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14 The President’s Page

4 Editor’s Note

6 News

20 Congress 2016 Review

24 Student Poster Winner

38 Taking the voice of BSHAA everywhere 40 Book Review byWendy Davies

41 Recruitment and classified advertising 46 Last Word

34 Customer Care

32 Jason Galster’s best reads

16 The CEO says...

18 September Development Day

4 BSHAA PEOPLE | JUNE 2016

BSHAAPEOPLEEDITOR

>[email protected]

Welcome to your post BSHAACongress edition of BSHAAPeople. I must start by thanking

the delegates for attending BSHAACongress and the many exhibitors forsupporting our event.

I think delegates that attended will bepleased they invested the time inparticipation. The feedback forms suggestas such, but BSHAA faces a challenge.Delegate numbers were low this year. Weneed to urgently find out what you, ourBSHAA members, want from Congressand what it will take to encourage you toattend in the future.

That said, we continue to live in excitingtimes, at Congress we heard from LillianGreenwood, Labour MP for NottinghamSouth and Member of the All ParliamentaryGroup on Deafness about how theGovernment is trying to address theongoing issues that we face every day. Shehighlighted the work that BSHAA hasdone to help shape The Action Plan onHearing Loss, and the soon to belaunched new commissioningframeworks.

You can read updates from Lillian ather website or at our website.

However, the challenges that we faceas a profession are more complexthan just at a government level.

Please can I ask you to read both ourCongress winning poster and DavidWelbourn’s article?

The poster was chosen at Congressas our winning entry. Congratulationsto Kathryn Woodside. Her postertitled Hearing Aid Dispenser – Help orHindrance? asks some tough questions.Please try to answer them. If thedirection of travel is that our

protected title is not understood orrespected by others, then some of theanswers lie with ourselves, in how wecommunicate our professional activity toour clients and to the wider community?

David takes this topic up from anotherangle but essentially challenges us all toensure we communicate to all stakeholdersabout our profession, share what we do, andhow we help our clients live healthy lives.

At Congress Jason Galster took a momentto deviate from his talk on listening tomusic through hearing aids, to stress tothe audience to not fall into the trapoutlined by Peter Cochrane. Peter spokeon the Friday about some potential futurepaths our profession might follow. Hepainted one possible trap, which was wemight start to only focus on fitting hearingaids. Jason commented that this path couldbe replicated by technology. However, ifyou consider a hearing aid dispenser’s

Editor’s Note

// TREVORANDREWS

Welcome to your Juneedition of BSHAA PEOPLE

BSHAA PEOPLE | JUNE 2016 5

unique skills, enshrined in our protectedtitle, where we assist our clients toimproved hearing health, now this cannotbe replaced by technology.

From a business point of view, as Imentioned, we live in exciting times, withgreater developments in hearingtechnologies year on year. This suggestswe are helping our clients with beneficialsupport.

I will illustrate this with my usual industrystatistics update from BHAMA.

The first table will show our professionand industry growth year on year from2014 to 2015.

As you see in the table our profession isgrowing and is embracing technology.

Most of the technology shift is in thereceiver in the canal (RIC) segment,which posted a big year on year increase.Plus as you can see this then drove the8% year on year growth.

If we now look at Q4 2015 and compareQ1 2016 using the most up-to-date data,we see an interesting BTE figure. I thinkthis may be smoothed out in Q2 and so Iwill not highlight it. The other numbersare in line with ITE (all formats) figuresshowing a slight reduction and RICincreasing. The quarter on quartergrowth is positive and generally in linewith most Q4 to Q1 periods. The growthwould indicate the possibility of anotherpositive year for our profession.

As you know, in my last column I used theEurotrak 2015 survey, featured in previouseditions of this journal, to comment thathearing aids are good for correctinghearing loss, and contribute to better andmore active lives, better quality of life,and better overall health.

The numbers seem to indicate that ourclients agree.

This journal also celebrates the winner ofour article writing competition. MarkWilliams from The Tinnitus Clinic wonthis year’s prize. Well done Mark.

Please can I encourage you to also considerwriting an article for BSHAA People. Whynot write up your thoughts on what youare doing, how you are helping a client,what worked well and what you learnt inthe process. You may also win next year’sprize for best article.

We are lucky to have a wonderful LastWord in this journal from Deepak Jagota.It’s written in a way that is both reflectiveand inspiring. I urge you to read it.

Finally, as ever, please can I thank allcontributors and advertisers to this journal.

We really appreciate the support you giveto BSHAA People.

Don’t forget to keep in touch withBSHAA by visiting our new wonderfulwebsite, plus our Facebook page orTwitter feeds or you can just email me [email protected]

Enjoy your journal. �

a hearing aid dispenser’sunique skills, enshrined inour protected title …cannotbe replaced by technology

Year onYear 2014 2015 Percentage

change

BTEunits sold 20043 18905 -6%

ITEunits sold 100087 95191 -5%

RICunits sold 136349 161769 18%

Total 256479 275865 8%

Quarteron Quarter Q4 2015 Q1 2016 Percentage

change

BTEunits sold 3897 5767 35%

ITEunits sold 25334 23374 -7%

RICunits sold 41727 45650 9%

Total 70958 74791 5%

”“

// industry // product // people//PE

OPL

E Karen Redfern appointedDirector of Unitron UKand Ireland

Cartwright runs for Hearing Link

An audiologist known to most BSHAA members for his workas Audiology Development Manager at Phonak, has tackled theLondon Marathon and raised almost £2,000 for hearing link.

Chris Cartwright, who’s 52, and lives in the West Midlands,has worked as an audiologist in the public and private sectorsfor 16 years before joining Phonak, 18 years ago.

In a letter to BSHAA People asking us to thank everyone whosponsored him or made donations, Chris says at first he was asworried about achieving the fundraising target as he was thedistance to run.

As it turned out, on the day he loved the whole experience:“people standing on their balconys with microphones andmusic blaring, cheering everyone on. Bands playing everythingfrom jazz to classical music, 30 piece drum bands, music at allpubs and an incredible crowd that you can only respond to.”

He admits he completely messed up his pacing and finished in4 hours 31 minutes and muses that maybe next time he’ll bequicker. Chris’s JustGiving page it is still open. �

www.justgiving.com/owner-email/pleasesponsor/Chris-Cartwright2


Karen Redfern, who is well known to audiologistsin her various roles at Phonak, has been appointedDirector of the sister company Unitron UK andIreland.

Karen has spent the past 10 years at Phonak, alsopart of the Sonova Group, most recently asMarketing Director, and before that, MarketingManager.

President of Unitron, Jan Metzdorff says thecompany is excited to have Karen in the Unitron UKand Ireland leadership role. “Her passion for puttingthe customer first, her relationship-building skills,and proven leadership abilities make her a greatmatch for the team and the Unitron brand.” �


NewsTwo new audiologists have joined the Sivantos team. HarryScholes will look after Scotland and Northern Ireland andNatasha Porter will look after the South East.

Harry graduated from the University of Leeds in 2013 with a BSc(Hons) in Audiology and before joining Sivantos worked for a nationalchain offering both private and NHS adult rehabilitation. Outside ofwork, Harry enjoys travelling, football and dog walking.

Natasha meanwhile graduated from The University of Southamptonin 2010 with a BSc in Audiology. Her first job was with Epsom andSt Helier NHS Trust where after two-and-a-half-years she joined Specsaversworking in Maidenhead and Kingston. Outside of work Natasha enjoystravelling around the UK visiting friends and family, walking weekendsand cooking. �

The UK Council on Deafness has a newchair. He’s Craig Crowley MBE, ChiefExecutive of Action Deafness, a Deaf-lednational charitable company and theformer President of the InternationalCommittee of Sports for the Deaf(Deaflympics).

Craig was a Founder Chair of UK DeafSport and had previously worked for theRNID (now Action on Hearing Loss) asDeputy Director of Care Services; healso had a short stint as Executive Directorof EUD (European Union of the Deaf).He was awarded an MBE at the Queen’s80th Birthday Honours in 2006.

Craig says he’s looking forward to theopportunity of working alongside sectororganisations and to push forward ourcollective issues with the All PartyParliamentary Group on Deafness aswell as cementing and championing theCommon Purpose statement withspecial interest and mission groups. �

New audiologists

//PEOPLE

Doug’snew jobInternationally known audiological scientist and speakerDouglas Beck, AuD, has been appointed Directorof Academic Sciences at Oticon Inc. The new titlereflects the contributions Douglas has made overmore than 11 years to Oticon’s academic, clinical andeducation efforts in the US and around the world.

Doug Beck is a prolific author with 152 published articlesand more than 1500 abstracts and interviews addressing awide variety of audiology and professional topics.

A colleague at Oticon, Thomas Lawrence has beenappointed Director of Sales. Thomas is recognised foroutstanding management skills that have enabled theOticon Sales Team to continue to demonstrate best-in-classpractices in delivering quality services and support to thetheir professional partners.

In announcing the new titles, Oticon President Peer Lauritsensays: “through his many speaking engagements abroad andin the US, Doug Beck has earned a reputation as aresourceful and enthusiastic speaker. The feedback wereceive from audience members consistently shows us thatDoug is an extremely effective ambassador for Oticonand our ongoing commitment to support hearing careprofessionals in acquiring the knowledge and skills theyneed to provide quality patient care.”

Meanwhile, Thomas Lawrence joined Oticon, Inc. in 2015in the newly created position of National Sales Managerand Peer Lauritsen says in just one year, he has drivenimprovements and implemented strategies that will allowthe Company to better meet partners’ needs now and helpcontinue their success into the future. �

New chair for UKCoD


// industry // product // people//IN

DUST

RY

Big changes at PC WerthThere have been big changes at PC Werth, acquired last year by Intricon UK Ltd: it now has newpremises, a new logo, a new Managing Director and some changed job roles.

First the company has relocated to a newly refurbished facility, to be named Audiology House 2, at theBoundary Business Court, in Church Road, Mitcham in South London. Official celebration of the new premiseswill take place later on this year.

With that move, Barbara Strahan, becomes Business Manager; John Precious, Engineering/Quality Manager;and Gordon Mak, Finance Manager. The sales team continues to be led by Stewart Howell, Head of Sales,with Tony Rainer, as Sales Manager – Hearing, and Ricky Dummer, Sales Manager – Education. AudiologistMatthew Murray, has joined PC Werth as Clinical Lead.

