Top Ten Reasons for Hearing Aid Delight Slide 1 ppt

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					Carole Rogin, Hearing Industries Association
                          www.hearing.org
   Audina Hearing             Oticon Inc.
    Instruments                Phonak Inc.
   Audiology Online           Pulse US, Inc.
   Beltone Electronics        ReSound North America
   Energizer                  Rexton, Inc.
   ESCO                       Siemens Hearing
   Etymotic Research           Instruments
   Frye Electronics Inc.      Sonic Innovations, Inc.
   Hansaton                   Sound Design
   InSound Medical             Technologies
   Interton, U.S.             Spectrum Brands
   IntriCon Corporation       Starkey Labs Inc.
   Knowles Electronics        The Hearing Journal
   Micro-Tech Hearing         The Hearing Review
    Instruments                Unitron Hearing US
   ON Semiconductor           Widex
• Government Relations
• Statistics
• Market Development
• Agencies – FDA, FCC, HHS, FTC
• Legislatures – House, Senate, States
• Allied Organizations
              www.hearingaidtaxcredit.org



•   $500 per aid
•   Every five years
•   Age 55 and older & dependent children
•   Household income below $200,000
            www.hearingaidtaxcredit.org



• $1000 financial assist
• $12,000 annual income differential
• “Halo” effect
  2008                2009
• 2,407,559 units   • Q1 even
  (-0.73%!)
• 57% BTE!          • 63% BTE!
• 3% analog         • Bye bye Analog –
                      Hello External
                      Receiver (33%)
          8

          6                                       HIA
                                                  GDP
          4
Percent




          2

          0

          -2

          -4

          -6
           78/1 80/1 82/1 84/1 86/1 88/1 90/1 92/1 94/1 96/1 98/1
• Better Hearing Institute
  www.betterhearing.org
• Exploring the Consumer’s Journey
• Technological excellence
• Dispensing excellence
• Gap between excellence and use
   – 20% Utilization
   – Public perception unchanged
   – 1 in 6 are in the drawer
• Results of untreated hearing loss
  cannot be tolerated any longer
• Phase I: Consumer Focus Groups
  May 2005
• Phase II: Online Consumer Survey
  February 2007
• Phase III: Delighted Consumer Focus
  Groups
  August 2007
• People who had suspected they had a
  hearing loss but had not taken action
      • Were primarily aware due to experiences
        and complaints from family and difficulties themselves
      • Perceived people with hearing loss as old,
        weak, frail
      • Believed from old friends and relatives that
        hearing aids don’t work
      • Received inconsistent advice
      • ‘Knew’ that hearing aids were so expensive
        that you shouldn’t buy them until you’re
        desperate
• People who had an evaluation but had
  not purchased hearing aids:
     • Were aware due to same experiences and
       waited a long time
     • Expected but did not receive some quantifiable
       measure of their problem
     • Doubted the validity of the recommendation
     • Had concerns regarding benefit, function and cost
     • Received no compelling reasons to act
• People who had purchased hearing aids had
  wide variations in their experience and views:
      • Pleased
         –   Have made my life better
         –   Feel more confident wearing them
         –   Received training in care and use
         –   Participated in post-sale interactions
      • Disappointed
         –   Don’t work in all situations
         –   Embarrassed by wearing them
         –   Received little training in care and use
         –   Feel ‘abandoned’ post-sale
                                        DELIGHTED
                                        HEARING AID
                                        USERS

                               WHAT EXPLAINS THE DIFFERENCE?

HEARING AID
                                          SATISFIED
USERS            STUDY                    HEARING AID
                                          USERS




                 SUBJECTS
              MATCHED FOR AS
              MANY VARIABLES
               AS POSSIBLE
• The Survey
     •   95 questions about hearing aids, acquisition, use
     •   41 minutes to complete
     •   Healthy Hearing/Survey Sampling International
     •   10 point scale – “High Delight” = 9 or 10
• The Respondents
     •   890 respondents (73% completion rate)
     •   50% women, 50% men
     •   Average of 60 years
     •   Over 80% binaural
     •   Over 75% reported moderate-severe
         loss
“Delight” was NOT impacted by:
• Length/years of         • Marital Status
  hearing                 • Employment
  aid use                   Status
• Style of hearing aids   • Type of
• Type of dispensing        employment
  professional            • Educational level
• Type of office          • Health Status
• Source of referral      • Income level
• Source of payment       • Hearing level
• Price structure
• Cost
• ‘Delighted users’
     • Significantly female
     • Significantly younger
     • Live in home with 3+ people
     • New hearing aids (87% purchased
       within 4 years, all within 5)
     • Wear hearing aids full time (not on
       a situational basis)
Hearing Aids Work
• New hearing aids enable people to hear where
  and when they want to
• Performance problems reduced or eliminated
• Sound quality is key determinant of delight
• Return visits reduced from 4.6 to 2.8
• 25% of our target market don’t purchase due
  to negative information from friends
• Huge loss
   –   4.4 million people
   –   1.75 hearing aids purchased every 5 years
   –   38,200,000 hearing aids
   –   $69 Billion ($1800)



