Session 1, was led by Professor Mark Lutman, President of the British Academy of Audiology, who was the first of many speakers to emphasise the importance of treating clients as individuals and of professionals in audiology seeing their role to treat hearing loss not just to supply hearing aids.   He reminded members that those with hearing impairment had to face up to change: change when they admitted they had a problem and change when they had to learn how to use their new hearing aid.  It was the dispenser’s job to help them on this journey.  He concluded that new entrants to the profession needed communication skills, problem solving ability, flexibility to work with colleagues in a team, and a scientific background.

The Hearing Aid Council Chief Executive Sandra Verkuyten confirmed that a bill had been laid before Parliament on April 17th which would mean the abolition of the Council next year.   She outlined the complaints that had been received in the past 12 months and though it was not clear why the number of complaints had risen, said the HAC would work with the Society to try and find out more and improve things.  She also highlighted the work the Council had done with the Government to make sure hearing aid audiologists were recognised as the health professionals of the future, adding “You are now recognised.” Download Sandra's presentation

This theme was picked up by Marc Searle, Chief Executive and Registrar of the Health Professions Council who welcomed BSHAA members, the 14th profession to be regulated by his organisation.  He said the HPC’s only objective was to protect the public, and in the coming year he would be working with BSHAA and the HAC to draw up the standards which members would have to abide by;  four standards in all, covering education and training,  proficiency, performance and ethics and Continuing Professional Development, or CPD.  Download Marc's Presentation

There were encouraging words too from Philippa Palmer Director of Programmes at the RNID. The RNID, she said, wanted hearing aids that looked better, sounded better, which were easy to use and met individual needs.  They wanted good, evidence-based information and advice to clients, a transparent price structure and terms and prompt access to care at convenient locations.  Choices had to offer value-for-money, with good training for clients who should have ready access to aftercare and ongoing support.  Philippa said onward referral, where needed, had to be prompt and there had to be signposting to other resources.   Care should come from qualified, registered healthcare professionals who offered a quality-assured service – with prior information to client on what to expect and how to complain.    However she offered continued and on-going support and promised the RNID would “work with you at this time of change.”  Download Philippa's Presentation

The first session ended with Damian Barry, Chief Executiveof Hearing Concern, who said both the customer and the dispenser suffered if after- care had to compete with the need to complete the sale and maximise profit.   People’s expectations had to be managed - so many thought a hearing aid would magically solve their problems when it wouldn’t. They didn’t realise a hearing aid had to be adjusted for their lifestyle and that they would have to learn to live with new sounds, sounds they hadn’t heard for a long time or, perhaps, ever before.  If this is not managed the customer experience suffered and this led to disappointment and complaints.

“What should hearing aids do?” was moderated by Peter Sydserff and presented by member Kellie Walker (from Australia) who said from a dispenser’s point of view hearing aids should improve the quality of life for the hearing impaired. Other attributes were that it should be comfortable, reliable, robust and dependable.  Universal programming cables and hearing aids that were cable free were also desirable but uptake depended on dispensers “and what we are going to do about it,” she said.  They also thought versatility options were important as was flexibility to meet patient need, including full automation, with no feedback.   There were also family concerns to take into account as well as cosmetic appeal.  She ended with questions: “Does the hearing aid empower the end user; is it a life changing process and do we deliver it; do we give confidence to communicate?”

“What can BSHAA do for me?” was moderated by Alan Torbet and David Peel.  The reporter was Robert Davies who pointed out concerns about the increase in complaints which lead too often to disciplinary action. The group wanted a BSHAA complaints procedure with teeth that was credible. It wanted complaints to come to BSHAA first then to the dispenser who could have a chance to solve any issues, and then to a conciliation service paid for by members.  Also needed, training for best practice to make sure complaints go down.  If there was a cost members were prepared to pay.  He said they wanted the BSHAA brand “out there,” with better recognition on the high street.  Closer links with the RNID because they were listened to and to get more involved with GPs.  Other wants:   Professional leadership, changes on a  more “user friendly” website to include peer and patient reviews and a better “find a dispenser” section.  BSHAA had to represent “value” to clients, it should be the CORGI of hearing care.  On membership:   “We need to encourage all people to join BSHAA so it is truly representative of the audiology profession. Congress should be an annual event and naturally we are happy to pay for that.   

Andrew Hadley, from the Office of Fair Trading, warned his audience that the Unfair Commercial Practices Directive (UCPD) and the Consumer Protection from Unfair Trading Regulations (CPRs) gave customers more protection and had wide ranging powers. In essence it made it illegal for businesses to trade unfairly.  Unfairness included false claims about efficacy, false claims about free offers and salesmen who refused to leave a consumers’ home when asked.  He urged members to read up on the legislation. Responding to questions, he was clear that there is nothing specific in the CPRs which would make it an offence to dispense unless professionally registered. Download Andrew's powerpoint presentation

BSHAA Council member Alan Rudge outlined proposals for a new Consumer Code, and complaints resolution procedure being drawn up by the Society which will initially run alongside the existing HAC complaints system and will be operated by BSHAA. The Consumer Code will come into full operation after the HAC is abolished and will be administered on our behalf by the British Healthcare Trades Association. Alan Torbet indicated that the combined costs of BSHAA and BHTA membership and HPC registration should be no more than, and hopefully less than current BSHAA and HAC fees.

Bob Flynn from Legacy Frontiers reminded delegates that their clients were often uncomfortable when they came for a consultation because of the many pressures they faced to actually be there. The result was they were expending mental energy worrying about this rather on the process of getting their hearing aid. Dispensers ought to spend some time trying to bring their discomfort levels down so they could work together towards the common goal of hearing care. Key to success was how the dispenser behaved at the first meeting or even telephone contact with the client. Download Bob's presentation

Kim Ruberg, of the Hear-it website spoke of what his organisation could do for you. He said his web site made knowledge and experience available to dispensers and allowed them to make it available to their stakeholders: customers, customers’ families, doctors and journalists (who could help get your message across). He asked what delegates would say if he told them that by 2016 dispensers in the UK could be dispensing 600,000 aids and the NHS dispensing the same number. This was the equivalent of what happened in Denmark where in a market one tenth of the size of the UK, 1 in 3 hearing impaired have a hearing aid. And he said the market was still growing. In Denmark an NHS subsidy of £400 per ear follows the patient to wherever they chose to have their hearing care.

Roger Lewin, Vice President, of BSHAA, outlined to delegates proposals to extend the research already undertaken into why people say “no” to hearing aids. The research findings would help members increase their market penetration and sales through an increased awareness and uptake of hearing aids. (Post Congress Update: Although he was hoping that in the next few days government funding would be announced, this application was subsequently turned down the Society is actively exploring other funding sources so that this vitally important project can still go ahead.)