The big news in retail Hearing Health the last few months has been the entrance of United Health with a “Direct to Consumer” marketing/sales strategy. This has the potential to cause significant problems for standard dispensing model offices, however; let’s not all run for lifeboats just yet.
It will be at least a year before we are able to make any realistic predictions as to what this will mean to the profession. In the mean time – what are you going to be doing? Sitting in your office ringing your hands, refining your current strategy, or developing an entirely new method of bringing clients to your door. Or – a combination thereof.
In 1982 I had owned my office for a year when a large regional company, National Eye and Ear opened a location one block away. Their pricing was one-third of what I was charging. I was really nervous. I knew I was doing a good job for my clients but was that going to be enough? In an effort to protect my market share I bought “loaded” faceplates, and received training in how to cast shells for In-The-Ear aids. Then I had my office registered with the FDA as a manufacturer and proceeded to advertise same-day fittings. I did not reduce my prices.
After three years “National” ceased selling hearing aids. Did my same-day aids save my practice? Did they make a difference? Not that I could tell. The advertising might have brought additional business in the door but most new clients were content to wait a week or two and be fit with aids from a nationally known manufacturer (Maico, Audiotone, Radio Ear). The people I did make same-day aids for were Mexican citizens who drove to Tucson for the day, did their shopping for clothes, health care, and Costco (back then it was called The Price Club) and then drove back across the border.
The point I am trying to make is that you shouldn’t become complacent, but neither should you over-react as did I. What you should do is re-evaluate everything you do and how you do it. If something needs to be improved, don’t wait. Make your decisions and get to it. In business there is a saying, “You are either moving forward or backward, there is no standing still!”
In a year or three United Health may be a big force in our profession or it may go the way of Songbird. For the youngsters reading this, Songbird was a very low cost, thirty-day battery, instant fit, disposable canal (almost) hearing aid.
No one can tell the future but you can prepare for it.
We hope you have a wonderful Thanksgiving!!!