The new Managing Director is Delain Wright, who has more than 30 years of executive management andbusiness development experience in the hearing health industry. Delain, is also President at earVenture andVice President of Business Development Value Hearing at IntriCon.

Before joining IntriCon as a consultant in July 2013, he was President and CEO of America Hears, a revolutionaryonline concept for hearing care. Wright also served as vice president of networks and distribution for SiemensHearing Instruments, where he was responsible for business development and key account management.Prior to that, Wright also held senior management positions with A&M Hearing (a Siemens UK Company),and Rexton Hearing Inc (a Siemens Company).

Delain has thanked the former MD, Tom Parker saying his dedication and leadership helped PC Werthsecure a strong future. We wish Tom all the best as he pursues new endeavours. �

Sivantos has launched its first newplatform primax under the newSignia brand. The product waslaunched at four venues in April andat Congress in May. The Companyclaims hearing aids with primaxtechnology significantly reducehearing effort throughout the day byhighlighting speech in a wide varietyof listening situations. There’s a newdedicated HD music programmewhich the makers say will satisfyeven professional musicians.

The most important innovationwithin the instrument is the Speech-Master which continuously evaluatessignals coming into the aids, calculatingwhether a voice is present, where isit coming from, how far away it is andwhat ambient noises are interfering.The processing highlights the voiceof the target speaker accordinglyresulting in easier hearing. Sivantossays clinical tests measuring the brainactivity in various hearing situationshave shown that wearers of hearingaids with primax technology canunderstand much more easily.

As well as its newly developed highdefinition (HD) individual musicprograms there is a setting specificallyfor hard-of-hearing singers or musiciansduring their live performances.

Other features include the primaxability to deal with reverberation inlarge open rooms and to maketelephone calls easier by transmittingthe sound from the telephone toboth hearing aids. The instrumentalso offers CROS and BiCROS. �

The new primax enables ‘relaxed listening’


News

The hearing dog, Bertie, sponsored by Sivantos, is nowready to be sent to a new home, to help a person who ishearing impaired.

Bertie’s done fantastically well throughout his year-longtraining which included Christmas shopping, fun in thepond in summer and going on days out with his brotherRiley.

Mark Laben, UK Product and Marketing Manager said“We’re very proud of Bertie and how well he hasprogressed throughout his training. We look forwardto seeing the positive impact he will have on a hearingimpaired person’s life for the foreseeable future.”. �

Bertie goes into the big worldLatest F3 generation available soonThe Audio Service brand is to be rolled-out to more dispensersafter a successful pilot study. The brand was established inGermany in 1977 and now operates in more than 45countries, maintaining a strong focus on ITE products, thoughin recent years has established a large BTE and RIC portfolio.It has built a strong partnership with hearing care professionalsfocussing on individual services and solutions. Sivantos is nowintroducing the brand and its portfolio into the UK exclusivelyto Independents.

Audio Service’s innovation offers an instant fit Quix CIC,which can be used as a demonstration instrument, be offeredon loan or an instant fit same day product.

The product will be rolled out later this month to dispenserswho expressed interest at recent launch roadshows andBSHAA Congress. �

Starkey Hearing Technologies has launched its new Musefamily of hearing instruments and Halo2 at an event inManchester attended by 100 hearing care professionals.

As well as a series of product introductions and SPARKtalks, delegates participated in an interactive Q & A sessionwith two Muse wearers who spoke of the difference theMuse products made to their daily lives.

In the evening, delegates enjoyed an orchestral concert bythe world renowned Halle orchestra at prestigious concertvenue, The Bridgwater Hall followed by a dinner attendedby singer-songwriter James Holt, now wearing Muse. �

Unitron meanwhile has launched Stride M, the newest and most discreet member ofthe Stride family. Built on the North sound processing platform and continuing withUnitron’s patient centric design, Stride M 312 BTE claims to pack powerful performanceinto a style that emphasises comfort, aesthetics and intuitive functionality.

Features include SpeechZone 2, SoundNav and Sound Conductor, which the firm saysprovides patients with a great listening experience even in the most difficult soundenvironments, and incorporates a telecoil for those who need it.

Although Stride M is Unitron’s smallest BTE, according to Andrew de Goeij, atUnitron, it still manages to provide the highest output of any 312 BTE in the industry,making it suitable for patients with a wide range of hearing losses, or who for a varietyof reasons can’t wear a receiver-in-the-canal. �

//PR

ODUCTS Launch of theMuse and Halo2

Powerful punch of the Stride M


Ray Weinstein 1957 - 2016

News

BSHAA People is saddened to report the death of Ray Weinstein.

He became a member of the Society shortly after joining theprofession in 1993 when he started working for Scrivens, amove he made after a career in the Royal Marines which he’djoined when he left school.

After a short spell with Scrivens he moved to Hidden Hearingwhere he was a trainee. In his four years with the Companyhe became a team leader, leaving in 1997 to set up his owncompany, Hearing Aids South West. He remained until 2009when he sold his business to Regional Hearing.

Ray also founded Dynamic Hearing which manufactured anddistributed Telex hearing aids.

In 2012 he developed an online hearing test which made thepages of the Mid Devon Gazette following his claim that it

could revolutionise the way hearing assessments are made.This was reported in BSHAA People.

A patent application was made and Ray expressed the hopethat those who live in third world countries who cannot accessa healthcare professional would benefit.

A regular supporter of BSHAA events Ray often mixed thissocial business with his hobby of motor-caravanning oftencomplaining good naturedly when his high top camperwouldn’t fit into the car park at some BSHAA venues.

Ray died after a short battle with cancer in February and leavesa wife, Hanna and son Andrew.

Alun Starr, a good friend of his, and retired from Hidden Hearing,recently wrote an obituary for Ray in which he paid tribute tohis professionalism as an audiologist. �

The Association which represents British hearing aid manufacturers,BHAMA, has appointed a new Chairman. He’s Paul Surridge whowill work in a part-time capacity for the Association.

Since the beginning of the year Paul has been helping establish anew strategy for the Association which includes changing theAssociation’s name to The British Hearing Instrument ManufacturersAssociation (BHIMA) which it is thought reflects the Association’scommitment to help change public perceptions, and the stigmaattached to the term ‘Hearing Aids’. The Association’s board alsobelieves that technological advancements in recent years have hada positive and major impact on the devices offered to patients.The change also brings the UK Association closer to its Europeancounterpart EHIMA.

Paul has been Managing Director of various small to medium sizedcompanies and Associations over the past 40 years. During hiscareer he has also spent time in brand management and advertisingroles within blue chip companies, and led a London based advertisingand marketing agency.

For the past 18 years he served as Chief Executive of the SightCare Group – a business and product resource organisation for UKopticians. Until recently, and in parallel with his responsibilities atSight Care, he held the position of Non-Executive Chairman ofnational charity Vision Aid Overseas. He’s written business articlesfor various journals and especially the optical press. Aside of businesscommitments he’s an amateur theatre director and playwright.

Paul has been a keynote speaker, conference presenter and facilitatorat meetings large and small in the UK, USA, and Continental Europecovering a wide range of business topics.

Commenting on his appointment Paul said “I’m delighted to jointhe Association, and in a wider context the hearing care sector.The hearing sector is different from optics but there are parallels,and I hope my experience will enable me to add value to the hearingagenda. I very much look forward to understanding the challengesof the sector and working with BHIMA colleagues and itscollaborative partners”. �

NewChairman – and name – for BHIMA


It can’t have escaped the attentionof members who are on the Healthand Care Professions Council

(HCPC) register that, as you readthis, we are well into the registrationrenewal period. This is a process thatrequires you to complete a professionaldeclaration and then pay yourregistration fee. It can all be doneonline here:

www.hpc-uk.org/registrants/renew

Registrants have up to July 31st tocomplete this.

However, for a select few chosen foraudit, this is also the time when youhave to demonstrate to the HCPCthat you have indeed completed anappropriate amount of ContinuingProfessional Development. Thoseselected will receive a separate letterafter the renewal notices are sent out.

It’s often viewed as a scary process(for those who have not done itbefore) so the Council has prepared alist of ten top tips for completing yourprofile. Even if you haven’t beenselected this time around, the tips arestill relevant. And don’t forget there isa CPD Diary tool on the Society’swebsite to help you keep a record ofyour activities and your reflections incase you are chosen next time around.Log on to the new site (remember

your log on is your email address notyour membership number) and go toLearning Zone CPD Diary.

Now the tips:

1. Include a dated list of yourprofessional development activitieswithin the audit period – the lasttwo years of registration. If youhave any gaps of three monthsor more, they will need to beexplained.

2. Don’t just describe your day-to-daywork. Choose a range of differentactivities you have undertakenover the past two years (betweenfour and six in total) and describewhat you learned from each.

3. Provide good evidence for eachof the activities. Reflective logs,case studies, presentations,certificates and feedback fromyour service users would all berelevant.

4. Remember, it is about quality notquantity – choose evidence whichshows how you think you havemet the standards.

5. Ensure confidentiality whenincluding your evidence – makesure that none of your evidenceor your statement includesreferences to named individuals.

6. Make sure that the evidence yousend will back up the statementsmade in your profile. It shouldshow that you have undertakenthe activities you have referredto, and should also show howthey have improved the qualityof your work and benefitedservice users.

7. Be concise, but provide sufficientdetail on how your learningactivities had an impact on yourservice, and be clear about howeach standard has been met.

8. Keep a personal log of yourcontinuing professional development,so that if you move jobs or yourcircumstances change you will stillhave access to it.

9. Don’t forget that the summary ofyour practice history should helpto show the assessors how yourdevelopment activities are linkedto your work.

10. The council’s approach to assessingprofessional development focuseson the outcome of your activities– how they have benefited youand your service users, not howmany hours or points you have.It’s up to you to think about whatyou need to do to keep up todate in your area of practice. �

Have a stress freeCPD audit

News//membership


PRESIDENT, BSHAA>[email protected]>07968570956

// PETERSYDSERFF

ABSHAA member recently told mein some detail (whilst respectingclient confidentiality) of a fellow

healthcare professional who told theirclient that not only was there no need towaste their money on the aids orderedwhen the NHS give out the same hearingaids for free.

