Unbundling Hearing Aid Fees, Re-claim Your Worth,

Unbundling Hearing Aid Fees. Meeting Consumer Demands Or Re-claiming Your Worth?

In my last post I raised the question “Do we actually know what the Consumer thinks?” One thing is certain, if you undertake research into what hearing instrument users are saying among themselves, things become clear.

They don’t understand why Hearing Instruments cost so much.

Even worse, they think that we, hearing health professionals are profiteering. This is a core opinion, unfortunately we are guilty of allowing this to occur. Our business model actively encourages this thought process. Nearly all business models pertaining to hearing care focus solely on instruments. Discussion of service or aftercare are nearly almost secondary.

We actually enforce this in our pricing and our marketing. We traditionally undertake advertising that focuses solely on an instrument. We bundle services with hearing instruments in our pricing. However, we give no breakdown of the value of those services.

This has been the traditional manner in which we do business, but this business model has led us to this point. I realise that actually in some markets it is of value to price in this manner for tax purposes or insurance restrictions. But pricing in this manner allows, in fact forces the consumer to focus on the hearing instrument as the sole purchase.

A New Business Model

Perhaps it is time we moved to a model that enforces our value in the process of hearing better. As Karl Strom says in his most recent article, The Long Quest ; ;the business model we follow is in fact hurting us as professionals in many ways. It forces consumers to focus on the hearing instrument. Completely to the detriment of the services and on-going rehabilitation that we offer.

These are the very services that allow a Patient to fully re-integrate into their life. The services that we have trained and qualified to provide, the services that are the core of a Patient hearing. The services that I would say all of us are proud of supplying.

;Why?

Re-Claim Respect For Hearing Professionals, Unbundle

Unbundle your hearing aid fees, give clear breakdowns on your invoices, separate instrument and service charges. Drive home to Patients that there is value to the services you offer.

I realise a change in business model such as this has difficulties. I realise that in some markets it would cause difficulties with billing and insurance remuneration. But we should not allow that to be any more than a temporary difficulty. I also realise that this is not necessary in every market.

Where it is necessary, separation of services and product will allow us to clearly display our worth, our value in the process. That is what is at issue, our prospective Patients, our prospective Consumers have lost any sense of our worth.

Maybe its time to re-capture our worth

;Regards

Geoff

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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