Things only look more uncertain once you factor in alternate methods of hearing healthcare. Online retailers and over the counter hearing aids are taking a bigger chunk of the audiology market than ever before. With many more traditional retail clinics facing downturns due to COVID-19, fighting back against those disruptive options is that much more difficult.
None of this means that audiology retailers should be thinking of calling it quits, however. There is still plenty of room for innovation in the world of hearing health. We operate in a fairly self-sustaining industry, after all. The need for traditional hearing aids and other audiology solutions is not going away any time soon, and many consumers will not be satisfied with the cheaper, less-reliable options currently filling the market. This is actually an ideal time to invest in technology that makes your practice better-equipped to compete in a rapidly changing industry.
Teleaudiology
Remote medical care has become more and more of a necessity during the pandemic, but it was already on the upswing even before quarantines. Even so, an industry survey conducted before the pandemic revealed that 85% of audiologists had no experience with teleaudiology. That makes for an excellent opportunity for clinics to get on board with this technology now, before the rest of the industry has caught up. To put it simple, teleaudiology is going to be an essential piece of hearing healthcare for the foreseeable future. It pays for your audiology practice to start gearing up for it sooner rather than later.
Some common audiology processes, such as hearing aid fittings, certain hearing tests, and more advanced diagnostics, will probably always need to be handled in person. A good number of functions, though, can be handled over the phone or via the internet. A trained clinician can walk a patient through troubleshooting problems with a hearing aid, for example. Many rehabilitation treatments can be delivered remotely. With the right tools and technology, certain hearing tests can even be facilitated in a remote setting.
Teleaudiology can be a useful tool for expanding your practice even beyond the current crisis. In a field where many clients are elderly or experiencing limited mobility, having services available that allow patients to get the attention they need without being required to come to your physical location is an excellent selling point. Remember that the coming generation of hearing aid users will be considerably more technologically savvy than the current one, and that advancements in hearing diagnostics mean that younger clients are more likely to seek out hearing assistance than in the past. Having a system in place that serves those patients’ needs and lifestyles can only be a boon to your practice.
Improving Online Communication
Aside from the functions of teleaudiology, the internet offers a number of other opportunities to grow your hearing healthcare practice. Too often, audiology professionals take the attitude that this is a service that our clients need, so they will come to us when they need help with their hearing. That was a counterproductive mindset even before the pandemic. Now it can be a downright dangerous one from a business standpoint. Developing strategies that put your practice at the front of prospective patients’ minds is crucial for thriving in our current reality.
While marketing isn’t always the strongest suit for audiology professionals, it pays to adopt a proactive, multi-pronged approach to advertising and advocating for your services. That doesn’t necessarily mean setting up a costly advertising budget or hiring a marketing firm. Your practice management software should include communication options that allow you to reach out directly to consumers.
Scheduling regular, informative posts on social media platforms is one excellent way to reach a wider audience. Posting simple instructional videos about your hearing health technology — including teleaudiology — can be a great resource for potential patients searching for answers on YouTube and other visual platforms. Reaching out to existing clients via text or email with personalized appointment follow-ups or tips about their hearing aids or other devices not only establishes a bond with those patients, it also improves your online word-of-mouth — still one of the most effective marketing tools a business can employ.
Make no mistake, we are in the midst of a difficult time for the hearing healthcare industry. But that does not mean it’s time to lay low and wait for the situation to improve on its own. By taking an active, engaged approach to your own marketing and technology, you can set your practice up for long-term growth and lasting success.
For ideas and insights related to growing your retail practice, download our essential retail guide.