‘What’s new?’ I hear you ask. The reallyworrying detail is that this healthcareprofessional in question is an ENTconsultant with a clear level of influenceover that client and, worryingly, a greatdeal of influence over colleagues.

Unfortunately it is unlikely that anyone,including the client, would feel that they canchallenge the knowledge and experiencedisplayed by a consultant – they know somuch so how can they be wrong aboutthis? My default position is that no one is abad person, so on this basis clearly thatconsultant genuinely believed their view,otherwise why would they say it.

Clearly a past experience had informedthis opinion and the root cause will be oneof the issues that we have failed toaddress across the audiology professions:trust. The tragedy is that the lack of trustthat we sometimes see, or hear about, isonly ever born out of ignorance of the facts.Add to that the fantastic human trait offilling in the gaps for ourselves and it’s easy tosee why we end up with entrenched views.

Last year at a BAA education event Iobserved a conversation where anexperienced audiologist spoke with greatpride about how their department fittedthe latest top of the range hearing aidsand that person absolutely believed that.Now the specification of NHS hearingaids has never been higher, but always astep or two behind the latest releasesfrom the more popular manufacturers.Somebody somewhere had told themthis, and no doubt this information is alsoshared with the hard of hearing public inthat area. People who may never nowseek the advice of hearing aid audiologists.Furthermore, that same audiologistappeared to be prepared to ignore thelack of choice (other than take it or leaveit) in product style and a freedom ofinformation request later revealed thatthis same department routinely fits onehearing aid as a default position. Ethicaladvice, it would appear, is only availablewhere there is the money to pay for it.

The obvious question is what can be doneabout it. NHS audiologists know that theirpatients can buy another hearing systemfrom a hearing aid dispenser if they arenot satisfied with the results achievedwith their NHS one. But they stop short,in many cases, of recommending spendingmoney with you because of either a lackof trust, lack of confidence in who torefer to or simply too little knowledge ofwho to refer to in their area.

President’s Page

Morehope for effecting changeinhearing care delivery?


I recently met with Jagjit Sethi, currentPresident at BAA and we quickly agreedthat there is too much mudslinging onboth sides and that only leads to reducedprofessionalism. I’ve already reflected onsome of the reasons for this and now throwinto the mix the view that NHS audiologyprofessionals only ever hear bad news aboutdispensers and hearing aid audiologists onlyever see people who are unhappy withthe product or service provided by theNHS – you can then see how the dividebetween those who do it “for free” andthose who charge continues to exist.

Clearly there is much to be done acrossthe professions and we can all make astart by respecting our colleagues acrossthat divide. NHS audiologists are wellqualified and will always have my respectfor continuing to deliver NHS care in reallydifficult circumstances. It is not their faultwhen commissioners tighten the belt in sucha way that their ethics are compromised.Can you imagine what it must feel like tosit with someone who needs more orbetter from you and all you can do is tellthem you can do no more?

Imagine the frustration of no formal referralroute from that department to a hearingaid dispenser because the organisation hasmade no effort to establish this, andprobably because of a lack of trust orshame that the only option available topatients beyond NHS care is to buy. Sowhen talking to clients about their

experiences with NHS audiology or NHShearing aids as an option, we must do sopositively and allow people to makeinformed choices about how they want tobe cared for.

The second part to this story relates to aletter that arrived at the day job where aGP had taken time out of a busy day towrite on the basis of his alarm that ahearing aid audiologist had referred apatient to him for excessive wax. Names,dates and places are clearly withheld toprotect the innocent, but amongst myfavourite lines in the letter were:

• ‘…I am sure you are aware the healthservice, in particular Primary Care, isunder extreme pressure…’

• ‘we would ask you to amend your policyand when there is simple wax obstructingthe ear canal advise the patientsaccordingly that with the use of over thecounter drops and should the problempersist consult the practise nurse withinour surgery.’

• ‘…it is necessary in these times to bevery efficient with the use of clinical time.’

When this letter arrived it was the subjectof much discussion but ultimately wereminded ourselves that HCPC registrantsare obliged to refer to the client’s generalpractitioner when a referable condition isdiscovered or revealed. Registrants alsohave the autonomy to exercise professional

judgement as to whether the condition inquestion has been dealt with or stillrequires further consultation. WhatHCPC registrants cannot do however isrecommend a course of action thatdeviates from guidance purely to suit theneeds of the GP.

This is just one example of where yourSociety will argue what is best for clients.We will continue to make the case fordirect referral in all areas of audiology andnot just for those people who choose topay for hearing aids. I have more hope foreffecting change in hearing care deliverythan ever before, because sooner, ratherthan later, common sense will prevail.

We are registered healthcare professionalsand can be trusted to do the right thingfor people who in the main have nothingmore complicated going on with theirhearing than presbyacusis. Robust referralcriteria exist for registrants as laid downby the professional society named by theHCPC and that Society is BSHAA. If GPsdon’t want to be involved in ‘simple’procedures I would be more than happyfor them to step out of the process forthe 90% of the hearing impaired populationthat will not need to access specialist careother than that of a capable hearing aidaudiologist. �

Ethical advice, it would appear,is only available where thereis the money to pay for it.

”“


The CEO says...

Proudly proclaimyourBSHAAmembershipitmight save trouble in the future

CEO,BSHAA

>[email protected]

// DAVIDWELBOURN

Oneof the overwhelmingimpressions I have of the hearingcare sector, just over one year

after becoming Chief Executive of BSHAA,is that the amount of fragmentation defiesall rational explanation. Almost every timeI am invited to speak about our work, thisfeeling has to feature somewhere in mymessage. It is unhelpful, wasteful anddownright confusing. Although I talkoptimistically about the progress we aremaking in our relationships with otherparts of the sector, I am still tripping overpreviously undiscovered factions, orstumbling over examples where we haveregressed over what ought to be minormatters, but clearly rub against previouswounds. Peter’s thoughts this monthconfront the need for us to continuebuilding trust.

Perhaps the most egregious aspect of thisunhelpful fragmentation is the confusion itcauses amongst the very people we aretrying to serve. Society already erects toomany barriers making it hard for peopleto face up to their difficulty with hearing.We could well do without the additionalconfusion generated within the sectorthrough the combination of our choice ofjargon, disparity of language, mixedmessages, and our divided profession.

A query received recently illustrates justhow easily confusion can arise and leadrapidly to suspicion that can develop intowholly unfounded thoughts of improprietyand misrepresentation. At the heart of thequery was a challenge of why one of ourmembers was advertising themselves as anindependent hearing aid dispenser, when,on further investigation, they appeared tobe tied to a single manufacturer. This wouldprobably have gone unremarked, but forthe sequence of events that unfolded.

This client clearly had some dissatisfactionwith the dispenser, and/or the instrumentthey had been sold. Whatever the causeor form of this dissatisfaction, it causedthe individual to take two distinct coursesof action.

On the one hand, they contacted BSHAAto challenge whether using the initials HADwas a form of misrepresentation – after all,to the uninformed, these letters whichappear only to describe the job, are beingused as if they are a professional qualification.To compound this infraction, the individualwas also describing themselves as anAudiologist, which he also took as furthermisrepresentation: according to hisunderstanding “this is a professionalmedical qualification but I am not sure ifit had proscribed (sic) title as is the casewith Doctors”.


On the other hand, after writing directlyto the manufacturer, they were surprisedwhen the manufacturer declined torespond, other than through the so-calledindependent audiologist. The client wasthen left with the distinct impression thatthey were clearly not independent at all butacting as an Agent for the manufacturer. Yetmore misrepresentation. After investigatingfurther, the client ascertained that thisdispenser only provided instruments fromthis one manufacturer.

Suffice to say that this catalogue of confusionwas straightforward to clarify when,fortuitously, I was given the opportunity.I say fortuitously, because the dispenserhad promoted themselves as a memberof BSHAA, and the client acted on hisrespect for the independence andintegrity that he associated with aprofessional body. I was able to point outstraightaway that Audiologist is a verygeneric title, and it is the designation“HAD” that is the protected title.Furthermore, it is illegal in the UK foranyone to sell hearing aids unless they arequalified and registered as an HAD withHCPC. Use of the designation HAD istherefore perfectly legitimate andappropriate to signify the professionalstanding of the individual.

It was somewhat more difficult to addressthe claim of Independence, as there areso many possible interpretations of itsmeaning. In the highly regulated financialservices sector, to call themselvesindependent, a financial advisor mustdemonstrate that they are acting solely onbehalf of their client, by avoiding anyspecial relationship with any provider andacting without any form of commission orreward for introductions made. In thiscontext, “independence” covers all possibleinterpretations. In other commercialcircles, the term independent is oftenreserved for proprietor-owned businesses,rather than larger chains. The term couldequally be reserved for companies thatare not financed through public shareownership, and I am sure you could find

yet more possible interpretations. In UKhealthcare, the term independent hasoften become synonymous with practice inthe private sector, as distinct from the NHS.That too can be particularly confusingwhen NHS care is delivered throughprivate organisations, as it is in most areasof General Practice, or indeed closer tohome for hearing care, through the AnyQualified Provider (AQP) route.

Even within BSHAA membership, as ourPresident outlined in his welcome toCongress this year, we are divided on ourunderstanding of Independence, wheresometimes we mean anyone practicing inprivate hearing care, and at others wemean the smaller self-owned practices.

The final element of this confusion thoughis the relationship between manufacturer,audiologist and client (further complicatedby our sensitivity about the terms client,customer, service user and patient). Iassume that in these circumstances,manufacturers will treat the audiologist/client relationship as essentially a clinicalrelationship with all the professionalprivilege and confidentiality needed in thisvery intimate context, and therefore bevery wary of bypassing the dispenser.Given the complexity of technology andfeatures in modern instruments, theaudiologist will only be able to offer themost professional practice if they establisha close working knowledge and relationshipwith a selected few chosen suppliers, sothat they can never hope to representevery manufacturer. Of course, this closerelationship must never become too cosy,so that it compromises their professionalclinical integrity as they work with theirclient to discern the most suitableintervention to meet their clinical need. Itis part of the regulator’s role throughtheir oversight of standards to ensure thatthe clinical need drives the consultation,and it is part of BSHAA’s role as theprofessional body to ensure that ourmembers demonstrate the best practicein customer excellence alongside theseclinical standards.

