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Gyl Kasewurm, AuD

St. Joseph, MI

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To access PowerPoint

http://drgyl.com/power-

points-and-downloads/

password:

AllAmericanHearing

http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/

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$$$

Independence

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o Inbound calls converted to appointments

o % of candidates fit with aids

o Total number of tests with a 3rdparty present

o Binaural rate

o ASP of units sold

o # of units returned

Examples of KPIs

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Reimbursement 92557 Comprehensive audiometry

threshold evaluation and speechrecognition $37.97

92567 Tympanometry $14.69

92568 Acoustic reflex testing $15.76

92585 Auditory evoked potentialcomprehensive $104.60

92588 Distortion product evokedotoacoustic emissions; comprehensivediagnostic evaluation $33.67

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Demonstrate need foramplification

Demonstrate benefits of

better hearing (Includefamily)

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Illustrate handicap

Speech

testing

Discrim wordspresented to the

patient at 45dB HLwith 3rd partylistening

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Demonstrate benefit

Put appropriate aids onpatient

Discrim words presented to

the patient at 45dB HL

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What do we say?

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What types ofproblemsare you

having hearing people?

When do you experience difficulty

understandingothers?

How do you feel when you are left out

of conversations?

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Power of Free

The allure of 2 for 1All transactions have an upside and adownside

When Free is in the equation we tend toignore the Downside

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The Process:

1. Test hearing

2. Demo units on patient for familiar

voice test3. Explain Hearing Loss

4. Explore Lifestyle & Needs

5. Prescribe Solution6. Present the Offer on 1 page

7. Do not talk.

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Example ofscript for

getting thirdparties to cometo appointment

with patient

In order for us to havethe most effective test

results, its important touse a familiar voiceduring our testing

process. It is necessaryto bring a familymember to the

appointment for thispurpose. Who will becoming with you?

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$1970

$2360

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Patient referrals

Returns for credit

Patient Satisfaction

R i t t

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Resistance toImplementation

Changeis uncomfortable

Patient asks, why are the twoprices the same?

Will this negatively impact myclose rate?

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Commoditization is

one of the biggest

threats to everyone

involved in businessin the 21stcentury

- Steve Forbes (2011)

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35/88Mega sTORE

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COSTCO

Started selling hearing aids -1988

Hearing is second most profitable

division Estimated to sell 230,000 aids in

US in 2014

Fastest growing segment (26% in2013)

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Employ over 500 licensedhearing professionals

Hearing professional is a

Costco employeenocommission

80% premium technology

No advertising required

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COSTCO suppliers

Kirkland Signature (Resound)

Rexton (Siemens) Bernafon (Oticon) Phonak

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TodaysMarket

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CostcoIndustryAverage

Difference

Kirkland

Premium

$949 $3000 -$2051

BrandPremium

$1399 $3000 -$1601

High End $1299 $2500 -$1201

Mid-Level N/A $2000 N/A

RETAIL PRICE COMPARISONPRICE PER HEARING AID

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How do we compete?

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Opportunities

Lack of choices

Expertise of providers

Service/not easy to get in

Dont take insurance

No outcome measurements Focus on price and not relationships

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Great ListenerProfessional

Thorough

Solved my problemsWent the extra mille

Knowledgeable

WOW experience

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Pre-post benefit on EVERY patient:

oSubjective test : APHAB or HHIEoObjective test : HINT, QuickSIN

Customer Satisfaction survey 90150days after fitting.

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If patients have onepoor experience,

92% will simply leave.

If you provide patients with an averageexperience,

they are open to being attracted by someoneelse.

If you provide patients with an extraordinary

experience, they will never leave.

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We are Modern andProfessional.

Your comfort isimportant to us.

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Favorites

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Refreshments

Focus on personal preferences

Walk-in service hours

Provide WiFi Have wireless devices hooked up in

office with preprogrammed aids

ipads for check in

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Detail Detail

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Details, Details

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Know patients histories

Minimal wait time

Send specific directions beforeappt

Pick up and delivery service

Offer convenientHours

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Develop strong

connections Schedule regular visits (every 6

months)

Offer extended service plans

Free batteries

Plan patient only events

Focus groups to evaluate newtechnologies

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Loyalty o a

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Loyalty program

5-10% off for 2ndtime buyers of bestproducts

First options for new technology Gift on birthday

Invited to special events

Additional year warranty

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Loyalty stats

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Service service service

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Service, service, service

Regular cleanings

On site repairs

Walk in for minor adjustments Provide loaners

Quick turn around time

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O l 4% f t ill l i

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Only 4% of customers will complain.95% of the rest wont come back

75% of customers that complain willdo business with you again if youresolve their problem.

A dissatisfied customer will tell 10people while a satisfied customer will

tell 2.

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P ti t f l

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Patient referral program

Intentional, well planned program

Hand out 5 cards per day

Incentive for patientsPersonal thank you call

Points or $$$ towards future purchases

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Advertising

$662 per

aid

Costs = 32%of sales

Patient

referrals

$62 per aid

Costs = 2%of sales

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S e ifi of o a

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Specifics of program

Become Member when refer 1 patient peryear

Premium member when refer 3 patients peryear

$50 gift card for a referral and membershipin the club

Mailings to patients every quarter

Go to prohear.net to get specifics andcopies of our mailers

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You can doANYTHINGBUT

you cant do EVERYTHING!

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Hearing aid orientations

30 min/30 min Warranty checks

Cleanings and repairs

Loaner aids

Orders and inquiries

Software upgrades Wireless accessories

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Reputation is everything

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Reputation is everything

A company's reputation is paramountto its success and standing in thecommunity.

Reputation can affect a companysmarket share, and is arguably acompanys most valuable asset.

A companys reputation can make orbreak its ability to attract and retaincustomers.

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Publicize satisfaction results

Compare to benchmarksTestimonials

Put the message where they

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g ywill see it.

Online vs Print vs Television

o Boomers spend 16 hr/wk watchingtelevision

o Boomers spend 19 hr/wk surfing theInternet

o Boomer females are #1 users of Facebook

o 82% of boomers use internet for healthquestions

o 76% use the internet prior to making a

major purchase

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