   Source: MarkeTrak
Motivation
• 54% sought out information
  prior to appointment
  (primarily, on the internet)
• Most expected to lose some
  hearing as they age so didn’t
  wait as long
• Safety issues were driving
  force
• Support of family
• 72% use a cell phone
• 74% use the internet
• 62% have broadband at home
• 43% have wireless
• 10,000 people will turn 65
  everyday for the next 20 years
• 50% of them expect to live until
  their 90
Source: Pew Internet & American Life Project
Professionalism
• Physical attributes of office
  – Location, cleanliness,
    orderliness, and overall look
• Staff courteousness and
  professionalism
• Factors that impact perception of you
  – Referral source, demeanor, and reputation
         Etiquette-Based Medicine

   “An interaction that puts professionalism and
   patient satisfaction at the center of the clinical
                      encounter.”



Source: Michael W. Kahn, MD, New England Journal of Medicine, May 8, 2008
•Puts the patient “at the center” of every
interaction
•Includes patient and significant others
as part of care team
•Enables patient to take some
responsibility for outcomes of care
• Family can amplify information, validate
  answers
• Family can learn care and use
• 65% of those accompanied by a significant
  other purchase, 35% unaccompanied purchase


Source: Robinson & Hanes, The Hearing Journal, March 2004
Evaluation
• Discussion about hearing problems,
  and completion of questionnaire
• Testing with earphones for tones,
  speech, and loudness levels
• High technology testing appears
  to reinforce hearing aid technology
• Video Otoscopy
• In-depth discussion of results and
  next steps – realistic expectations
  of aided loss
 Motivational Interviewing

  “A way to improve a person’s motivation
 to change beyond their ability to make a
change is by talking with them about their
 mixed feelings and helping them to work
             through those.”

     Source: Motivational Interviewing for Dummies
Counseling
‘Delighted users’ received the following
information both verbally and in print
   •Benefits and limitations of hearing aids
   •How hearing aids would be selected
   •Tests that would help determine the
   characteristics of hearing aids
   recommended
   •Styles of hearing aids that would
   and would not work
   •What to expect
   •Information about the office
Strong Recommendation
• Belief that their opinions
  were considered
• Strong recommendation
  of one type rather than
  several options
• Reinforce importance
  of a ‘trial period’ - adaptation
Experimentation
• Discussion of what it’s like
  to own, use and care for
  hearing aids
• Listening opportunities,
  simulated and real
• Discussion of ‘relearning to
  hear’ and establishment of
  a daily schedule
• Coaching in reducing feedback,
  talking on the phone
• Encouragement to visit the office
  as often as desired
Simulation reduces returns by 50%




Source: MarkeTrak
Verification & Validation
• Confirm that the hearing
  aid performance matches
  the prescriptive fitting
  targets
• Explain that to the patient
• Demonstrate how the hearing
  aids are working for the patient
  in the real world
• Modify settings for more
  ‘natural’ sound and ‘clear’
  speech
• Real Ear Measurement –
  only 40% ‘almost always use’
• Measuring the benefit increases
  satisfaction by 15-20% (Source: MarkeTrak)
Continued Connection
• Studies confirm highest satisfaction
  with 4+ hours
• Users report ½ hour
  (Source: MarkeTrak)
• 90% reported that a follow-up
  visit was scheduled post-trial
  and 98% of those kept the
  appointment
• 75% said the professional
  checked on their progress, personally!
You, the Hearing Care Professional
• Delighted users rate the follow-up services at 9.5 out of 10
• Delighted users received a program for learning to use their
  hearing aids
• Although only 8% of all respondents report an invitation
  to classes, those with high delight rated the classes high
  in benefit
• Assume that I have little or no information
• Provide me with aided/unaided simulation
• Offer me educational/informational sessions
• Explain to me how hearing aids work
• Tell me which hearing aids will work for me, which
  ones won’t, and tell me why
• Schedule automatic appointments for me
• Provide me with a list of things I should be hearing
• Assume that I have little or no information
• Provide me with aided/unaided simulation
• Offer me educational/informational sessions
• Explain to me how hearing aids work
• Tell me which hearing aids will work for me, which
  ones won’t, and tell me why
• Schedule automatic appointments for me
• Provide me with a list of things I should be hearing
• Provide a faster turnaround time and lower price on
  repairs – and give me a loaner, too!
• Police advertising
• Help me hear TV better and have less noise in
  restaurants
• Lower the price
• Be professional
•   Make you more employable
•   Help you earn more
•   Enhance your communications
•   Connect you with family and friends
•   8 million of you may be eligible for FEHBP
• Today’s hearing aids have the potential to meet and
  exceed realistic expectations about better hearing
• ‘Etiquette-based’ medicine is something we need to
  practice – putting professionalism and patient
  satisfaction at the center of the clinical encounter
• ‘Patient-centric’ medicine is a direction we need to
  explore – making our system maximally responsive
  to patient needs, developing shared agendas about
  desired outcomes and helping people become
  active participants in their own care

				
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