Deep Diving Into Audiology

Understanding Audiology & Future Business Models

Business Model CanvasI just recently have come to the end of a post grad here in Ireland. The subject was Innovation & Entrepreneurship and involved creative thinking, innovation in design and an exploration of several other concepts. The course was excellent and delivered a host of tools that I can use in business and in life. It also spurred me to look at the audiology business model in a different manner.

What is the future of Audiology?

We have been wrestling with that for several years now, we all see possible futures in audiology. They have been discussed at length here and elsewhere by myself and many others. Whilst I have investigated possible futures and discussed the wants and needs of customers, I have never undertaken a deep dive into the problem. I hope to change that now.

The Tools To Use

In this process I plan to use several of the tools that I have been furnished with. One is called the business model canvas and the other is called the value proposition canvas. These tools are available on a website called Stratagyzer. The are exceptionally helpful tools that will help shape thinking around the business and the needs and wants of customers. I also plan to undertake quantitive and qualitive surveys of existing users as part of the project. I have undertaken qualitive surveys in the past and in fact some of the respondents posted on this blog.

I have never undertaken more quantitive surveys and I hope that some of the advocates I know will help me undertake that process. I would also like to undertake some surveys on professionals, I want to know what you think, what you would like to see. In this way we can consider all the stakeholders in the process and perhaps shape the model in relation to their varied wants and needs.

The Process

Initially I am going to work on the business model canvas and the surveys, I will publish the process results here as it moves forward. I invite people to get involved, whether publicly or privately.

We Need You!

This process will allow a deeper understanding of our business, our prospects and future prospects and what we may do to meet them. What we may do to shape our value proposition and what we may do to continue to be relevant. Believe me, if we don’t undertake steps to continue to be relevant, our relevance to our customers will cease.

If We Don’t Disrupt Our Business, Someone Else Will!

So with that in mind, let us look at how we can disrupt our business model, disrupt it in such a way that drives our relevance. Disrupt it in such a way that we meet the wants and needs of our prospects and our future prospects. I will be setting up collaboration spaces based around the business model canvas and the value proposition canvas soon and I will make the links public.

I exhort you to get involved, together we can look at the issues and shape our thinking on the future.



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