Integrating Hearing Assistance Technologies into Clinical Practice

For the audiologist interested in taking their practice to the next level, hearing assistance technology (HAT) holds promise, not only for the growth of their professional services, but also for the overall health and well-being of their patients.www.shutterstock.com. Practice Management, hearing assistance technologies.HAT encompasses a broad array of devices designed to improve listening in various environments via amplification, vibrotactile stimulation, visual display, or any combination of the three, according to A.U. Bankaitis, PhD, clinical audiologist and Vice President of Oaktree Products, Inc. Different types of HATs include, but are not limited to, one-to-one communicators as well as FM, infrared, and induction loop systems. These technologies can address a number of challenges, such as the inability to hear alerting devices, televisions, radio, or stereos, and difficulty using telephones or communicating with others when there is background noise. “Depending on the product, HAT can work as a stand-alone tool and/or interface with hearing instruments and cochlear implants for the purposes of optimizing communication for the end-user by improving signal-to-noise ratios in noisy, acoustically poor, and larger environments where the listener is far from the speaker,” she elaborated while also noting that they extend the versatility of hearing aids. RECENT ADVANCEMENTS With ongoing innovation, the capabilities of HATs as well as the impact for patients continues to grow and evolve. “Beyond more modern and less-bulkier designs, HAT advances have made it easier for some products to interface with other devices, creating a much more robust ecosystem for the end-user,” explained Bankaitis. For example, she noted, TV listening systems have advanced beyond traditional infrared (IR) and radio frequency (RF) transmission technologies to include more versatile Bluetooth products. “While all three technologies improve TV-listening for those with hearing loss, Bluetooth products used with the television more easily interface with other devices beyond TV.” The advent of the smartphone has also helped increase consumer exposure to the benefits of these technologies. “The development of MFI—made of iOS—hearing instruments allowed direct streaming of audio from any compatible device, opening the floodgates for a host of new smartphone apps and/or HAT accessories,” noted Bankaitis. One example of this is Tunity—a free app that allows iPhone or Android users to stream audio from a live TV, even when the TV is muted, directly to their smartphone. Noopl, a new iPhone accessory, captures both phone and in-person conversations, and wirelessly transmits the audio to the user’s AirPod Pros, Bankaitis also highlighted. “Compared to a decade ago, HAT is currently ubiquitous as more and more consumers, with and without hearing loss, adapt more forms of HAT into their daily lives,” she said. “As newer Bluetooth technology emerges, smarter HAT devices will be made with more future options available for the mainstream.” BENEFITS The value of these technologies for the individual—such as communication advantages and the ability to live independently—has been well-established but integrating HATs into clinical practice can also prove beneficial for the audiologist. “Consumers put off getting hearing instruments for a number of reasons and offering HAT can serve as a beneficial stop gap,” noted Bankaitis. “Offering HAT may serve as the point-of-entry for individuals with hearing loss initially reluctant to pursue traditional forms of amplification. In these cases, HAT provides a relatively low-cost, immediate solution to a specific communication problem (e.g., can’t hear alarm, need help hearing the TV or over the phone, in search of a good PSAP, etc.).” Offering HAT products allows patients to immediately purchase from an established, trusted source, Bankaitis said, while suggesting that beyond the convenience factor, access to these technologies can increase the chances of that patient returning to your clinic when future needs arise, including pursuing hearing instruments when they are ready to make the commitment. “It is also important to recognize that even with all the advances in hearing instrument and cochlear implant technologies, HAT may be needed to optimize the patient’s communication abilities and experience in certain environments and situations,” she added. As with any additional service or tool, adding to your arsenal as an audiologist further positions you as the communication expert that patients can rely on for the diagnosis and management of hearing as well as balance disorders. POTENTIAL CHALLENGES AND BARRIERS While there are several reasons to consider incorporating HATs into clinical practice, the adaptation doesn’t come without its challenges. The most common barriers include limitations in time, resources, and space, according to Bankaitis. “This was certainly the case when I was actively practicing in busy clinical settings although there are ways to generate awareness without spending a lot of time energy and money,” she