Inner Circle Spotlight: Sheila D. Pack, Au.D., CCC-A, Director of Audiology

Make time to think outside the box

“I’m the type of person who likes instant gratification. I can’t even hire a painter. I do it myself, because when I want it, I want it done that day,” said Sheila D. Pack, Au.D., CCC-A, Director of Audiology, The Ear, Nose and Throat Institute. “So with audiology, and hearing aids in particular, it’s instant. The patient comes in, he/she isn’t hearing well, you fit them with hearing aids and instantly it changes everything.”

The hearing industry is currently a changing landscape, and as someone who is managing a hearing center, Pack is constantly looking at what others are doing around her. However, more importantly, she is looking at how to think outside the box. “I don’t want to do it like everyone else does,” she replied. “We need to differentiate ourselves.”

As this month’s Inner Circle Spotlight, Pack shares how you can differentiate your practice by thinking outside of the box.

Look for training that goes above and beyond

“I’ve stressed to my team that we need to be experts at what we can do; however, I never felt I could be an expert in six or seven types of hearing aids from different brands,” Pack said. “We need one or two brands that we can really rely on. We know that they’re a great product.”

Pack looks for a manufacturer who offers training that goes above and beyond. “My team needs to really make that hearing aid sing … meaning they know what they can truly do with that device.”

When the Ear, Nose and Throat Institute launched Lyric in one of their offices, a Lyric trainer and a Phonak representative were all working with Pack’s team to make it a successful launch. “I feel like I get support on all sides at Phonak. They do put our practice first,” she added.

According to Pack, Phonak product training goes beyond just the features. “They dig into what is that feature really going to do for the user of the hearing aid and how they can apply that feature every day,” she said.

Think lead generation

One of the Practice Services Pack’s hearing center has taken advantage of is the Online Hearing Screener, which has been driving people to The Ear, Nose and Throat Institute.

“It’s challenge enough to get people to recognize your practice and to come in,” Pack said. “But for you to get the support from the manufacturers and the companies that you deal with and know that they’re partnering with you to try and help you bring people to the practice is, that’s very important. It’s one of the reasons why I have enjoyed working with Phonak so much.”

Try something different

According to Pack, The Ear, Nose, and Throat Institute typically does not do a lot of direct mail pieces, but using the Practice Service, it was new for them to see kind of how it worked. They were able to pull from their database and send out a notice about the Lyric launch. “We had seven appointments and all seven walked out with either Lyric or one set of daily wear,” she added. “It generated the right type of patient, the right person. It worked well.”

“I’ve been in the hearing industry quite a few years, and over time, I have learned to value relationships with different manufacturers — different vendors that we have partnered with or worked with,” Pack said. “And, I would highly recommend that other businesses consider partnering or becoming a customer of Phonak because Phonak has been able to support me