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Top Ten Reasons for Hearing Aid Delight Carole Rogin, Hearing Industries Association www.hearing.org

Top Ten Reasons for Hearing Aid Delight Carole Rogin, Hearing Industries Association www.hearing.org. HIA Members. Oticon Inc. Phonak Inc. Pulse US, Inc. ReSound North America Rexton , Inc. Siemens Hearing Instruments Sonic Innovations, Inc. Sound Design Technologies Spectrum Brands

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Top Ten Reasons for Hearing Aid Delight Carole Rogin, Hearing Industries Association www.hearing.org

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  1. Top Ten Reasons for Hearing Aid DelightCarole Rogin, Hearing Industries Association www.hearing.org

  2. HIA Members • Oticon Inc. • Phonak Inc. • Pulse US, Inc. • ReSound North America • Rexton, Inc. • Siemens Hearing Instruments • Sonic Innovations, Inc. • Sound Design Technologies • Spectrum Brands • Starkey Labs Inc. • The Hearing Journal • The Hearing Review • Unitron Hearing US • Widex • Audina Hearing Instruments • Audiology Online • Beltone Electronics • Energizer • ESCO • Etymotic Research • Frye Electronics Inc. • Hansaton • InSound Medical • Interton, U.S. • IntriCon Corporation • Knowles Electronics • Micro-Tech Hearing Instruments • ON Semiconductor

  3. HIA Programs Government Relations Statistics Market Development

  4. Government Relations Agencies – FDA, FCC, HHS, FTC Legislatures – House, Senate, States Allied Organizations

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

  6. Hearing Aid Tax Credit www.hearingaidtaxcredit.org $1000 financial assist $12,000 annual income differential “Halo” effect

  7. Statistics 2008 2009 • Q1 even • 63% BTE! • Bye bye Analog – Hello External Receiver (33%) 2,407,559 units (-0.73%!) 57% BTE! 3% analog

  8. 8 HIA 6 GDP 4 2 Percent 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 HIA Sales vs. GDP

  9. Market Development Better Hearing Institutewww.betterhearing.org Exploring the Consumer’s Journey

  10. “Exploring the Consumer’s Journey” Rationale • 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

  11. “Exploring the Consumer’s Journey” Chronology • Phase I: Consumer Focus GroupsMay 2005 • Phase II: Online Consumer SurveyFebruary 2007 • Phase III: Delighted Consumer Focus GroupsAugust 2007

  12. “Exploring the Consumer’s Journey” Results, Phase I • 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

  13. “Exploring the Consumer’s Journey” Results, Phase I • 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

  14. “Exploring the Consumer’s Journey” Results, Phase I • 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

  15. Research Method “Modified Matched-Pair” DELIGHTED HEARING AID USERS ? WHAT EXPLAINS THE DIFFERENCE? HEARING AID USERS SATISFIED HEARING AID USERS STUDY SUBJECTS MATCHED FOR AS MANY VARIABLES AS POSSIBLE

  16. “Exploring the Consumer’s Journey” Results, Phase II • 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

  17. “Exploring the Consumer’s Journey” Results, Phase II “Delight” was NOT impacted by: • Length/years of hearing aid use • Style of hearing aids • Type of dispensing professional • Type of office • Source of referral • Source of payment • Price structure • Cost • Marital Status • Employment Status • Type of employment • Educational level • Health Status • Income level • Hearing level

  18. “Exploring the Consumer’s Journey” Results, Phase II • ‘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)

  19. Reason #10Hearing Aids Work

  20. Reason #10: 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

  21. The Cost of Negative Word-of-Mouth • 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

  22. Reason #9Motivation

  23. Reason #9: 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

  24. Boomers Online • 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

  25. Reason #8Professionalism

  26. Reason #8: 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

  27. 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

  28. Patient-Centric Care 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

  29. The Very Significant Other • 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

  30. Reason #7Evaluation

  31. Reason #7: 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

  32. 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

  33. Reason #6Counseling

  34. Reason #6: 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

  35. Reason #5Strong Recommendation

  36. Reason #5: Strong Recommendation • Belief that their opinions were considered • Strong recommendation of one type rather than several options • Reinforce importance of a ‘trial period’ - adaptation

  37. Reason #4Experimentation

  38. Reason #4: 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

  39. Reason #4: Experimentation Simulation reduces returns by 50% Source: MarkeTrak

  40. Reason #3Verification & Validation

  41. Reason #3: Verification • Confirm that the hearing aid performance matches the prescriptive fitting targets • Explain that to the patient

  42. Reason #3: Validation • 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)

  43. Reason #2Continued Connection

  44. Reason #2: Continued Connection • Studies confirm highest satisfactionwith 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!

  45. Reason #1You, the Hearing Care Professional

  46. Reason #1: 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

  47. Results, Phase III “The Things You Do That Will Delight” • 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

  48. Results, Phase III “The Things You Do That Will Delight” • 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

  49. Results, Phase III “The Things You Do That Will Delight” Continued • 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

  50. Hearing Aids: The “Now” Product • 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

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