The wearing of hearing aids is by no means restricted to the elderly population. The Royal National Institute for the Deaf (RNID) says the rise in social noise levels in the UK have tripled in the past 20 years, and is causing people to lose their hearing at a younger age.
But unlike vision problems, a reduction in what is heard can be less apparent to the patient. It is often friends and family who inform the patient that there may cause for concern.
While many optical practices have combined with hearing aid audiologists to offer a joint service, perhaps allowing a hearing aid audiologist to work from the practice one day a week, audiologist Angela King, from the RNID, says more could be done.
'It's not unusual for opticians to offer hearing services, but it's not a very conspicuous service because the shop front says ÒOpticiansÓ, and there may only be a small notice about hearing. It's not given equal prominence. Millions of people could benefit from regular hearing tests.'
Given that optical practices are frequently located on the high street, it is clear they are in a prime position to promote hearing checks as well as sight tests. Clearly, any optical practice offering both could gain some competitive advantage over those that do not.
Adam Shulberg, managing director of Cubex Independent Hearing Aid Audiologists, is surprised that given the ageing population which is expanding the market, there is so little cross fertilisation.
shared interests
'Both professions have shared interests in the care and quality of life of patients, and yet we do very little to harness our expertise and put it to another use,' he says.
'We see partnerships across different industries growing, which in the long term makes for a stronger business. This is an opportunity for opticians and hearing aid audiologists to be capitalising on, and I do not think we should waste any more time.'
Cubex has had informal referral relationships with local optical practices for many years, and says all parties have prospered.
'In these difficult economic times, we must pull together to provide the best possible service, while maximising on marketing opportunities. Independent opticians and audiologists are both struggling in their markets, and are looking to offer a bit more to their customers. I feel that this should now be taken one step further.'
Shulberg suggests there is scope for a formal referral system, with financial incentives for referred patients who purchase a hearing aid or spectacles. He adds that displaying leaflets of local hearing aid audiologists in the reception area or on display boards, and supplying point of sale or referral leaflets is a place to start.
'A joint venture between hearing aid audiologists and opticians would encourage growth and stability in both markets, upon which we could build a better future,' he points out.
One hearing aid audiologist who has taken the initiative is Vicki Skeels, who is a partner in the independent Hearing Care Centre in Colchester. Skeels has worked with local optical practices, renting a room as required, for many years.
'It works well, as the demographics of our client bases are very similar Ð it can even be a cradle to grave service,' she explains.
multiples on the move
Multiple group Scrivens offers hearing services in all its practices and 64 Boots outlets have David Ormerod Hearing Centres attached to them. Scrivens also provides services for more than 400 other practices, including D&A, Conlons and a number of independents, bringing the total to more than 500, and quantifying its claim as 'the UK's number one optical and hearing retailer'.
Appointments are made at the time of the eye examination booking or during the practice visit. Hearing tests to determine function are offered free to all customers. If a problem is identified, the customer is invited to return to establish the extent of the loss, and to discuss hearing aids. The hearing aid audiologists are trained and employed by Scrivens, working by demand. Scrivens pays a commission to the partner practices to run the service.
Marketing director Andrea Callaway says: 'Scrivens was founded in 1938, and started its hearing care service soon after. We have been providing this service for decades. It's an intrinsic part of the business now and our one-stop-shop offer to customers. People are slower to respond to hearing loss than sight loss. Many people deny it is happening and then are slow to respond when it does. There is also a stigma involved and many don't know where to go for help, so us being on the high street makes it easier.'
paying heed to a need
John Welsby, managing director of Conlons, says it turned to Scrivens three years ago because the demand was too much for its employed hearing aid audiologist. Welsby knew of Scrivens, and half a dozen people now provide the service as required at the 16 practices across Scotland and the north west.
'Some people thought we were mad going into business with Scrivens because it was an opticians too, but it works. It is available for everyone, but we do find our branches with an older profile are naturally busier.