said, while explaining that part of her current work involves developing tools and resources to make things easier for the busy audiologist. For example, the number of HAT products currently available can be overwhelming. Offering patients a brochure that highlights the best options can help when discussing these technologies. “Educating patients about HAT can be as easy as handing them a free brochure and having that product drop-shipped directly to the patient, if limited access to space for even a small amount of inventory is a problem,” Bankaitis noted. Bankaitis also acknowledged that profitability can be a challenge because HATs tend to yield a relatively small revenue potential. However, she noted, effectively utilizing staff, including audiology assistants, is key. When integrating new services and products into your practice a crucial first step is weighing the benefits against any perceived challenges and costs. And then determining what is best for your practice and what approach holds the most potential for success. CLINICAL INTEGRATION Integrating new technologies into practice can be daunting, but when it comes to HATs, that doesn’t have to be the case, according to Bankaitis, who emphasized that significant time, money, energy, and resources is not a prerequisite to success. “For example, it can be as simple as putting a personal listening device (i.e., PockeTalker) in every counseling room and using the product to counsel patients who have difficulty hearing,” she elaborated. “Not only will this facilitate communication between patient and provider, but it also simultaneously allows the patient to experience the benefits of amplification and perhaps facilitate buy-in toward the necessary investments to address their communication needs.” Given the rising number of individuals using these technologies, many patients may expect to have access to HAT options when they seek audiological services, according to Bankaitis, who emphasized the importance of integrating these types of products into practice. Another way to incorporate these technologies is through e-commerce. “Over the course of the past five years, more audiologists have been considering an e-commerce option for their practice website,” Bankaitis said. “E-commerce enables audiology practices to conduct business transactions electronically, offering 24-hour access to resale products, including HAT, beyond the physical or geographic boundaries of your clinical practice.” “Audiologists have always had a resale component to their business. And so, in today’s e-commerce world, the ability to sell a patient situational amplification devices, Bluetooth TV connectors, caption phones, etc., the same way you would in your office, is important,” noted David Kemp, Director of Business Development at Oaktree Products, while sharing that he believes that the addition of e-commerce in audiology practices will continue to grow over time. Developing and maintaining an e-commerce site does require a commitment; however, it doesn’t have to consume all your time or resources, according to Kemp. “You don’t have to take this all upon yourself,” he noted. “The key is to take the time to educate yourself on your options and determine if this is the right move for your practice. “As with any business venture you have to do that analysis, and you may decide it isn’t what is best for you,” he continued. “However, I urge audiologists not to be dismissive of this opportunity simply because they feel that they don’t have the time, especially when there are so many resources available. Start small and learn as you go. It has never been easier to enter into the e-commerce space.” Beyond the obvious benefits of adding revenue streams to your practice through the sale of HATs and other products, e-commerce is also a way to drive new patients to your practice. Unlike in-office sales, using a website has the added advantage of improving your search engine optimization (SEO) and online presence. “While you can certainly sell HATs and other products in person, it’s important to consider your holistic footprint,” Kemp advised. “Your digital presence and brick-and-mortar presence complement one another. When your patients purchase items from your online store, your website’s SEO will improve, since local commerce is heavily weighted within the search engine algorithm. “That in turn helps more prospective patients find your clinic online and increase the chances that some of those people will eventually enter through the doors of your brick-and-mortar location,” he continued. Regardless of how an audiologist chooses to integrate these technologies, HATs are valuable tools that have the potential to not only benefit patients, but also elevate and differentiate their clinical practice. “HAT can really help individuals with specific communication challenges and just like hearing aids, technology alone doesn’t solve communication problems,” Bankaitis concluded. “I don’t see HAT as a threat or a distraction to those with hearing loss. I see it as another tool in my audiology toolbox that helps optimize communication.”

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