, yet it is so advance and sometime complicated that consumers can't keep up.