I hope that this one example illustratesjust how easy it is for confusion to ariseand potentially grow into conflict ormistrust. I have no idea what circumstancesled to this situation, or indeed how severethe consequences could have become,but it does encourage all of us to giveserious consideration to the actions wecan take to reduce the risks of confusionor misunderstanding. Do you reallyunderstand when ordinary everydaylanguage has been turned into a form ofprofessional jargon or short-hand? Do youalways provide a simple explanation of theterms you use, even if that is only in aglossary, a footnote or FAQ? Have you askeda lay-person to say how they interpretsome of your key promotion materials?

I have a simple guide to managing risk thathas worked in many different circumstances.It has three steps to it: eliminate what youcan; reduce the probability where you canand reduce the impact where you can’t. Inthis context, the first step is to eliminateobvious confusion at its source. If you arein the slightest confused or unclear abouta message, make sure you become clearbefore you proceed. Second, even whenyou and your message are clear to you,check whether it remains clear whenviewed from a different context. Makesure you address any possible ambiguityby providing additional guidance andexplain the context for your message.Thirdly, when you can neither eliminatefully, nor reduce the possibility, you shouldreduce the impact of those residual risksby making it easy for people to get morehelp and ask for clarification.

The simplest and easiest message fromthis illustration though, is that this wholeincident has hopefully been diffusedbecause the member was proud todeclare BSHAA membership, and theclient recognised the value of seekingadvice from the professional body. �


BSHAA has witnessed a consciousshift it its professional developmentstrategy in recent months, writes

the Society’s Development DeliveryCommittee. Our focus has been ondelivering practical content that hasrelevance to real world clinics andactively encourages and values delegatesto contribute to the professionaldevelopment agenda on the day viainteractive sessions. It was heartening tohear from a member who has beenattending our events for the last thirtyyears that being at an event had nowshifted its meaning from clocking a numberin a CPD profile to being an inclusive partin the overall learning process. We hopemore and more of you feel the same, andhelp us to improve where you think youwould like us to get better.

The committee wants to set a knowledgedelivery system where you drive theagenda. We are working hard to ensurethat we provide you information in afashion that keeps you and your practicedevelopment at the heart of the event. Itis apparent that we can only be successfulin this goal if you also support andcontribute. So, we expect you to comeready to ask questions and be proactive.This also forms the basis of reflectivepractice that is recommended by Healthand Care Professions Council as part of

continuous professional development.Incidentally, this was discussed in aworkshop at Congress and we willcontinue to have further discussionsaround it in times to come.

The next event is on Saturday, 10thSeptember at the Marriott CourtyardHotel at Gatwick Airport. It will beorganised by Jay Jindal (BSHAA’s ProfessionalDevelopment Consultant) together withPresident, Peter Sydserff and DevelopmentDelivery Committee member RoryKewney. The day will be given thebroad title of Horizon Scanning.

Why is the event called Horizon Scanning?We looked at feedback from previousevents and spent several sessions ofonline and offline discussions to shape theagenda – we will be exploring the commonthemes around the status of the professionhelping you reflect on developments thatare likely to shape our future.

Did you know that IBM has made acomputer that has been proved to providebetter, quicker and, possibly, more costeffective legal advice than lawyers withyears of experience? Why then, would anaverage member of the public need touse a lawyer for simple legal advice?Technology is threatening to affect ourprofession in a way that we have not yethad a chance to imagine. The President

will open the day by inviting you toconsider a world where the hearing aidaudiologist is merely facilitating betterhearing, rather than managing it orproviding it. The key words to watch outfor in the coming years are – ‘betterhearing’. Peter will also give a Members’update on the current affairs of the Society.

The first keynote speaker for the event willbe Dr Nehzat Koohi, who has a Ph.D. onmeasuring auditory processing in adultpatients – particularly the ones recuperatingfrom a stroke. Dr Koohi has variousinternational publications to her creditand speaks passionately about theimportance of thinking about auditoryprocessing deficit when considered therehabilitation of people with hearing loss.

This shifts the focus from the ear, whichis primarily present to carry speechinformation to the main listening agent inthe body, namely the ‘brain’. Auditoryprocessing refers to what we do withwhat we hear. It concerns the ‘listening’in a more global context rather thanmerely ‘hearing’. It will help you explorewhat you need to be thinking about inclients who do not show improvement intheir ‘listening ability’ despite the fact thatyou have provided them with the bestsolution possible.

BSHAA CPD=practical + relevain the real world

// September Development Day


ant

The session will be complimented by afurther keynote lecture on the effects ofthe ageing process on hearing andcognition by BSHAA member, CurtisAlcock. Curtis is an internationallyrespected keynote speaker and founderof Audira, an online think tank for hearingcare. He has a particular interest in thetwo-way relationship that hearing haswith the brain, including their sharedinvolvement in memory, attention andperception. As we know, age does notonly affect our ears but also every othersystem in the body including importantauditory pathways that connect the ears tothe brain. Curtis will explain the impact ofage on the whole of the human auditorysystem and how the effects of ageing oncognitive abilities interact with listeningabilities, resulting in the challenges typicallyexperienced by many of our clients. Hissession will also involve a significantinteractive element to maximise individuallearning for the delegates, with a focus onthe role of BSHAA members in “healthyageing”.

A practical workshop will work aroundsome of the theory discussed in earliersessions.

You can find more details on the leafletincluded with this edition of BSHAA Peopleor go to our new website,www.bshaa.com. �

I cordially invite you to register for this event as soon as possible. Because ofthe venue limitations, we will only have a rather small number of places andearly registration is recommended as this event is likely to be very popular.You can only book via our new website, www.bshaa.com.

Peter Sydserff, BSHAA President

“Saturday 10th September: Full Programme

09.30-10.00 Registration and welcome

SESSION I

10.00 – 10.45 President’s update and Challenges of 21st century hearing healthcareservice – Peter Sydserff

This talk will provide an overview of how the hearing healthcare services acrossthe spectrum will be affected by the advent in technology. With some of thebiggest companies in the world trying to claim the hearing healthcare space intheir own unique way, the implications and challenges for professionals will beoverviewed.

SESSION II

10.45 – 11.15 Pre-fitting decision making on amplification targets and digital features– Dr Jay Jindal, Au.D.

This talk will uncover the science behind popular prescriptive targets and how itis aided by different features of technology in DSP aids in providing optimumamplification.

11.00 – 11.45 Acoustic modification of hearing aid coupler to influence amplification –Rory Kewney

This talk will discuss open ear acoustics, venting and physical frequencyresponse modification as the sound is carried into the ear by hearing aidapparatus. The implications on occlusion effect and directional microphonewill be discussed too.

11.45 – 12.30 Verification format – TBC

This talk will provide an overview of in-situ and/or coupler based verificationtechniques for open fitting hearing aids, digital signal processing features,occlusion effect and noise reduction etc.

12.30 – 13.30 Lunch

13.30 – 14.15 An overview of central auditory processing disorders in the adultpopulation – Dr Nehzat Koohi Ph.D.

This talk will discuss communication issues in adults, which are not directlyrelated to their peripheral hearing ability.

14.15 – 15.30 Effects of ageing on hearing and cognitive abilities – Curtis Alcock

This talk will discuss peripheral and central presbyacusis; their relationship withthe declining cognitive function in advanced age; and how to address this inhearing rehabilitation. The main talk will be followed by a short interactivesession on how to implement this information in your own audiology practice.

15.30 – 15.50 Coffee

SESSION III

15.50 – 16.50 Workshop COSI/QuickSIN/ANL – Rory Kewney, Jay Jindal

This workshop will cover the practical aspects and advice on implementing theabove clinical measures. There will be group activities where participants willpractice applying these measures.

16.50 – 17.15 Group reflections and close – Professor David Welbourn

”


The consequences facing hearing aid dispensers who fail toembrace the changing world was a recurring theme duringCongress 2016 held at the East Midlands Conference

Centre on May 13th and 14th.

The first warning came in the President’s opening address and wasrepeated several times during Congress: that the world of hearingcare was changing and if HAD’s didn’t change with it, others morewilling to do so might step up and deliver that care instead.

Although disappointing that only 160 delegates attended thetwo-day event, what the audience lacked in numbers they madeup for by their enthusiasm. All the lectures were well supportedand the record number of exhibitors (four stands could not fit intothe exhibition hall) reported quality time and “some goodbusiness done”.

The event really got underway on Thursday evening when thePresident, Peter Sydserff, hosted a drinks reception for delegates– modest enough not to prevent them being ready for Peter’sofficial opening of the exhibition the following morning!

Later in the lecture theatre the President spoke of his dreamworld where anyone needing hearing care could get it where theyfound it most convenient, funded in part or in whole by the NHSdepending on their circumstances; a world where HADs andaudiologists could move between commercial and clinicalworkspaces according to their own preferences or skills and aworld where everyone cooperated to benefit the people.

He reported an expanding market for hearing care with more and

more people seeking help with their hearing – a 35% net growthin the last five years – in a market that offered better value formoney and added value because of increased competition.

Time BombBut he warned that the profession was not recruiting enough peopleto deal with what he described as the “time bomb” of demandthat would come with the growing number of adults whose hearingwas deteriorating simply because of their age.

On business models the President invited delegates to reflect onwhat a new entrant to audiology might think about current modelsin the US and the UK, where HAD’s bundled their costs.

In the USA there was a proposal to deregulate the sale of hearingaids “to allow healthy competition and improved accessibility todriving innovation”, perhaps manufacturers going straight tomarket and bypassing clinicians. “Now, not everything that happensover there transpires here,” he said adding: “I simply make theobservation that if we can’t work together to deliver more andbetter then we may have further market changes imposed upon us.

“One thing is for sure, standing still is not an option. Please don’ttake that freedom of choice for granted, it’s fragile and your Societyis prepared to fight for it.”

