What happened?
Wolfe Clinic in Marshalltown, Iowa, recently held a four-day Songbird Open House.
How did they do it?
Because the clinic is staffed by ophthalmologists, ENTs and audiologists and has a long-standing reputation in Iowa, it had an extensive patient database. Letters about the open house were sent to 15,000 people in the clinic’s database. (It is important to note that not all of these people were hearing loss patients – but some who were not hearing loss patients passed their invitation on to a friend or relative with hearing loss.)
As the letters were being sent, advertisements were also printed in three newspapers covering central Iowa.
Before appointments were scheduled all of the receptionists received a phone script. This helped them provide answers to basic questions and allowed the practice to communicate the dispensing fee and the price of the product to anyone who scheduled an appointment.
Appointments were scheduled to perform an audiogram and try the product. Approximately three patients per hour kept two audiologists and a sales person busy from 8 a.m. to 5 p.m., and gave the audiologists more confidence in fitting the Songbird Disposable Hearing Aid.
Results:
The event attracted 60 patients for the four-day open house period. Of those people, 36 were Songbird candidates and 31 were actually fit with the Songbird Disposable.
Lessons Learned:
Although they’d tried open houses before, the Wolfe Clinic’s audiologists feel that the Songbird Open House attracted a different type of client than those who’ve attended the clinic’s previous events. “We’ve definitely tapped into a new market,” noted audiologist Bruce Vircks.
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