Sonus Hearing Care Professionals - Industry Q & A

Can you please tell us more about your industry and what makes it attractive to a potential franchisee?

Nearly 35 million Americans have hearing loss. To an individual with hearing loss, hearing aids are seen as a necessity rather than an optional purchase. This makes the industry recession resistant. What drives people to purchase hearing aids is that 90% of the time hearing aids are the best or the only solution. Sales are driven by need. 

The incidence of hearing loss per 1,000 households increased from 283 in 2004 to 295 in 2008. Dr. Yuri Agrawal the author of National Health and Nutrition Examination Survey (1999-2004) published in the Archives of Internal Medicine in 2008 stated:

"The prevalence of hearing loss in the United States is predicted to rise significantly because of an aging population and the growing use of personal listening devices. Indeed, there is concern that we may be facing an epidemic of hearing impairment."

Technological improvements in hearing aids such as the advent of wireless products over the last decade have made patients more comfortable and satisfied with their hearing solution.  As Carole Rogin of HIA has said the top priority needs to be "to ensure that today's best technology and most advanced dispensing skills are being applied to every single consumer."

Sonus Franchise has developed a solid business model that mirrors this direction.

How has the hearing healthcare industry changed in the last 10 - 20 years?

The changes in the industry in the last 20 years are primarily technological. 20 years ago, hearing aid technology was conventional analog with a limited number of styles or "form factors", as it is coming to be known.  The technology with which most patients were fit was pretty similar, since there were so few options.  Hearing aid adjustments comprised very gross changes in hearing aid frequency response and the dispenser's tool was a tiny screwdriver.  In the intervening years, there have been changes in form factors and technology that have revolutionized the industry.

In 2004, 75% of the hearing aids dispensed were custom, in-the-ear instruments and 25% were behind-the-ear style. Today, 70% of all hearing aids dispensed in the US are behind-the-ear style, with only 30% customs of all kinds. 

As regards technology, with the advent of ear-level hearing aids with fully digital technology, we are today able to fit hearing aids that can actually do the things that we wanted them to do 20 years ago.  Among the features that hearing aids have today that they could not before are digital feedback suppression, digital nose reduction, multi-channel/multi-program function with independent wide dynamic-range compression in every channel, environmental classifiers that recognize the acoustic environment and automatically switch the hearing aid to the most appropriate set of configurations.

What trends do you see in your industry over the next 5 years?  Next 10 years?

In the next ten years, the overriding trend affecting our industry is the aging of the baby boomers.  The maturation of this segment of the population guarantees growth in our industry. In 2013 the first baby boomers will reach age 69.  Even if we do not surmount the market share issue, the market is poised to become much larger very quickly.  Hearing instruments is the place to be.

What is the biggest concern about your industry that a franchisee candidate should be aware of and investigate? 

The hearing care profession is regulated by State laws.  Each state requires licensure in order to provide service and as a hearing care professional.  Licensure regulations and requirements vary by state.

Why do you think Sonus stands out in the industry?

Sonus was founded and is run on the principle of high patient care. Our patient centered approach applies not only to our brand, but also to the level of service we provide to business owners who are interested in becoming part of the Sonus family. We work hard to make you successful.

What makes the Sonus opportunity more attractive than your competitor's?

Sonus is the only audiology-based franchise in the hearing healthcare industry. Furthermore, Sonus is part of the Amplifon group and can leverage worldwide expertise in this industry.  Amplifon U.S.A. is a global leader in hearing services, solutions, and research.

Describe the ideal candidate.  Do you think your requirements are any different than your competitor's?

The ideal Sonus candidates are outgoing, coachable, relate positively to people, seek self improvement, have proven hearing aid sales skills, are results oriented and can work both in their business and on their business.  Sonus is an ideal business for people with an entrepreneurial spirit, strong desire to own a business and motivation to excel in a changing market! You must be prepared to make a full-time commitment to growing your business. Licensed audiologists, Hearing Aid Dispensers, and those with an entrepreneurial spirit are ideal candidates.

What's the strongest skill you require in a candidate? 

The strongest skill required of a potential candidate is that they have the drive to succeed and the ability to work toward a goal.

Why has your company been successful?

Sonus is part of Amplifon, the worldwide leader in the retail hearing aid industry with over 60 years of experience in hearing health care. This gives Sonus access to worldwide expertise in this industry.

What advice would you give someone interested in buying a franchise in your industry? 

The hearing industry is one that demands business owners and practitioners who enjoy working with people. 

How much experience in this industry should a franchisee candidate have should they consider buying a franchise in your industry?

It is not necessary that a franchise candidate have experience in the hearing industry in order to own a Sonus franchise.  If the owner of a Sonus franchise has no hearing industry experience, he/she a will need to have licensed hearing care professional(s) on staff in his/her location(s).