How to Select a Hearing Health Care Provider

female_audiologist_postcard-r2147302d1ca64d8bbfec49ea325d8ed6_vgbaq_8byvr_324You’ve finally decided to move ahead and try to improve your communication skills. You’re excited about wearing hearing aids but don’t know how to get started. Choosing an appropriate hearing health care provider is as important as your choice of physician. Your audiologist is the hearing professional trained to evaluate and manage your hearing disorders and your concerns….so where to begin????

While a recommendation is very useful, it’s important to understand that one person’s success may not translate into success for you. Each person’s hearing loss is different and requires individual attention, not only to your hearing disorder, but to your lifestyle and your hearing requirements. Your doctor may have the names of qualified audiologists and this may be a good place to start. Asking a friend or relative is also helpful in terms of knowing the style and personality of the practice.

1. Choose a practice that adheres to the industry’s standards of “best practice”

2. Choose a practice where you will be seen by the same individual practitioner so there is continuity of service

3. Choose a practice that is not corporate in design so that decisions can be made by the audiologist managing your needs, and not by corporate protocols

4. Choose an audiologist who will listen to your needs and your concerns

5. Choose an audiologist who has state of the art equipment

6. Choose an audiologist who adheres to infection control recommendations, using disposable items when indicated

7. Choose an audiologist who is willing to make changes and corrections to the recommended hearing aid if it is not satisfactory

8. Choose an audiologist who takes the time to survey your hearing problems before you make hearing aid decisions

9. Choose an audiologist who offers many manufacturers’ brands of hearing aids

10. Choose an audiologist who incorporates multiple follow up appointments in order to assure your success

11. Choose an audiologist with appropriate university degrees

12. Choose an audiologist who has outcome measures to validate the hearing aid fitting

13. Choose an audiologist who is state licensed and abides by the state rules and regulations, and explains the state’s law for the trial period.

14. Choose an audiologist with a helpful staff for making insurance claims and answering questions

15. Choose an audiologist who will forward reports to your primary care physician

16. Choose an audiologist who will refer you to an otologist if your tests indicate the need for medical intervention

17. Choose an audiologist who you LIKE…you will be spending hours with this person which makes it even more important to put your trust and your confidence in a professional who is pleasant and accommodating and makes you feel relaxed and comfortable.

When it comes to your hearing, which is an integral component of your overall health, choose a hearing care professional who is patient and caring and provides counseling and aural rehabilitation to facilitate the adjustment to hearing instruments. Hearing aids are a process, not a product, and the relationship you build with your audiologist should be meaningful and built on a foundation of trust.

Hears to happy hearing and healthy living!

Stefanie Wolf, Au.D.
Doctor of Audiology
Audiology of Nassau County
165 North Village Avenue
Suite #114
Rockville Centre, NY 11570
(516) 764-2094

Marketing Predators: The EAR-ie Truth

I wish I had a nickel for every time a patient came to my office with a mailer they received promising a vacation, a kitchen appliance, or even a Thanksgiving turkey as a gift for trying a hearing aid. Mailers like these are nothing new. Such inducements have become common practice in condo time shares and car dealerships, but they have no place in health care.

 

These mailers are sent by hearing aid dispensers or audiologists who purchase a list of specific demographic targets in order to lure prospective patients to their offices with promises of gifts and discounts.  These practices expect that, in order to receive their “gifts”, the patients will book an appointment and splurge for hearing aids. The mailers will often arrive in an 8 x 10” envelope marked “urgent” with the appearance of an authorized document, with emboldened warnings such as “time sensitive information” and “for recipient only.” Others state that the recipient has been “selected to be part of a special test market.” These mailers are often outsourced and arrive from a third party marketing company to present the appearance that it is not the practice’s own marketing. Is it legal, yes. Is it ethical, who knows. Is it tasteful, definitely NO!

While there is nothing wrong with advertising a clinic – after all, how else will people be made aware of the practice – I have a particular distaste for letters and publicity designed to mislead people. What is particularly troubling is that most of those who are targeted for these mailers are over the age of 65. A December 2012 article published on NPR’s website entitled Why It’s Easier To Scam The Elderly reported findings from psychologist Shelley Taylor at UCLA. Her study suggested that older adults have decreased activity in the area of the brain that detects risk and danger, making them more susceptible to respond to unsavory types of marketing. The article also reports a finding from AARP that the average age of fraud victims is 69, and states that this age bracket is “most inclined to believe those too-good-to-be true promises.” A more recent article, entitled Psychological Vulnerable Older Adults Are More Susceptible to Fraud,  published by Science Daily in April 2013, suggests that psychologically vulnerable individuals, characterized by depression and ”low level of social needs fulfillment”, were most likely to become victims of fraud. Because hearing loss is so pronounced in this age demographic, and because untreated hearing loss leads to social isolation and depression, the inevitable obvious conclusion is that the target audience for the hearing aid gimmicks are those who are most psychologically vulnerable.

To our patients who are disgusted by these mailers, I want to say “Thank You” for reading between the lines. To our colleagues who remain committed to avoid this path, it’s wonderful to see so many taking the high road to preserve the caliber of our profession. To our professional organizations that have not yet sanctioned these tactics for being unethical, hopefully soon you will reach the same conclusion that I have and re-evaluate your ethics standards and guidelines.

Most importantly, to recipients of these mailings, please remember for yourself and for your loved ones – especially the elderly who may not be able to read the subtle cues or fine print – that there really isn’t a special prize, special discount or special test audience, as advertised. These are simply devices to get people intrigued. The gifts for valentines chocolates aren’t REALLY chocolate, rather a $15 online certificate where you have to spend a certain amount to activate the coupon. If a practice promises $500 off a price of a hearing aid, more often than not, the price is first INCREASED $500 so the spender can feel good about using their coupon. Or, my personal favorite is the 50% off the manufacturer’s suggested retail price, which of course is artificially doubled by the practice so that it can be cut in half. Read carefully, be smart, and advise those you care about to do the same.

When it comes to your hearing, which is an integral component of your overall health, choose a hearing care professional who is patient and caring and provides counseling and aural rehabilitation to facilitate the adjustment to hearing instruments. Hearing aids are a process, not a product, and the relationship you build with your audiologist should be meaningful and built on a foundation of trust. Certainly professionals who use tricks to get you to their door could be initiating a relationship that prays on your vulnerabilities. Don’t let yourself or your loved ones fall victim to marketing predators. Isn’t it better to find honest professionals and buy your own Thanksgiving turkey?

Stefanie Wolf, Au.D.

Doctor of Audiology
Audiology of Nassau County
165 North Village Avenue
Suite #114
Rockville Centre, NY 11570
(516) 764-2094
www.audiologyofnassau.com

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http://www.npr.org/blogs/health/2012/12/06/166609270/why-its-easier-to-scam-the-elderly
http://www.sciencedaily.com/releases/2013/04/130425132441.htm