Ancillary Services, You May Think I’m Nuts, But!

Introducing Ancillary Services To Your Practice

In the article “Business Strategies In Hearing Healthcare, Synergistic Relationships” I talked about building relationships with associated service providers. In “Commercial Strategy In Healthcare, Ancillary Revenue Drivers” I talked about introducing ancillary services or product lines to your business. I structured those articles and introduced them in that manner because I was leading to an idea that perhaps may seem just a little mad to you.

I needed to butter you up, get you used to thinking about ancillary revenue from non core services. That is the core of this post, ancillary revenue from a non core source. We have seen large Optical chains even large supermarkets move into hearing care. The addition of Audiology to an Opticians chain makes perfect strategic sense. Capital costs are already undertaken, apart from some outlay for audiological equipment.

The bricks and mortar are in place, it is just really about utilising the space available fully. As I have said there is a synergy between optics and audiology, the provision of the combined services adds to the brand. It really is an excellent opportunity for these optical chains to leverage their existing customer base using an ancillary revenue driver. You with me so far? Have you been nodding in agreement? Excellent.

So what if we decided to offer optical services in our Practices?

Told you it was crazy, now you are thinking, right, the post traumatic finally got him. But let’s look at the concept a little closer

Do you have idle space in your Practice?

Do you have a secondary test room that is not necessarily used fully?

Do you have a relatively large spacious Practice?

If you have answered yes to the preceding three questions, you could deploy this concept in your Practice. All you need is wall space for display, equipment and an Optician. Legal requirements may differ from country to country, but I would say they are not insurmountable. I know in my country there are actually many locum or free-lance Opticians. These people are willing to work part-time in other Optical Practices, why would they not work in yours?

All of the arguments that work so well for adding Audiology to an Optical Practice work the same way in reverse. All of the benefits brought to an Optical Practice by the addition of Audiology are just as good if reversed. Okay, it is not necessarily a simple exercise, it needs research and capital outlay for equipment. But you were brave enough to undertake that to set up your Audiology Practice.

You could deploy Optical services in your Practice on a part-time basis initially. As the business builds you can move towards full-time provision. I think it’s a runner ladies and gentlemen, I really do.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland. After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites. I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology. I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating. I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one. I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients. I hope that I, and my writings will play a small part in their continued success.

Let me know what you think