Audiology Marketing, Hearing Aid Price List Again

Publishing Your Price List As Part Of Your Audiology Marketing Strategy

Hearing_Aid_Price_List_Ireland

I published a post on the old blog called Hearing Instrument Price List, Publish And Be Damned? The article caused a bit of furore, splitting readers into two camps. Those that saw the how it fit into their audiology marketing strategy and those who felt it led to commoditization of their services.

The main thrust of the latter argument was that by publishing their hearing aid prices they were focusing on hearing aids as a commodity and not on the real service, rehabilitation and after-care they offered as hearing healthcare Professionals. My answer to those people was that if they wanted to re-focus people on the service they offered, why did they not un-bundle pricing and publish that price list? This type of action would clearly focus prospective Patients’ thought processes on service and after-care, no?

Nobody came back with an answer to that, I was hoping somebody would. I enjoy a good debate, I’m Irish, we like arguing, second only to drinking apparently. Smile 

I have felt for years that by unbundling product and services our profession could drive uptake rates and establish ourselves as professional at the centre of the process of hearing well. In fact I think that pricing as it stands focuses the Patient solely on the hearing instruments. Our services are secondary in the psychology of the sale particularly for new users. This is definitely not the case in purchases made by existing users. I think using un-bundling of instrument and services can be a key part of your audiology marketing strategy.

A recent article appears to establish clear evidence that unbundling is the way forward for our profession.  The conclusions from the research undertaken by Amyn M. Amlani, Ph.D are that both experienced and in-experienced users were in fact happy to pay more for un-bundled instruments and services. The reasons for this were varied from experienced to inexperienced users. But the price they were willing to pay was similar.

In the case of an experienced user the price had risen by about 20%, but the greatest jump in willingness was within the inexperienced user bracket. Inexperienced users were willing to pay 50% more for unbundled than they were for bundled. This study is now being re-done with a wider audience in order to validate the data. The conclusions so far are as follows:

Thus far, our efforts indicate that the type of pricing strategy influences the value-based (i.e., needs and expectations) features and services provided for both experienced and inexperienced users. For inexperienced users, the traditional bundled approach has and continues to create a negative perception of value-based benefit—especially with respect to rehabilitative services—ultimately leading to a decrease in purchase intent. The unbundled approach—which discloses the technological aspects of amplification and service benefits provided by the dispenser—creates a more positive value-based perception, and will improve purchase intent for both experienced and inexperienced users. Amyn M. Amlani, Ph.D

The original article can be seen at Influence of pricing strategy on adoption. It appears that the research supports unbundling as a sound commercial pricing strategy. I would postulate that publishing of a price list that includes unbundling would also be a sound commercial strategy. I think that publishing your price list online, if done properly with a clear strategy in mind is a sound commercial strategy. I believe that it can be a sound part of your audiology marketing strategy. 

Again, the key here is if done properly, it needs to be presented properly utilising clear and sound SEO strategy that will deliver visitors to your website. Getting them there is only half the battle, when you have them there you need to convert them. So include clear call to actions on your pages, in order that visitors to your website can be converted to visitors to your Practice. That is in fact what your audiology marketing strategy is all about, right?

Regards

Geoff

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.

One Comment

  1. Pingback: Signing Off 2012 | Just Audiology StuffJust Audiology Stuff

Leave a Reply