Vol. 8 •Issue 5 • Page 68
Industry Viewpoint
Industry Viewpoint
Road to Audiology Oz
So what's up? What's the latest buzz amongst the audiology crowd? What keeps you up at night thinking? Where do you see the future of this industry in three to five years? Where do you see your career or business in the next five years? There is one thing you can count on—change!
Here's the scoop. There are what? — an estimated 34 million, give or take a mil, people in the United States today with some form of hearing loss. Big numbers—right? Sure—but here's the thing...that 34 million—do they all hang out at the same place? Do they live the same lifestyle? Are they all members of the same club? Have they even identified or accepted the idea they have a hearing loss? In fact, is there any way to reach this "market" in a consistent, effective way that allows you to focus strictly on the hearing aid as the solution for hearing loss? The obvious answer is "Of course not!"
So, is it possible Sony Ericsson, AT&T, BellSouth, Verizon, Motorola, T-Mobile and Cingular have all turned to us for answers on how to reach this market because there is no truly direct path in? You bet! In fact, we are all looking at that big cha-ching we call the boomers. And the challenge we all face is how the heck we are going to reach these guys.
Here's the straight-up deal—it's just not going to happen with "Buy One, Get One Free" hearing aid ads in the local paper. It will happen by changing your paradigm. This is a communications industry, not a hearing aid industry. I use this analogy: gas stations. For anyone that reads business books, you have probably already been exposed to this one. Back in the early 1980s, gas stations started expanding beyond simply dispensing gas. They became complete convenience stores. Why? They had a captive market. People had to stop and buy gas. Gas stations made money on the sale of gasoline. Moving into convenience products would require spending time and resources on products outside of their core business. Would this make sense?
Not only did it make sense, it created a completely new and highly profitable revenue stream. In fact, today the fact that gas stations moved into a convenience store/fast food model has allowed them to survive.
Another great analogy: pharmacies. Same deal—at one time pharmacies only dispensed prescription medicines—now they, too, sell anything and everything that relates to convenience products, healthcare items, etc. Again, a shift in paradigm allowed them to survive and thrive in a changing economy. Let's be honest here. The model works. Embrace the realities of your customer's lifestyle.
For audiologists, the golden brick road to Oz is paved with new opportunities to reach a broader potential market by offering to patients the products and services they actually WANT to buy. Cellular, Bluetooth and cordless gadgets are the products and technologies that have people all hot and bothered. Bringing these technologies into your practice and offering patients a single source that addresses ALL of their communication needs is an imperative initiative. Look at every growing industry. They share a common strategy—adapt to the customer's needs, interests and lifestyle and give them what they want.
My jaw still drops when I talk to intelligent people who tell me they just send their patients down the street to get a phone because they just don't want to bother with "other stuff. " My response is generally, "Well, you must have won the lottery or come into some serious money somehow if you can afford to send a paying customer away when they have very specifically defined a need for which you can provide a solution—at a profit." It just blows me away.
Here's my prediction: there will be some who figure this out. In fact, there already are. They will look at the market holistically, understand the diverse lifestyles and needs of their customers, offer a broader range of communication products, reach out with updated messaging and branding that speaks to this new wave of prospects, package it all with their expertise and make it simple and affordable. These pioneers of common sense will begin to take more and more market share until it becomes painfully obvious and the industry hits its tipping point.
For those of you who are ready to make the paradigm shift and are interested in expanding into exciting new communication technologies that will reduce your lead generation costs, increase your revenue, reduce hearing aid returns and broaden your potential market base (that all sounds good, doesn't it?), there is one simple step you can take.
1. Call us for a complete info kit on new communication technology and how to incorporate it into your practice.
That's it! It's that easy. We can explain how to set up your waiting room to be a profit center, how to offer cellular products and service, how to get a fully secure e-commerce ALD shopping site tied to your Web site in a matter of hours and how to become a complete specialized communication center with the right blend of products and marketing.
Now just pick up the phone or send us an e-mail....go on...just do it!
Michele Ahlman is president of ClearSounds Communications and vice president of HITEC Group International Inc. She can be reached at 800-965-9043, ext. 123, michele.ahlman@clearsounds.com
