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The New World of Audiology

The New World of Audiology

October 09, 2015 In the News

Beck and Adcock (2014) reported that it is time we all become committed to establishing a new social norm in hearing care—one that focuses on “maximal hearing and listening” and one that focuses on addressing and countering the “widespread negativity associated with hearing aids….which views hearing health care (at best) as generally irrelevant and (at worst) as a threat….”

With regard to the many disruptive and competitive forces in the market place, Nielsen (2015) reported today’s audiology clinics face the “reduction and possible loss of this source of revenue….” He states that audiologists must become business people and they need to think strategically about “their brand” in order to effectively market themselves.

Nielsen reports that “audiologists must adopt and implement new business strategies to remain competitive…” and he says “there is a growing willingness to seek health care from less traditional sources including big box stores and the Internet….” Nielsen advocates a national strategy of, by, and from audiologists to differentiate audiologists from their competition “in the minds of professional referral sources and patients by systematically educating physicians and other professionals about the benefits provided by a doctor or audiology….” That is, Nielsen says the key to the marketplace is the differentiation of audiology and audiologists “through the development and implementation of proven marketing and branding strategies….”

For More Information, References, and Recommendations

Beck DL, Adcock CJ. (2014) Right Product, Wrong Message. Hearing Review. April 9.

Nielsen D.(2015) The Importance of Marketing in the New World of Audiology. Audiology Today 27(5):34-38.

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