The Congress facilitator then introduced Nottingham South MPLilian Greenwood who is a member of the All Party ParliamentaryGroup on Deafness who gave an overview of how hearing loss andhearing care provision was viewed in Westminster and later

// Congress 2016

Beware of the future warningatCongress 2016

L-R Congress Facilitator Rachel Sloane, Lilian Greenwood MP Nottingham South, Curtis Alcock

Professor David Welbourn, the Chief Executive of BSHAA, whospoke of the Society’s new mission to help members deliver thehighest level of care and to be the advocate for them and thefuture of the profession.

He reminded delegates that the difference between a professionaland other workers was that when a professional reached the limitsof their training they were required to exercise their judgementbased on experience, knowledge and peer opinion: everyone muststop! He illustrated the point by suggesting that whilst skills weretaught, knowledge was acquired and experience was earned.

Twenty million dementia sufferersAudiology sessions on the Friday morning were delivered byDr Piers Dawes, of the Manchester Centre for Audiology andDeafness who outlined the issues of hearing loss and dementiaexplaining that by 2040 there would twenty million people indeveloped countries with dementia which would have a profoundimpact on the individual and the family and a huge cost to society.The cost to society in 2015 had been estimated at $818 billion…more than the national GDP of Turkey and Saudi Arabia.

The audiologist role was to treat hearing impairment which couldprevent or delay dementia and improve the quality of life.

In the next session Dr Laurence McKenna from the Royal NationalThroat, Nose and Ear Hospital, outlined the significance ofdiscovering why some people are distressed by tinnitus and othersare not. He explained a cognitive model of tinnitus reviewing theresearch supporting the central role of cognition and the treatmentimplications.

The headline theme returned after lunch on Friday when futurologistDr Peter Cochrane – the man who persuaded BT to invest in fibreoptics – asked the audience “What of the future?” suggesting thatit might well be the deaf leading the deaf!

His talk was illustrated with a series of videos which demonstratedthat future technology was already possible, it just needed societyto be able to deal with it. And he warned the HAD’s present thattechnology was such that in ten years he would be able to doeverything they did in the hearing care field but would be able todo it at home. What would they do then, he asked, pointing outthat the world’s biggest taxi firm was now Uber – and they didn’town a single taxi.

His theme was picked up by Geoff Cooling one of the four breakoutspeakers who urged his audience to think of themselves as theproviders of holistic hearing care, not hearing aid salesmen. Theyshould not think of each patient as a potential sale, but as a personwith a hearing issue whom the audiologist could help using theirprofessional skills and a range of solutions, not all of them hearingaids.

Other breakout sessions were provided by Curtis Alcock whoexplained that patient denial was not denial at all, but a refusal by aclient to accept the same reality as the audiologist. His hypothesiswas that changing the reality for the patient meant that denialwould disappear.

One thing is for sure,standing still is not an option. Pleasedon’t take that freedom of choice forgranted, it’s fragile and your Societyis prepared to fight for it

“”

Peter Cochrane


Twitter successJay Jindal ran a successful and popularsession on CPD planning, recordingand presentation and in the nextconference room media consultantJamie Summerfield engaged his audiencewith ten top tips for using social mediaas part of a marketing strategy. Jamiealso looked after the Society’s owntwitter, facebook and Linkedin channelsduring Congress and afterwardsreported that the hash tag BSHAA2016reached 111,232 twitter accountsduring the event.

The breakout groups were repeatedon Saturday morning.

The final speaker on the first day ofCongress was Dr Anna van der Gaag,known to most members when shewas Chair of the Health and CareProfessions Council but who is nowvisiting professor of Ethics andRegulation at the University of Surrey.She drew on research and practicalexamples to explain the nature of riskin professional practice and how HADscould minimise that risk.

After an enjoyable gala dinner at theCrowne Plaza Hotel, on Friday night,delegates were back in the exhibitionand later the lecture theatre on Fridaymorning when the first speakers setout the perspectives of the patient.Paul Breckell, CEO of Action on HearingLoss was joined on stage by LorraineGailey, CEO of the user charity,Hearing Link.

Next came the first of two sessionsfrom keynote speaker Dr Jason Galster.Jason is the Senior Manager of AudiologyResearch at Starkey in the USA and dealtfirst with the consideration dispensersmust give to recommendations onmusic listening using hearing aids.Later, after lunch, Jason dealt withcognitive assessments and asked ifthese belonged in the audiology clinic.

You can see some recommendedreading from Jason in an article onpage 32 of this magazine.

The first session after lunch was byDarius Rejali, an ENT ConsultantSurgeon at University Hospital Coventrywho gave a fascinating talk on ear waxmanagement. In particular he demon-strated an attachment for an iPhonewhich allowed endoscopic ear waxremoval and the ability to photographconditions of the ear canal.

Congress ended on a high note with apresentation by business author SteveMartin, a behavioural change specialist.He explained to his audience how thereaction they would get from a client –in fact anyone they had dealings with– could be changed by how theypresented themselves to that person.

He outlined the six steps that led towhat he called principled ethicalinfluence. These required the influencerto be the first to give (be it information,service or concessions) and to emphasisegenuine scarcity, unique features andattributes, exclusive information andwhat could be lost.

Steve said they had to establish theirauthority through professionalism,knowledge, credentials and by beingthe first to admit weaknesses but tostart small and build towards allowingthe client to make voluntary choices.Finding personal similarities with theclient was also helpful in building therelationship and finally a dispenser hadto obtain concensus by demonstratingpast successes through testimonialsand the responses of others. �

Where speakers have given theirconsent, their presentations willappear on www.bshaa.com in duecourse.

// Congress 2016


Anna van der Gaag

Paul Breckell

Lorraine Gailey

Darius Rejali

Steve Martin


The annual Congress marked the conclusion of theSociety’s two prestigious awards: the BSHAA Peoplewriting competition and the Student Poster Competition.

Over twenty entries were received for the poster competitionin which students had to produce a poster illustrating a particularaspect of audiology or hearing care. Of these, eight werefinally chosen to be displayed at Congress and their authorsinvited to attend on one of the two days.

The winner was Kathryn Woodside, whose poster, calledHearing Aid Dispenser, Help of Hindrance? looks at how thepublic view the title Hearing Aid Dispenser and the titleAudiologist – a topic raised by both the President and ChiefExecutive in their articles in this magazine. You can seeKathryn’s poster in the middle pages of this magazine.

Kathryn won a full Congress delegate ticket, a cheque for £100and a BSHAA certificate which was presented to her at thedinner by the President Peter Sydserff.

The winner of the BSHAA PeopleWriting Competition was alsoannounced at the dinner – writer Mark Williams took the first

place for his article: A brief survey of Recreational Noise Levels inLondon, a project he completed for Noise Action Week.

Mark wasn’t able to be at Congress but was presented with hisprize by BSHAA People Editor, Trevor Andrews at the Maymeeting of the Council which was held in London.

He received a cheque for £250 and year’s free membershipof the Society, together with a certificate.

Both the writing competition and the student postercompetition are already running again with the winnersannounced at Congress 2017 in Essex. �

Awards

Top: Mark Williams and Trevor Andrews

Left: Kathryn Woodside and Peter Sydserff


The Exhibition Hall// Congress 2016

For two days, delegates could visit 33stands, many showcasing new hearinginstruments, new audiometric

equipment, and ear moulds. Universitiesoutlined their programmes and professionalbodies offered their thoughts on thevarious events of the day.

Delegates were invited to use the CongressVisa to work their way around the boothslearning about all the innovations. Thecompleted Visa then enabled an entry tothe grand prize draw. (You can see theprize winners list on page 31).

Many delegates feed-back every year thatthe exhibition hall is a great place to meet,network with company representativesand peers and at the same time see thelatest technology.

ReSoundReSound used the backdrop of their newexhibition stand to showcase their latestwireless accessories, the Multi Mic andMicro Mic. Containing ReSound’s fourthgeneration 2.4GHz wireless technology,the two microphones set a new bench-mark in the industry and demonstratehow far wireless technology has evolvedsince ReSound first launched their 2.4GHzwireless protocol in 2010.

The Multi Mic is a small, versatile andportable microphone that connectswireless to ReSound hearing instrumentsand streams sound directly from 25 metres.With it your clients can attain even higherlevels of satisfaction. It can be used in thefollowing ways and more:

• Clip it onto clothing for one to oneconversations

• Place it on a table for a group discussions• Connect it to a loop or FM system inpublic places

• Plug it into virtually any device includingmost phones to turn ReSound hearinginstruments into wireless headphones.

In the words of one long term hearing aidwearer “Much smaller than anticipated,really lovely build quality. It is also superblypowerful… I am normally not a fan ofadditional devices and so forth, but this issmall and effective enough that I havestarted carrying it around with me”.

Also on showwas the new ReSound ENZO2.Also containing the fourth generation ofReSound’s proprietary 2.4 GHz technology,ReSound ENZO2 is the only Smart Hearingaid for Super Power users that offers anexceptional hearing experience with greateraudibility, better speech understanding,and improved spatial awareness, enablingpeople to live their life closer to normalthan ever before.

InteracousticsThe Interacoustics stand continued itstheme of supporting the independentdispenser with flexible, portable audiometryand tympanometry options. Callisto offersa fully diagnostic audiometry and fittingsystem with industry-leading portability,allowing diagnostics and speech testing tobe performed ‘out of the case’ withoutthe need for lengthy set-up. Powered byUSB direct from a laptop, Callisto supportsthe dispenser focusing on the patient/clientrather than the equipment, maximisingpatient engagement to smooth thedispensing process. Callisto can beconfigured as a simple audiometer withbuilt-in QuickSIN speech testing that cansubsequently be upgraded with speechmapping, REM and HIT functionality asrequired.

Alongside Callisto, Interacoustics waspromoting its best-selling handheldtympanometer – the Titan. As with Callisto,Titan can be configured as a screening modelright up to full clinical functionality withoutreplacing the hardware. Offering a fullbattery of tests, including high-frequencytesting, reflexes and OAEs, Titan hasproved to be a useful addition to manydispensing practices looking to offer increasedadded value to their patients / clientsbeyond standard audiometry.

Ben Colman, Sales Director for Interacousticstold BSHAA People “the BSHAA exhibitionthis year was well organised and offered agood forum to hold constructive discussionswith potential customers and allow practicaldemonstrations of the Interacoustics equipment.”

