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Gyl Kasewurm, AuD
St. Joseph, MI
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To access PowerPoint
http://drgyl.com/power-
points-and-downloads/
password:
AllAmericanHearing
http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/http://drgyl.com/power-points-and-downloads/8/11/2019 Ball State 10-14
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$$$
Independence
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o Inbound calls converted to appointments
o % of candidates fit with aids
o Total number of tests with a 3rdparty present
o Binaural rate
o ASP of units sold
o # of units returned
Examples of KPIs
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Reimbursement 92557 Comprehensive audiometry
threshold evaluation and speechrecognition $37.97
92567 Tympanometry $14.69
92568 Acoustic reflex testing $15.76
92585 Auditory evoked potentialcomprehensive $104.60
92588 Distortion product evokedotoacoustic emissions; comprehensivediagnostic evaluation $33.67
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Demonstrate need foramplification
Demonstrate benefits of
better hearing (Includefamily)
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Illustrate handicap
Speech
testing
Discrim wordspresented to the
patient at 45dB HLwith 3rd partylistening
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Demonstrate benefit
Put appropriate aids onpatient
Discrim words presented to
the patient at 45dB HL
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What do we say?
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What types ofproblemsare you
having hearing people?
When do you experience difficulty
understandingothers?
How do you feel when you are left out
of conversations?
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Power of Free
The allure of 2 for 1All transactions have an upside and adownside
When Free is in the equation we tend toignore the Downside
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The Process:
1. Test hearing
2. Demo units on patient for familiar
voice test3. Explain Hearing Loss
4. Explore Lifestyle & Needs
5. Prescribe Solution6. Present the Offer on 1 page
7. Do not talk.
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Example ofscript for
getting thirdparties to cometo appointment
with patient
In order for us to havethe most effective test
results, its important touse a familiar voiceduring our testing
process. It is necessaryto bring a familymember to the
appointment for thispurpose. Who will becoming with you?
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$1970
$2360
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Patient referrals
Returns for credit
Patient Satisfaction
R i t t
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Resistance toImplementation
Changeis uncomfortable
Patient asks, why are the twoprices the same?
Will this negatively impact myclose rate?
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Commoditization is
one of the biggest
threats to everyone
involved in businessin the 21stcentury
- Steve Forbes (2011)
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35/88Mega sTORE
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COSTCO
Started selling hearing aids -1988
Hearing is second most profitable
division Estimated to sell 230,000 aids in
US in 2014
Fastest growing segment (26% in2013)
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Employ over 500 licensedhearing professionals
Hearing professional is a
Costco employeenocommission
80% premium technology
No advertising required
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COSTCO suppliers
Kirkland Signature (Resound)
Rexton (Siemens) Bernafon (Oticon) Phonak
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TodaysMarket
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CostcoIndustryAverage
Difference
Kirkland
Premium
$949 $3000 -$2051
BrandPremium
$1399 $3000 -$1601
High End $1299 $2500 -$1201
Mid-Level N/A $2000 N/A
RETAIL PRICE COMPARISONPRICE PER HEARING AID
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How do we compete?
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Opportunities
Lack of choices
Expertise of providers
Service/not easy to get in
Dont take insurance
No outcome measurements Focus on price and not relationships
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Great ListenerProfessional
Thorough
Solved my problemsWent the extra mille
Knowledgeable
WOW experience
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Pre-post benefit on EVERY patient:
oSubjective test : APHAB or HHIEoObjective test : HINT, QuickSIN
Customer Satisfaction survey 90150days after fitting.
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If patients have onepoor experience,
92% will simply leave.
If you provide patients with an averageexperience,
they are open to being attracted by someoneelse.
If you provide patients with an extraordinary
experience, they will never leave.
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We are Modern andProfessional.
Your comfort isimportant to us.
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Favorites
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Refreshments
Focus on personal preferences
Walk-in service hours
Provide WiFi Have wireless devices hooked up in
office with preprogrammed aids
ipads for check in
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Detail Detail
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Details, Details
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Know patients histories
Minimal wait time
Send specific directions beforeappt
Pick up and delivery service
Offer convenientHours
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Develop strong
connections Schedule regular visits (every 6
months)
Offer extended service plans
Free batteries
Plan patient only events
Focus groups to evaluate newtechnologies
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Loyalty o a
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Loyalty program
5-10% off for 2ndtime buyers of bestproducts
First options for new technology Gift on birthday
Invited to special events
Additional year warranty
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Loyalty stats
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Service service service
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Service, service, service
Regular cleanings
On site repairs
Walk in for minor adjustments Provide loaners
Quick turn around time
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O l 4% f t ill l i
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Only 4% of customers will complain.95% of the rest wont come back
75% of customers that complain willdo business with you again if youresolve their problem.
A dissatisfied customer will tell 10people while a satisfied customer will
tell 2.
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P ti t f l
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Patient referral program
Intentional, well planned program
Hand out 5 cards per day
Incentive for patientsPersonal thank you call
Points or $$$ towards future purchases
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Advertising
$662 per
aid
Costs = 32%of sales
Patient
referrals
$62 per aid
Costs = 2%of sales
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S e ifi of o a
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Specifics of program
Become Member when refer 1 patient peryear
Premium member when refer 3 patients peryear
$50 gift card for a referral and membershipin the club
Mailings to patients every quarter
Go to prohear.net to get specifics andcopies of our mailers
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You can doANYTHINGBUT
you cant do EVERYTHING!
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Hearing aid orientations
30 min/30 min Warranty checks
Cleanings and repairs
Loaner aids
Orders and inquiries
Software upgrades Wireless accessories
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Reputation is everything
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Reputation is everything
A company's reputation is paramountto its success and standing in thecommunity.
Reputation can affect a companysmarket share, and is arguably acompanys most valuable asset.
A companys reputation can make orbreak its ability to attract and retaincustomers.
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Publicize satisfaction results
Compare to benchmarksTestimonials
Put the message where they
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g ywill see it.
Online vs Print vs Television
o Boomers spend 16 hr/wk watchingtelevision
o Boomers spend 19 hr/wk surfing theInternet
o Boomer females are #1 users of Facebook
o 82% of boomers use internet for healthquestions
o 76% use the internet prior to making a
major purchase
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