Dr. Sinclair is not the in business of hearing diagnostics or selling devices. Her business is Aural Rehabilitation.
Been working for HearX for 16 years. Before that she was a doctoral researcher and then taught at a hearing school. Dr. Sinclair has two degrees (Masters degree in Psychology and a Masters in Audiology).
Cultural understanding plays a huge role in Aural rehabilitation. The most important thing for selling is to explain that the doctor is here to help, not sell. The Audiologist is here to help the patient hear better. The patient needs to understand and accept this.
Also, expectations management is key. Manufacturers set patients expectations high, and even when the patient is prepared to pay for the most expensive device it does not mean that this is the appropriate device for him/her.
Patient involvement is key to Aural rehabilitation.
In Dr. Sinclair's practice patients are required to become involved in the decision process. Patient education is part of the process and they are presented with hearing device options and they choose within a range.
Patients are invited to share their experience about the challenges. If they don't open up, Sinclair's blunt question around who sent them in is a good conversation starter.
The power of injecting positive thinking
Dr. Sinclair admits that the general attitude at the beginning of the rehabilitation is negative. Patients do not want to be there and don't want to pay money for a device they do not want. However, despite all the negatives, Dr. Sinclair asks the patient to list one positive of wearing a hearing device.
Peer support combats isolation and drives business
After having a hearing aid fitted, patients are asked to join a the follow up HELP group sessions. The pretext to get them to join is that it will help calibrate the device, but the real purpose is to get them to interact with other patients in a similar situation.
The purpose of these sessions are to build engagement with the device and others in similar situations. To support others and to decrease isolation. The results are that patient involvement and interest.
The business outcomes are that the return rate is lower than at other practices. In fact, other audiologist who are about to receive a return send patients to her HELP group to retain the sale – mostly with a positive outcome. Furthermore, Dr. Sinclair converts over 90% of all qualified hearing aid patients (not everyone that walks in the practice requires a hearing aid. However, 90% of those who require a hearing aid purchase one through her). Dr. Sinclair's revenue for the month of January was over $70k (about 30 units) and she fits an average of 500 units per year.
Aural rehabilitation involves more than the patient
It is key to involve the significant others in the process. From the beginning of the consultation, to the sale, to fitting and to rehabilitation the significant others (wife, partner, child or grandchildren) play a critical role in aural rehabilitation.
On manufacturer selection
My choice of device is based on clinical training and fitting software. She highly commended Oticon's fitting software which was easy to use and to show the patient.
Dr. Sinclairs motto
I am here to help, not sell (yet she has closure rate of over 90%)
Her biggest reward, the reason she is in business is to see customer re-integration and delight. To help connect and avoid isolation, dementia, depression, etc.
Why hearing matters: Stories from the frontline
1. The dedicated employee who misses out on a promotion because of her hearing.
2. The police woman who has problems with her boss because she 'acts' rude. Also problems in court hearings and on street duty testimonials.
3. The priest who cannot hear confessions…
4. The handyman who 'disrespected' his boss.
5. The 99 year old patient who is diagnosed with pneumonia (and dementia and hallucination) in the emergency room because he did not bring his hearing aid.
6. The woman who thought that New Yorkers on the subway were all rude. She didn't realise that before being push, people said 'excused me' and she did not realise.
On the biggest barrier for patients: Denial
Other notes
Not very IT savvy, but people savvy.
Advertises Open House events for visitors through the local media.
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