SivantosSivantos new hearing aid brand Signia andthe associated extensive new productportfolio, primax, were presented.

Sivantos launched their new hearing aidbrand, Signia, earlier in 2016 but BSHAACongress in Nottingham was their firstconference opportunity to showcase thenew brand and the vibrant “Colors ofSound” campaign and associated imagery.

Many delegates took the time to have aprimax demonstration on the stand learningabout the primax wonderful sound andease of listening, and the high definitionmusic programmes. All were entered intoa raffle to win a Sonos Play i speaker, thewinner was Gary Parker (Gary ParkerHearing Care Ltd) pictured below afterreceiving the speaker from his AccountManager at his practice.

BSHAA delegates again enjoyed a great location to meet and toupdate on the latest technological advances. Here are some ofthe BSHAA exhibition highlights.


Mark Laben from Sivantos said “Wehad a very successful Congress again thisyear with both a new brand and the newprimax platform to present. We also hadsome very positive comments fromdelegates on both our stand and the newprimax product features”. For moreinformation on the new brand andplatform visit: www.signia-pro.co.uk

WidexWidex had an enjoyable and busyconference with delegates keen to seewhat they had to offer. On display wasa mountain bike challenge which wasin-keeping with the Widex Uniquetheme of ‘Great Adventures StartHere’. Delegates were challenged todress up in Mountain bike accessories inthe shortest time possible. The fastestcontender was Joy Young from Joy ofHearing Ltd in Northern Ireland, whocompleted the challenge in just 21seconds! Congratulations to Joy whohas won an Apple Sports Watch.

Widex chose Congress to officiallylaunch the new UNIQUE FASHIONMINI BTE with new THIN TUBEEASYWEAR and the COM-DEX APPon the APPLE WATCH!

The Unique Fashion mini is a discreetsmall BTE, it comes in four performancelevels and 312 battery size. It iscompatible with all Dex accessoriesand also includes a new configurablepush button.

The Com-DEX App is now availablevia the Apple watch, enabling users todiscreetly control their hearing aidsvia the Apple Watch on their wrist!Features include volume and programadjustment, sound directionality,streaming capabilities and viewing ofthe com-dex battery status.

Widex was really excited to utilise BSHAAas a platform to launch its latest productsto the market and were pleased withthe response and interest.

Other highlights came from Oticonwho teased delegates about a soon tobe launched product, Starkey showedtheir new Muse products. Unitronshowed their Stride products, Pleasesee Company News on page nine formore on these.

PC Werth re-launched themselves asIntricon and also introduced delegatesto a new ITE called Kite while Phonakhighlighted their power products.

There were no less than four patientmanagement software systems onshow from IPRO, Sycle and Auditdataand Healthy Practice.

Several companies, including Puretone,and Intricon, brought the latestimportant accessories to Congress.

As ever, this Congress helped us takeideas from the auditorium into theexhibition hall, and then back to ourpractice.

With our focus as always on our

patient and how we can help

them, this year’s exhibition gave

us more solutions than ever that

we can use each and every day

to improve our clients hearing.


// Congress 2016

There were lots ofprizes to be won atCongress from bottles ofsparkly and chocolatesfor the fancy competitionat the Gala Dinner, to ahost of goodies in theVISA scheme.

The President and Vice-President, SarahVokes, presented the prizes for thefancy dress competition which had beenjudged by Rachel Sloane, Geoff Coolingand Lorraine Gailey.

They chose Clare Kewney as the solowinner for her interpretation of DollyParton – but they also commendedBSHAA Secretary, David Foley whoattended the dinner as Elton John.

Jeffrey Campbell and Liz Duffy won theprize for the best couple – they broughtthe force with them to be Darth Vaderand Princess Leia, from Star Wars.

The prize for the best team went to theWidex Cheer Leaders but there werealso honourable mention for the PhonakStar Trekkers and the ReSoundCowboys. �

Lots of prizes Lots of

fun...



The analysis of the feedback forms showed that the Nottinghamvenue is far more popular than Telford, last year. Even thoughthe West Midlands location had all the facilities on one site – acommon request from delegates – Nottingham scored 87%compared with 78% in 2015. The facilities this year scored 91%compared with Telford’s 82% and catering did better at 79%compared with 75%.

Overall Congress scored 82% with the vast majority of delegatessaying it was the right length, the exhibition time was about right,and the content and relevance this year was an improvement on 2016.

Peter Cochrane was voted the most enjoyed speaker and JasonGalster’s two sessions contributed most to the delegates CPD.

After many years in the Midlands and North, next year’s Congresswill be held in the South of England at the Five Lakes Golf Resortin Essex. This fabulous venue is just 40 minutes from the M25 andoffers the opportunity for delegates who want to extend theirstay using one of the resorts two golf courses or to visit the manyattractions in the surrounding area.

The date for the diary is May 12th and 13th. �

// Congress 2016

Visa Scheme Prize drawThe Visa Scheme Prize draw took place at the end of Congress, on Saturday afternoon, with Trevor Andrewsassisting Rachel Sloane in the process. Winners were:

Jessica Rossato, FitBit Flex (Donated by Sycle); Lindsey Gilespie, Six months Hear Screener Subscription(IOM Hearing Solutions); Joy Young and Tim Cleave, Georg Jensen elephant bottle openers (Auditdata Ltd);Margaret Delaney-Munn, Virgin Experience Voucher (Amplifon Ltd); Vicki Derry, HyperSound system(HyperSound);Mark Legg, Amazon TV Fire Stick ( HARS UK Ltd); Amanda Banham, Bottle of Champagne(Guymark UK Ltd); Paul Davies, Bottle of Champagne (Bernafon); Alan Mantell, £100 Boots gift voucher (BootsHearingcare): Jenny Beaver, ArmorAll Car Care Pack, Russell Hobbs electrical goods and a USB pen (Rayovac);Fiona Bateson, £50 John Lewis Voucher (Healthy Practice); Claire Saywell, Apple iPod (IPRO GmbH); EmmaGoodridge-Hobson, Dreve Impression set (Dreve Otoplastik GmbH); Emma Coveney, MI-Performer Pro,multi-driver In-Ear-Monitors (Minerva Hearing); Helen Atkins, a pair of Unitron 20-channel hearing aids. (HearingAid Network); Robert Evans, Etymotic HF3 Balanced Armature Earphones (IntriCon PC Werth); Joseph Ronan,Sennheiser earphones (Hidden Hearing); Andrew Bird, Domiciliary case with Detax Impression material and DualFormat Gun (Puretone Ltd); Deepak Jagota, £40 M&S voucher (Amplivox Ltd);Martin Scott, Hotel ChocolatChocolates (Starkey Hearing Technologies); Jane Fleming, Apple Watch (Widex UK); Jeffery Campbell, Bottle ofchampagne (Sivantos Ltd); Alison Ellman Brown, Pair of wireless Jabraheadphones (GN ReSound); Liz Tempest, Pair of New Venture hearingaids with meal at Jamie Oliver‘s Restaurant (Phonak UK); Alan Bishop,Apple watch (Oticon Ltd); Russell Spain, AlpineMusicSafe Musicians Earplugs (British Tinnitus Association); Richard Sykes,One year’s free BAA membership (The British Academy of Audiology);Martyn Mulry, a free place at the AIHHP 2016 Hearing Expo and a dinnerticket to the Golden Lobe Awards Evening and a bottle of Champagne(AIHHP); Derek Lawson, Kindle Fire 8" super slim HD 8GB (BSHAA). �

Winners!

“”

What the delegates thought...

VISA

Better than last year was the view of delegates attending Congress 2016at the East Midlands Conference Centre.

Oneof the keynote speakers at BSHAA Congress was oneof the world’s leading audiology research scientists,Jason Galster. Jason is Senior Manager of Audiology

Research at Starkey and presented two papers, one looking at theconsiderations for listening to music through hearing aids, followedby a discussion on whether cognitive assessments belong in theaudiology clinic.

BSHAA People caught up with Jason and asked him what otherresearch topics he had been reading and following and he hasshared with us his top five papers from 2014. If you find the topicscovered in these papers interesting, do go to his blog and let himknow you found him through BSHAA People in your comments.

Jason writes:

Over the last year, we were presented with audiology researchthat spanned topics related to engineering, clinical expectations,and statistical exercises for predictive or retrospective analyses.This selection of articles is representative of that diversity,highlighting articles that present new models for speech quality,describing third-party perception of hearing aid use, and severalthat peel away layers obscuring the complexity of adapting to newhearing aid use.

1. The Hearing Aid Effect in 2013Hearing aid use carries stigma: this is a fact that all people withhearing loss, researchers, and audiologists understand. It’s safe tosay that there is a generalized assumption that the adoption ofbody-worn technology will eventually erode the stigmatizing effectof hearing aid use. During this study, adults were asked to ratetheir perception of a person wearing several styles of ear-leveldevices, including hearing aids, earphones, and a Bluetooth headset.While the observed differences could be considered moderate,there were no perceived differences between a person wearinghearing aids and those not wearing hearing aids. The authorspropose that this observation indicates a more positive perceptionof hearing aid use, as compared to earlier studies.

Rauterkus, E., & Palmer, C. (2014). The Hearing Aid Effect in2013. Journal of the American Academy of Audiology, 25, 893-903.

2. Dynamic relation between workingmemory capacity and speech recognitionin noise during the first 6 months of hearingaid useAttempting to clearly interpret past research in the area ofadaptation to new hearing aids is a complex proposition. Somestudies offer conflicting results, even questioning the nature of theadaptation effect. This is one of several studies in recent years thathave looked at measures of cognition as they relate to new hearingaid use. The authors find that working memory demands (a formof functional short-term memory) changed over 6-months. Theimplications of these observations are increased cognitive demandsat the time of the first hearing aid fitting, as patients work tointerpret newly audible cues.

Ng, E., Classon, E., Birgitta, L., Arlinger, S., Lunner, T., Rudner, M., &Ronnberg, J. (2014). Dynamic relation between working memorycapacity and speech recognition in noise during the first 6 monthsof hearing aid use. Trends in Hearing, 18, 1-10.

