Successful private practice owners recognize the need to offer more than a device. Providing a patient experience that cannot be replicated by an online, retail, or big-box provider is essential for today’s private practice. Providing an aural rehabilitation program is one way to add value to the patient experience. However, having the resources such as time, space, and energy to implement on your own is unlikely.www.shutterstock.com.We found a collaboration between private practice and a university program to be the answer. Combining an academic and research background with a patient-centered, service-oriented, business-focused background turned out to provide the framework, innovation, and resources that benefitted both collaborators. Our goal in designing and implementing this program was to provide a community program for adult learners that also served as an instructional opportunity for graduate students. We designed the materials to be accessible and reproducible for other university programs and private practice partnerships. As a private practice owner, the recognition that the program granted me as the hearing expert in the community resulted in extremely effective marketing. The participants were the most successful hearing aid users for the following reasons: they were eager and enthusiastic advocates of hearing healthcare because of the knowledge gained in our seminar; they had a solid understanding of the expectations for a device; they were eager and prepared to implement the communication strategies taught; and they saw the importance of seeking help from an audiologist. Not only were they now part of the practice, but these participants also helped spread the word in the community. They could not wait to share their new knowledge with others. This organic, enthusiastic, and earnest marketing led to qualified and educated referrals who were all successful hearing aid users. THE APPROACH We, a private practice owner and a university assistant professor, designed and led a four-part seminar that met once a week for 90 minutes for four weeks. The participants were members of the university campus’s lifelong learning program. The program was offered twice a year. We started this program through in-person classes before transitioning to an online format very effortlessly during the COVID-19 pandemic. We typically had 10 older-adult participants in our seminar, and classes were held in a large room in the on-campus speech and hearing clinic. A PA system and a large display monitor were used to increase accessibility. Masters in speech-language pathology students led small breakout sessions on lipreading, clear speech, communication strategies, and auditory training following the lecture. Our lecture topics included hearing loss, how we hear, audiogram interpretation, tinnitus, auditory training, psychosocial exercises, expectations for hearing aids, ototoxicity, hearing aids, assistive technology, smartphone apps, over-the-counter devices, and how to choose an audiologist. We also provided training on strategies for communicating with a hearing loss and facilitated discussions that resulted in group dynamics and sharing of shared experiences that were powerful to witness for the students and participants. THE BENEFITS Benefits to private practice audiologists This program established the private practice audiologist as an expert in aural rehabilitation, setting the practice apart from others who offered only a device. The increased visibility led to new referrals. These referrals were more likely to be satisfied and successful because they embraced the limitations of their devices. Seminar participants took responsibility for implementing communication strategies rather than blaming the audiologist or hearing devices. Benefits to a university program Seeking experiential opportunities for students as they explore career interests or enroll in classes is an ongoing process. The seminar provided a unique experience for students to participate and help facilitate the sessions. The participants enjoyed hearing about the students’ studies, relating them to fellow lifelong learners. Students applied what they learned in their introductory AR course in one-on-one and small group work. They had positive reflections on their experiences, as the interactions gave them insight into interacting with older adults with hearing loss. A SUCCESSFUL COLLABORATION Working together, we considered the program successful. It met the participants’ needs, provided a hands-on training opportunity for students, and established the private practice owner as an expert in the community. This mutually beneficial collaboration resulted in highly qualified new referrals for the private practice and a rich experience in creating and delivering content for students. Offering aural rehabilitation in a scalable format that was readily available and reproducible resulted in a benefit to the university students and in the organic marketing of the practice with participants who were eager and enthusiastic advocates of the importance of hearing aids, understood the importance of regular use, expectations, implementation of strategies for hearing, and the importance of seeking health from an audiologist. These participants spread the word in the community, specifically to their friends and family, medical professionals, and personal physicians. This organic, enthusiastic, earnest marketing led to precious and educated referrals.
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