Why Your Agility Matters

You Son of Un-Married Parents You!

Sometimes I must seem like the voice of doom, I know when I talk about disruption it can make people uncomfortable. Although some wouldn’t be as uncomfortable if they read the full article before firing off an email to me telling me I am the son of unmarried parents! You know who you are and that’s all we will say about it, next time read the frickin article. It’s not that I mind someone using choice language, but only if I actually deserve it. Hey, I often deserve it.

Technology is Technology, Not Good or Bad

However, I get a lot of feedback from people in the profession worldwide who enjoy talking about technology and how it could, would, should change things. For instance, simple and easy remote fitting and fine tuning would be a god send for many of our colleagues in the different public services around the world. That technology would deliver a massive change for the better in public provision to remote or large areas that have few resources.

That same technology would facilitate a business model similar to Blamey & Saunders to become a world-wide phenomenon. The technology is not the issue, in all honesty, I don’t think the business model is either, provision of hearing devices as an online service will work just fine for a certain cohort. If it didn’t, Blamey & Saunders would not be successful and there would not be the demand for PSAPs online that there is.

However You Need To Survive

I am not a lobbyist for disruption, I have no vested interest in the model changing. I speak of disruptive technologies and consumer pressures because I do not want Audiologists to die, or become simple physiologists. I want you to survive, I want you to thrive, why? Because I really do think that our involvement in the process of hearing better is valid. Because of this

Why Am I such a Mean Son of Un-married Parents?

Simply because, in order for you to survive, you need to be aware of all of the pressures. You need to be aware that consumers are changing. You need to be aware that consumers have the power, you need to be aware that consumers will shape the future provision of hearing aids, not you. Because if you are aware of that, if you believe that, you can start to shape the consumers wants and needs, you can meet their needs and not be marginalised. You need to understand those consumers and their wants and needs, because only then can you design a service that keeps them as customers.

Because if you don’t, you will be marginalised, your future will be testing, treating balance and handling the really, really tough cases. That doesn’t serve the needs of Patients and it doesn’t serve the needs of our profession.




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