3. Factors associated with success withhearing aids in older adultsThis large-scale assessment tracked the outcomes of patientsthrough a battery of 16 measurements, both subjective and objective.A number of valuable clinical factors were identified as linking tohearing aid success. Three of these factors stand out as providingexcellent clinical insight. Firstly, the role of a supportive spouse isextremely important; secondly, the patient must be able to confidentlymanipulate the hearing aids themselves; finally, patients fit with


JasonGalster’s

best reads


hearing aids at prescriptively appropriate gains are more successfulthan those who are fit far below the prescription. Some of theseobservations have been made in previous studies but this one is thefirst to succinctly report them with modern hearing aids.

Hickson, L., Meyer, C., Lovelock, K., Lampert, M., & Khan, A.(2014). Factors associated with success with hearing aids in olderadults. International Journal of Audiology, 53, S18-S27.

4. The Hearing-Aid Speech Quality Index(HASQI) Version 2The optimization and verification of hearing aid signal processingalgorithms is greatly eased by our ability to model (or predict) aperson’s perception of changes in the processed sound. The HASQIis a tool that allows for the prediction of changes in sound qualitythough the comparison of two recordings, one unprocessed samplethat is used as a reference and a second processed sample. Thisrecent revision to the original HASQI works well to overcome somelimitations of the first iteration.

Kates, J., & Arehart, K. (2014) The Hearing-Aid Speech QualityIndex (HASQI) Version 2. Journal of the Audio Engineering Society,62(3), 99-117.

5. A 3-pack on the acclimatization conundrumThis package of three articles is being presented as one (on the list).Individually, each offers a small but meaningful insight into the topicof adapting to new hearing aid use. As all three were published fromthe same lab during 2014, they offer a collective series of insightsthat will impact all future work in this area. In brief, the investigatorssought to document acclimatization effects through several metrics,including a round of focus group interviews. Their objective observationsshowed mild effects of experience with hearing aids, while the focusgroup interviews reinforce expectations that adjusting to hearing aidsis an experience that extends beyond the perception of amplifiedsound alone.

Dawes, P., Maslin, M., & Munro, K. (2014). ‘Getting used to’ hearingaids from the perspective of adult hearing-aid users. InternationalJournal of Audiology, 53, 861-870.

Dawes, P., Munro, K., Kalluri, S., & Edwards, B. (2014). Auditoryacclimatization and hearing aids: Late auditory evoked potentials andspeech recognition following unilateral and bilateral amplification.Journal of the Acoustical Society of America, 135(6), 3560-3569.

Dawes, P., Munro, K., Kalluri, S., & Edwards, B. (2014). Acclimatizationto Hearing Aids. Ear and Hearing, 32(2), 203-212. �

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BSHAACouncilMember

> [email protected]

// IANCROFT

The cry: “Why would I want to invitecomplaints?” was heard frequently bymembers of BSHAA’s Customer ServicesCommittee when the Assured HearingScheme was instigated. The process ofactively signing up to a set of protocols toprovide a range of consumer protectionsfor your clients was warmly welcomedand accepted by many… but not all.

It was felt by some that to even mentionany words that could initiate complaintswas to be avoided, that belated reactionwas preferable to pro-action. Now, sixyears on, results show the benefits oftreating one’s “customers” in a matureway and all members – whether they areemployed by the largest high street chainsor are a solitary self-employed professional– are all automatically part of the schemethat history shows, protects us as much asany complaining client.

Here are details of two cases when acomplaint was received at BSHAA:

In this first one it was not the client, norsomeone – relative/friend/neighbour –“on their behalf”, making an issue… it wasexecutors, because the client had died!

The executors maintained that the aidsnever worked, had to be fiddled withafter fitting and many times afterwards –and they wanted a full refund.

The audiologist concerned was contactedand all of the client records were providedfor BSHAA’s committee to peruse. Theserecords had comments such as “clienthappy”, “hearing much better”. Therewere also detailed notes describingexactly why each service visit was requiredand what was carried out at each of thevisits. The notes were clear and detailed.There was no evidence that the client wasunhappy – the contrary indication wasevidenced – and an extended trial had beenprovided. Plus, a follow-up appointmentwas provided prior to the end of the trialperiod, which would have allowed theclient to advise the dispenser that he wasunhappy, had this been the case.

The case was dismissed by BSHAA. Thesupport you get from BSHAA is clearlyshown in this (identifying details redacted)copy of the letter sent:

Why would I want to


invite

// Customer Care


complaints?We refer to your request for a refund in respect of the supply of a hearing instrument from Company Xon behalf of your late father’s estate.

As per our procedure, we requested your father’s case records, which all audiologists have to maintain,which we have reviewed.

Your father’s aids were fitted on …2014 and he was given a 30 day trial period such that if the aids wereunsuitable, for any reason he could get a refund. There is no legal obligation to offer any trial periodhowever, within the profession some companies offer between 14 days to 30 days trial period to helpclients make their mind up as to the suitability of hearing instruments. It is widely accepted that 30 days ismore than sufficient for a trial period. There is no record of your father asking for a refund. In fact hisnotes state on …2014 that he was “happy that he can hear better”. Follow up appointments are oftenprovided prior to the end of the trial period to make sure that the client is happy with the outcome, anyadjustments can be made and if not, clients are still within the cancellation period and can easily cancel.Had your father not been happy with the aid he could have cancelled at that follow up appointment on…2014. We also note on your father’s records that he had previously cancelled a Y Manufacturer’s aid in…2013, so he and the family were well aware how easy it is to cancel.

If aids are returned during the trial period they cannot be worn or sold to any other person due to hygieneconsiderations. We know of no other product, after being trialled for such a long period, which can thenbe returned for a full refund, even though there is nothing wrong with the product and which cannot evenbe resold. The profession recognises that clients need to trial aids and so manufacturers accept that theymust credit dispensers for any returned aids. This period has to have a cut-off date, which was extendedto …2014, so as not to put pressure on your father. This was done purely as a goodwill gesture and in viewof the long association your father had with Company A.

In answer to your comment that: “a representative visited and fiddled about with the device” –

Often clients require a few follow up appointments to make adjustments to hearing instruments, in orderto get them right. A hearing test on one day will not necessarily have exactly the same results on anotherday and instruments require fine tuning. These adjustments do not indicate that the instrument is notworking or up to standard. The notes for the visit on …2015 indicate that your father was happy with theaids and adjustments were made to improve speech clarity.

We note that it was not until your brother spoke to Company A on …2015 requesting a refund that thereis any indication of dissatisfaction. An appointment was made for …2015, in time for your father to get arefund if the aids were still not suitable. In view of data protection issues Company A were preventedfrom taking any action without authority from the client, in much the same way as a doctor cannot act oninstructions regarding their patients without authority from that patient.

Although not the outcome you would have hoped for we cannot uphold your request for a refund foryour father. We have to review the evidence and there simply is not sufficient evidence to support thecase that your father was unhappy with the aid. It may be that the family were expecting more from thehearing outcome, or that your father complained to the family however your father should havecommunicated this to Company A, in writing or at one of the visits, if this was the case.

Letterw

rittentotheExecutorsofade

ceased

client

In another example (shown right) we were confronted bya situation that most have experienced at some point – a“regretful purchase” where the client asserts that the aidsnever worked properly, performed badly, that there wasno wax problem and that he cleaned the aids.

As before, all case notes were forwarded to BSHAA.

The case notes detailed each time the aids went back tothe manufacturer, who also provided a report on thenumber of times the aids had been returned for serviceand what had been done; the most compelling evidencewas a photograph of the clogged up aids.

Case dismissed.

So, apart from showing two examples of how a system,thought to be inviting trouble, actually assisted the member,we also provided some valuable input in how best toprepare. Hopefully, these examples will show the value ofspending time providing detail of why visits were requiredand exactly what was done at the visit. Record any opinionexpressed about hearing and/or aids and always consultprior to the end of any trial period; modern technologygoes even further to help with “smart” phones making itmuch easier to take photographs and even recordings of aclient’s comments. It is a very common complaint that theclient says they keep them clean; it is also useful to have a“before” picture with all, wherever possible, showing theserial number.

And, finally, it underlines once more the maxim: “If it ain’twritten down, it didn’t happen!” You can read the Society’sGuidance on Record keeping on the website under thePublications Tab – BSHAA Guidance. �


Customer Care

We confirm that we received your full case notes, audiogram and photographs of yourhearing aids and a report from the manufacturer. Our independent Assessor hasreviewed your correspondence and these records.

The main issue is that you maintain that you have never been happy with the aids. Youattribute this to them being unsuitable. Our Assessor has reviewed your audiogram andfor your hearing loss the aids prescribed are suitable.

X Company maintain that the aids’ performance is due to the effect of a build-up of waxthrough them not being maintained properly. We have seen evidence that build-up ofwax is an issue. There is photographic evidence that the aids were completely clogged upwith wax. We received a report from the manufacturers that they had to refurbish theaids in March 2015, they were cleaned and the receivers and domes were replaced withnew ones. The report also stated that “The aids are weak/distorted due to wax andmoisture; Aids full of wax, please report on importance of cleaning to customer”.

You report on the other hand that your GP maintains that you did not have a waxproblem yet we understand that you had ear irrigated, which seems contradictory.

You suggest that the X manufacturer’s aids must be defective as the NHS ones never“clogged up” with wax. This is an inappropriate comparison: with the X manufacturersaids, the receiver is actually IN the ear canal, whereas with the NHS aids the receiver isBEHIND his ear. You will appreciate that if the receiver in IN the ear rather thanBEHIND, it is more likely to be affected by wax. You were fitted with a Receiver inCanal type system to give you the maximum help in speech discrimination.

We do not feel that you are entitled to a refund after having had the aids for over a yearbefore making a formal complaint. I am sure this is not the outcome that you had hopedfor but we have thoroughly reviewed all the evidence and hope that the explanationshave helped you understand why we have reached this decision.

The photographs and manufacturers report evidence is categorical that there was abuild-up of wax and this has a very serious impact on performance. We therefore stressthat you follow the cleaning instructions provided by X Company in their letter dated,30 March 2015, you may well find this inconvenient but your hearing outcome willimprove if you make this part of your daily routine.

