http://old.betterhearing.org/
BHI Featured in 2 New Workshops at AAA

April 10, 2007


I will be giving two 2-hour learning modules at AAA in Denver. The two seminars should be considered one learning module presented in 2 parts. The first seminar explores the latest MarkeTrak research with a focus on identifying opportunities for promoting audiology and the second explores strategies and tactics for promoting audiology based on that research.

See you in Denver.



Sincerely,

Sergei Kochkin
Executive Director

Title: MarkeTrak VII: New Opportunities for Promoting Audiology
When: April 20, 2007 (Friday 2 p.m. - 4 p.m.)
Where: Colorado Convention Center Room 201/203

Abstract
We review 21 year trends in the hearing health industry. Newly covered topics include: the impact of untreated hearing loss on income, customer satisfaction with hearing aids in the digital age and an exploration of America's 1.2 million hearing-impaired children and 23 million adults currently not using amplification. This seminar should be considered the introductory seminar to Saturday's seminar on the integration of national and local promotion of audiology. (Detailed summary below)

Title: Integrating National and Local Promotion of Audiology
When: April 21, 2007 (Saturday 2 p.m. - 4 p.m.)
Where: Colorado Convention Center Korbel - Room 1C

Abstract

Only 23% of people with hearing loss adopt hearing aids. New users of hearing aids are 70 years of age. Yet 65% of people with hearing loss are below retirement age. In line with National efforts at the BHI what can audiologists do to promote hearing healthcare in their communities to enhance the chances that more people with hearing loss, while in the prime of their life, seek the services of audiologists? It is assumed that the participant has attended the introductory seminar on Friday (MarkeTrak VII); those research findings will not be repeated here. (Detailed summary below)

Title: MarkeTrak VII: New Opportunities for Promoting Audiology

Summary

In this five part presentation we will explore relevant 21 year trends in the hearing healthcare industry including: demography of hearing aid owners and non-owners, distribution, pricing, first-time users, physician screening for hearing loss. In a study of 44,000 households we will demonstrate the impact of untreated hearing loss on income but more importantly the mitigating effect of hearing aids. The latest customer satisfaction research on digital hearing aids will demonstrate we have made significant advances in satisfying customers now that digital hearing aids are 50% of fittings. Of concern is the fact that 1.2 million children in America have hearing loss yet do not use hearing aids. This follow-up study on 250 children explore the reasons for non-adoption of hearing aid technology. Do these children have transitory ear infections, are they all surgery candidates, or is there systemic misinformation and neglect of these children? The objective data will be supported with essays from parents. Finally we again quantify 64 reasons why America's 23 million unamplified adults are still sitting on the side-lines. These research findings serve as input into the second learning module: Integrating National and Local Promotion of Audiology. The goal is to leverage this research in our promotions as a means of increasing the number of American's seeking a hearing solution earlier in their life then the current age 70.

Title: Integrating National and Local Promotion of Audiology

Summary

Are people with hearing loss motivated to seek the services of a hearing healthcare professional by promises of invisibility, free hearing tests, marketing of new digital hearing aid models, discounts on hearing aids, or a visiting expert? Perhaps these techniques work for people who are ready for a hearing aid but it is unlikely that they are effective in motivating new users. There are more deep seated issues which serve as obstacles for people adopting a hearing solution earlier in their life: stigma, denial, knowledge of hearing healthcare, perception of need, physician reluctance to recommend, misinformation, myths about hearing loss and hearing aids, poor perceptions of the hearing healthcare process and hearing aids, price of hearing aids, etc. In this seminar we present a comprehensive model for moving people from denial to acceptance enhancing the likelihood that they will seek out the services of a hearing healthcare professional. We will explore the mission, strategy and current and future tactics of the Better Hearing Institute for promoting hearing solutions. In addition, we present some methods for the local practitioner to promote their practices in their communities using tools from the Better Hearing Institute. Our overall goal is to form a grassroots partnership with local audiologists as a means of increasing traffic into their offices.


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