Back To The Engenderment Of Trust In Hearing Healthcare

By Geoffrey Cooling

Trust is an interesting thing, in accordance with the Torpel Curve it tends to beTrust in Hearing Healthcare something that is hard to build and easy to damage and lose particularly in any business relationship. In our profession trust is an imperative for people to do business with us.

But how do we engender trust in our prospective Patients? Have you sat down and thought about what makes your Patient trust you enough to do business with you? Or where in the relationship that trust starts? I believe most of us would probably voice the consultation as the driver of trust.

It is where we can shape a Patient’s terms of reference of us and our abilities. By extension we can shape the Patient’s terms of reference of our company and the care we may provide. So it would seem clear that the consultation is a major part of engendering trust in hearing healthcare.

We are correct in that assumption but there is much more to the journey to trust than that. The consultation is the end of the beginning of the trust journey in hearing healthcare. The journey of trust begins long before the consultation, it begins at the very initial contact with your business.

Again I should clarify, I don’t mean a contact that you were aware of like a phone call or letter or even a walk-in. The contact could be seeing an advert, looking at your website, passing your shop, spotting an A board, hearing about you from a Patient. Hearing about you from a friend or extended family of a Patient.

These are situations that occur on a regular basis, these are situations that lead to the introduction of prospective Patients in our business. You may not be intimately aware of when one of these situations when they occur, but you can control them. You can control the prospective Patient’s terms of reference reached in each of these encounters.

Be very clear about that, you can control their terms of reference by ensuring that every element of your Practice engenders the feelings you want. It always returns to your brand, remember I said before, your brand is what your Patients say about you. Not your logo or your colour scheme.

When you understand that deeply, then you can look at your Practice, your website, your advertising, your staff, your processes and procedures with new eyes. In this way you can ensure that trust is built, even if you don’t know it is happening. 



P.S. I hope a lady will be guest posting soon on elements on websites that build trust. She is a little busy at the minute but I am hoping she can add her copy in a week or two.

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.

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  1. Pingback: Should offering assurance to existing patients be the goal of your web site ? | Fnatiqus

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