X company are very keen to carry on working with you so that you can maximise the useof your aids so we suggest that you make another appointment with them.Letter written to the complainant �

The Society’s Customer Services Committee has been workingwith Essex Trading Standards in a review of the BSHAA templateTerms and Conditions (Ts and Cs) which are available onbshaa.com. Some minor changes have been made to the currentwording and we can now report that Essex Trading Standardsreviewed the documents in April/May 2016 and confirmed theyare compliant with legislation as at 31 May 2016. TSI stated thatthe Ts and Cs could still be challenged in a court, but BSHAA’sview is that use of the template Ts and Cs would probably helpin any defence.

The main change clarifies that the period in which the clientcan reject the goods for sales in the home is 14 days, startingthe day after delivery of the goods, unless they are customisedor have hygiene considerations and the customer, in thesecircumstances, has been made aware that they will not havethis 14-day cancellation period.

A number of dispensers already give a 100% money backguarantee lasting longer than 14 days so this will not affect them.

However, if, for example, a 21-day money back guarantee isoffered but a deduction is made, this deduction is not permittedin the first 14 days after delivery, as this would be less protectionfor the consumer than the legislation provides.

The dispenser would need to amend their Ts and Cs to reflectthat there is a 100% refund in the first 14 days after delivery ofthe goods and if cancellation is from 14 to 21 days, there is adeduction. Clients can receive all of their money back if thegoods are faulty within the first six months, or accept a repair.

There has also been a change to the Liability clause in the eventof consequential loss, to make it clear that there is no attemptto restrict any remedies that are available under statute.

The guidance notes with the Template Ts and Cs explain morefully the implications. Customer services can offer assistanceon the telephone or via e-mail [email protected] 01371 876623. The Ts and Cs are available on thewebsite under the Publications tab > BSHAA Guidance. �

Template TermsandConditions

Wednesday 16th March

Customer Care Scheme meeting. We have

recently seen more complaints received in one

month since the start of thescheme five years

ago. This is a positive step asit means more

complaints are coming the way of the Society

that is best placed to managecomplaints against

members. This was anticipated as part of

ensuring that any hearing care retailer employing

BSHAA members is part of the scheme. The

committee were mindful that this has

implications for resourcing.

Thursday 17th March

A productive Council meeting where we agreed

several important proposals.The Society will

form a membership committee whose brief is to

add value to existing members and lead the

challenge on finding new. Also announced was

David Foley as BSHAA Secretary. Also important

is the newly created FinanceCommittee

charged with observing finances and challenging

any decision that impacts onthe Society’s

financial position.

Tuesday 22nd March

With David Welbourn, met with the Royal British

Legion to understand more of their veteran’s

fund for hearing care. Essentially this is a ring

fenced budget for any armedforces veteran who

is looking for a hearing aid system not available

through their local NHS provision.

A presentation to fourth yearstudents at UCL

was followed by a very late meeting with Ray

Hodgkinson of the BHTA.

Friday 1st April

First meeting of the Membership Committee

chaired by Paul Nand, reaching agreement to

focus on student recruitment, and to seek out

additional tangible benefits toinclude in the

membership package.

Wednesday 6th April

Chief Executive met with Jayto agree priorities

for coming year. Also explored were the

consequences of the Membership Committee

discussion about student recruitment and

relationships with HEIs, andwhere responsibility

should lie between the professional development

role and wider focus on membership.

Wednesday 20th April

Meetings of both Professional Standards

Committee and ProfessionalDevelopment

delivery committees held byconference call.

Agenda items including identifying the “library”

of standards and preparationfor the September

and November developmentevents.

Thursday 21st April

CEO attended a meeting of ACAG – the

oversight group for the IQIPstandards. The aim

was to review and agree thelevel A standards

(those representing the aspirational goals for

highest achievers).

Taking the voice of BSHAAPeter Sydserff, BSHAA Pres

ident


Tuesday 26th April

The President and CEO metwith Jagjit Sethi

(BAA President) to discuss several topics. Easy

to agree that 80% of what we all do is the same

whilst we all tend to get more excited about the

20%. We also observed thatthere was often

much unhelpful mudslinging on both sides and

most of this is ill informed. Leadership teams on

both sides should take the lead and challenge

where we see it. Finally there was agreement on

the importance of the commissioning framework

and the pace at which it needs to be delivered.

Wednesday 4th May

CEO and President at the BHTA Hearing Care

Sector meeting which also included the chair of

Hearing and Deafness Alliance. It mainly served

as a briefing meeting for BHTA on the current

policy priorities across the hearing sector,

though also provided an opportunity to challenge

the continuation of unhelpfulfragmentation in

the sector.

Thursday 12th to Saturday14th May

BSHAA Congress 2016. Highon quality and low

on numbers is the executivesummary. Really

impressed with all elementsof the event and

activity on social media paired with Martin’s

video clips meant that even those who weren’t

there felt they were missingout. Also pleasing to

see that all council memberspresent were

engaging with members andhelping out where

at all possible. The speakersreally impressed and

the agenda was complimented more than once

for its mix.

Wednesday 18th May

BSHAA Customer Care Scheme meeting via

webex.

Thursday 19th May

President and Chief Exec meet with EBS to

discuss various operational issues. �

A everywhere possible!


Cutting the ribbon. The Grand Opening of Congress 2016, Friday May 13th


Book Review

NATIONALSALES&AUDIOLOGYMANAGERAT SIVANTOSLIMITED

>[email protected]

// WENDYDAVIES

New book “indispensable reference”

but UK students beware

Essentials of Audiology is described,on its back cover, as “the reference”for the basics of audiology and as

an “indispensable reference for studentaudiologists.” It is one of several audiologyreference books from Stanley Gelfand,who is a Professor in the Department ofLinguistics and Communication Disordersat Queens College of the City Universityof New York and PhD Program inSpeech-Language-Hearing Sciences andAuD program Graduate Center of theCity University of New York.The layout of the book is a reasonablylogical journey from acoustics throughanatomy and physiology to audiologytesting. At the end of each chapter thereare study questions to test the reader’sunderstanding of the chapter content.The anatomy chapter is engaging to readwith clear illustrations and is very detailed.The chapter on audiometers and testenvironments are when some issues forUK students begin, because this book iswritten with reference to ANSI (AmericanNational Standards Institute) and oncewe get to Pure Tone Audiometry thereare small deviations from the BSARecommended Procedure, Pure-toneair-conduction and bone-conductionthreshold audiometry with and withoutmasking: September 2011. Thesedeviations include the use of non BSAsymbols within the examples used.There are therefore sections of thebook that a UK student should eitherskip or read in conjunction with BSArecommended procedures.The book provides a comprehensiveand engaging chapter about AcousticEmittance. Speech Audiometry iscovered in detail plus some additionaltesting such as ABLB and DLI. Howeverthese are no longer routinely performedin the UK. Chapters about behaviouraltesting and Physiological Methods alsomade good reading.The chapter describing non organichearing loss (NOHL) presents interestingmotivating factors for both adults andchildren who present with NOHL andseveral audiometric test methods forestablishing true thresholds aredescribed, which will be useful readingfor all students.

Where this bookfalls short for meis within itsAudiologicalManagementchapters when itdiscusses hearingaids. This part ofthe book is very outof date as reflected by the photographused to show types of hearing aids (Fig 15.3on page 393) where large BTEs are seenbut no RIC products. Receiver in canalproducts are mentioned in the text as anoteworthy modification of BTE aids.Some of the text around hearing aidshas been updated, referencing papersfrom 2013, but the updates are very fewand are still out of date. For example –the book describes a common hearingaid component called the tone control,a term linked more to analogue aids,but there is no mention of the multi-channel automatic adaptive technologythat we fit today.The audiological management chapter goeson to discuss alternative hearing inputmethods such as FM and loop systemsbut does not mention wireless technologywhich has been extensively available and inuse since 2004. Real ear measurements arebriefly discussed as a verification methodbut the description of prescriptionformulas stop at NAL NL1 and DSL I/Orendering this section quite outdated.Is Essentials of Audiology an indispensablereference for students? Most bookswith chapters about hearing aidtechnology will very quickly be out ofdate due to the speed of innovationfrom manufacturers but for a 4th editionpublished this year the section on hearingaids is rather disappointing.There are certainly some good chapterswith very detailed explanations of acousticsand anatomy and clear explanations ofdiagnostic tests. However, as all thestandards are ANSI this does providepossibility for confusion for UK readerswhichmake this a text book best avoided. �Essentials of Audiology Fourth Edition byStanley A. Gelfand PhD. Published byThieme 2016. ISBN 978-1-60406-861-0.£65.50 from Amazon (as at 21.5.2016)


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Last word

This is probably one of the hardestthings I have ever done. Taking thisdecision to go it alone has meant no

income for months, and on the contraryhaving to survive on life savings in order toprovide for my family with young children.Let’s just say it wasn’t the easiest Christmaslast year.

I have had to get used to setbacks andthings not going to plan. For example, Iwas told by a telephone engineer that hewasn’t able to connect a new line meaninga two-week delay because he didn’t havethe expertise to tackle the challengingbuilding structure. This then threatened toruin our opening.

With little support (compared to beingemployed) setting up on my own hasbrought with it the responsibility ofcompliance, consumer rights, insurance,advertising, pricing, marketing, accounting,tax returns etc.

Some days have gone well just because anold friend called up to offer support andsomething was delivered on time. On theflipside I have even decided to skip lunchto save a few pennies. Ouch!

I have asked myself whether it was worthall the blood, sweat and tears; not tomention sleepless nights.

The answer is yes because beingindependent is my dream. The answer isyes because I couldn’t be happier doing ajob I love and being able to dedicate mylife to helping people with a silentdebilitating disability. I have found mypurpose in life.

When opportunity knocks it is usually hardwork that answers the door. That meansbeing completely outside your comfortzone. History is full of examples being setby people like Walt Disney, MahatmaGandhi, Albert Einstein, Henry Ford andSylvester Stallone.

Will I be successful? I don’t know for surebut I am certainly willing to die trying.What have I got to lose I am going to dieeventually anyway! �

If you have a view you would like to share with other readers of BSHAA Peoplevia Last Word, drop an email to [email protected]

FSHAA

>[email protected]

// DEEPAKJAGOTA

GoingIndependent

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