'Older customers take up the service for hearing tests because of the trust element, they can have it done when they come in for their sight tests. Hearing testing goes hand-in-hand because of the right surroundings. We have comfortable rooms, dark and quiet, and the clinical atmosphere suits.'
Another element is best use of space, says Welsby. All the practices have two or three testing rooms, which are not all used all day, so the audiology service makes financial sense.
Welsby also adds that demand for the hearing service has continued to grow since it set up the arrangement with Scrivens.
'Hearing customers are more frequent, coming every six or 12 months for checks or cleaning, and this leads to optical sales (and vice versa). The recall is better, we don't have to rely on reminders. It probably does help with patient loyalty, but it is more about making life easier for the patients. I would say it is offering them a better service.'
Another optical group that has opened its eyes to ears is West Midlands-based Colin Lee Opticians. Independent dispensing optician and owner Colin Lee worked at Scrivens during the 1970s, and saw it 'made sense' to continue the arrangement in his own business. The company offers hearing tests, with an independent hearing aid audiologist, at the five practices, and via a domiciliary service. Lee says there is a synergy between dispensing hearing aids and spectacles, as both involve a health examination and then a prescribed aid if required.
'There is a combination of professional and commercial with the two disciplines, it is so similar to optics.'
everyone's doing it
Lee says there was a time when other optical practitioners would ask him about the set up, but now he believes there are more involved, so it is less frequent.
'And it's not just the big groups, it's independents as well. It's good for the patients. Optics has always been very insular. We've tended to keep to our own businesses, but audiology is too close not to offer it. It does not compete with optics, and it helps get patients through the door,' he points out.
It is difficult to gauge how many practices in the market offer a hearing service, but there is certainly room for more.
All those involved say it is not difficult to set up, and there are many benefits both financially and for patient care. The combination of the ageing population and lowering of the age of hearing loss means demand for hearing care services offers optical practices a significant market opportunity.The wearing of hearing aids is by no means restricted to the elderly population. The Royal National Institute for the Deaf (RNID) says the rise in social noise levels in the UK have tripled in the past 20 years, and is causing people to lose their hearing at a younger age.
But unlike vision problems, a reduction in what is heard can be less apparent to the patient. It is often friends and family who inform the patient that there may cause for concern.
While many optical practices have combined with hearing aid audiologists to offer a joint service, perhaps allowing a hearing aid audiologist to work from the practice one day a week, audiologist Angela King, from the RNID, says more could be done.
'It's not unusual for opticians to offer hearing services, but it's not a very conspicuous service because the shop front says ÒOpticiansÓ, and there may only be a small notice about hearing. It's not given equal prominence. Millions of people could benefit from regular hearing tests.'
Given that optical practices are frequently located on the high street, it is clear they are in a prime position to promote hearing checks as well as sight tests. Clearly, any optical practice offering both could gain some competitive advantage over those that do not.
Adam Shulberg, managing director of Cubex Independent Hearing Aid Audiologists, is surprised that given the ageing population which is expanding the market, there is so little cross fertilisation.
shared interests
'Both professions have shared interests in the care and quality of life of patients, and yet we do very little to harness our expertise and put it to another use,' he says.
'We see partnerships across different industries growing, which in the long term makes for a stronger business. This is an opportunity for opticians and hearing aid audiologists to be capitalising on, and I do not think we should waste any more time.'
Cubex has had informal referral relationships with local optical practices for many years, and says all parties have prospered.
'In these difficult economic times, we must pull together to provide the best possible service, while maximising on marketing opportunities. Independent opticians and audiologists are both struggling in their markets, and are looking to offer a bit more to their customers. I feel that this should now be taken one step further.'
Shulberg suggests there is scope for a formal referral system, with financial incentives for referred patients who purchase a hearing aid or spectacles. He adds that displaying leaflets of local hearing aid audiologists in the reception area or on display boards, and supplying point of sale or referral leaflets is a place to start.
'A joint venture between hearing aid audiologists and opticians would encourage growth and stability in both markets, upon which we could build a better future,' he points out.
One hearing aid audiologist who has taken the initiative is Vicki Skeels, who is a partner in the independent Hearing Care Centre in Colchester. Skeels has worked with local optical practices, renting a room as required, for many years.
'It works well, as the demographics of our client bases are very similar Ð it can even be a cradle to grave service,' she explains.
multiples on the move
Multiple group Scrivens offers hearing services in all its practices and 64 Boots outlets have David Ormerod Hearing Centres attached to them. Scrivens also provides services for more than 400 other practices, including D&A, Conlons and a number of independents, bringing the total to more than 500, and quantifying its claim as 'the UK's number one optical and hearing retailer'.
Appointments are made at the time of the eye examination booking or during the practice visit. Hearing tests to determine function are offered free to all customers. If a problem is identified, the customer is invited to return to establish the extent of the loss, and to discuss hearing aids. The hearing aid audiologists are trained and employed by Scrivens, working by demand. Scrivens pays a commission to the partner practices to run the service.
Marketing director Andrea Callaway says: 'Scrivens was founded in 1938, and started its hearing care service soon after. We have been providing this service for decades. It's an intrinsic part of the business now and our one-stop-shop offer to customers. People are slower to respond to hearing loss than sight loss. Many people deny it is happening and then are slow to respond when it does. There is also a stigma involved and many don't know where to go for help, so us being on the high street makes it easier.'
paying heed to a need
John Welsby, managing director of Conlons, says it turned to Scrivens three years ago because the demand was too much for its employed hearing aid audiologist. Welsby knew of Scrivens, and half a dozen people now provide the service as required at the 16 practices across Scotland and the north west.
'Some people thought we were mad going into business with Scrivens because it was an opticians too, but it works. It is available for everyone, but we do find our branches with an older profile are naturally busier.
'Older customers take up the service for hearing tests because of the trust element, they can have it done when they come in for their sight tests. Hearing testing goes hand-in-hand because of the right surroundings. We have comfortable rooms, dark and quiet, and the clinical atmosphere suits.'
Another element is best use of space, says Welsby. All the practices have two or three testing rooms, which are not all used all day, so the audiology service makes financial sense.
Welsby also adds that demand for the hearing service has continued to grow since it set up the arrangement with Scrivens.
'Hearing customers are more frequent, coming every six or 12 months for checks or cleaning, and this leads to optical sales (and vice versa). The recall is better, we don't have to rely on reminders. It probably does help with patient loyalty, but it is more about making life easier for the patients. I would say it is offering them a better service.'
Another optical group that has opened its eyes to ears is West Midlands-based Colin Lee Opticians. Independent dispensing optician and owner Colin Lee worked at Scrivens during the 1970s, and saw it 'made sense' to continue the arrangement in his own business. The company offers hearing tests, with an independent hearing aid audiologist, at the five practices, and via a domiciliary service. Lee says there is a synergy between dispensing hearing aids and spectacles, as both involve a health examination and then a prescribed aid if required.
'There is a combination of professional and commercial with the two disciplines, it is so similar to optics.'
everyone's doing it
Lee says there was a time when other optical practitioners would ask him about the set up, but now he believes there are more involved, so it is less frequent.
'And it's not just the big groups, it's independents as well. It's good for the patients. Optics has always been very insular. We've tended to keep to our own businesses, but audiology is too close not to offer it. It does not compete with optics, and it helps get patients through the door,' he points out.
It is difficult to gauge how many practices in the market offer a hearing service, but there is certainly room for more.
All those involved say it is not difficult to set up, and there are many benefits both financially and for patient care. The combination of the ageing population and lowering of the age of hearing loss means demand for hearing care services offers optical practices a significant market opportunity.
Samantha Dalton examines the potentially profitable link between audiology and optics and discovers that it is a tie-up that can attract additional patients through the door