A Better Ear independent audiology practice near Brisbane is owned and run by audiologist
PENELOPE WOODS and her husband DAMIEN WOODS, the clinic’s business manager. They explain how
their education-based approach is leading to a successful enterprise.
Educating their patients, the community and GPs about hearing loss is the ethos of A Better Ear and it has worked wonders for the business.
In just over five years, and despite the COVID-19 pandemic hitting them one year in, Penelope and Damien Woods have built a thriving independent practice that serves the coastal city of Redlands, which is about 25 kilometres from Brisbane.
Penelope, the principal audiologist, and Ms Amanda Ariotti, clinical rehabilitation audiologist, pride themselves on educating patients at the clinic and in the community through regular speaking gigs and a column in the local newspaper under the banner, ‘healthy hearing for a healthy life’.
GP visits to advise and update doctors on the latest hearing evidence also form a vital part of their education strategy. In fact, referrals from GPs that stemmed from these visits helped keep the practice afloat during lockdowns from the pandemic.
“In February 2020, one year after we started, we had our best month ever then COVID hit in March 2020 and we were 95% down on the previous month,” Penelope recalls.
“Pretty much straight after we opened in 2019 we started visiting every GP clinic in the Redlands that would have us which is super important because I’ve been told by GPs they only have 30 minutes of audiology in their entire medical training so some of the things I talk about with them are a surprise.
“It’s important for them to know about the hearing system, things they need to be aware of that might be a medical emergency, and looking out for older Australians so they can hear well and lead a rich, fulfilling life. Being socially connected is more important than not smoking or drinking for mortality and morbidity and it’s vital they understand that link.”
Penelope estimates that she’s spoken with about 100 GPs, typically as a group at general practices during lunch.
“I’ve done a lot of tinnitus training and will take on complex cases so it’s a relief for doctors who often don’t know where to send these patients,” Penelope adds. “Another time we visited a surgery with a great bunch of engaged, proactive doctors including one who specialised in dementia.
“She had been administering a verbal questionnaire testing cognition but never thought to look in patients’ ears first. We advised if doing verbal questionnaires to assess cognition you should first check they can hear you. After our talk the practice updated its protocols and added a hearing check to this and annual patient testing.”
Annual GP visits and interesting cases
The audiologists see each GP they have an ongoing relationship with once a year to bring them up to date on latest advances.
Damien, who is the clinic’s business manager and a talented illustrator, is a business and marketing specialist who previously led teams at The CEO Institute and Vita Group Limited.
He says that as a result of the ongoing relationships with GPs, the clinic has strong referral relationships with the doctors and receives a varied and interesting caseload.
“If you’re an audiologist, you might not initially think about talking to your local GP. However, by collaborating with local doctors, you’ll likely encounter a variety of cases such as tinnitus, exostosis, and middle ear pathologies,” he says. “This collaboration not only brings in more diverse and interesting cases but also serves as professional development. Your understanding of various medical conditions and treatments will improve, making you a better and more integrated audiologist within the community you serve.”
A Bettter Ear also gives presentations at community groups and service clubs such as Rotary, Probus and lawn bowls clubs at least monthly and sometimes twice monthly.
“It’s about delivering evidence-based information in a way that’s easy to understand and highly engaging. People always respond well,” Penelope says. “We mention a bit about ourselves, we make sure we’ve got a really good presentation and PowerPoint, keeping it relevant, interesting and project our voices which is easy for me because I was a singer. If you are a bit timid, just practise, practise and more practise.”
Damien does research beforehand, contacting groups and teeing up dates. They have even booked spots for next year already. Patients also often suggest the audiologists give a hearing health talk at their clubs and provide contacts.
Be closer to your community
The fortnightly newspaper column they write helps the public learn about hearing and gives them exposure as ‘your local audiologist’.
“All these are ways for you to be closer to your community, and hearing is about community so that’s why an independent audiologist should consider it,” Damien says. “It makes clinical and business sense”.
Penelope adds: “As audiologists we have an obligation; we know how incredibly important hearing is but so many other people don’t. I didn’t before I was an audiologist but we’re in a position where we can help people with hearing loss and their family.”
The Woods had well established careers elsewhere before deciding to open their own practice as they felt they had a lot to give the community.
“We’ve based it on what we would expect, how we’d like to be treated, how we would feel most comfortable,” Damien says. “We really believe in what we’re doing, and feel strongly that we’re doing good work.”
Their love for their work shows as does the community appreciation. Photos of Penelope with smiling patients presenting flowers, chocolates and thank you cards on their website and five-star Google reviews are something the couple is proud of and has worked hard for.
“When people are in here, they’re always saying, ‘Wow, that was the most information that I’ve ever had’, or ‘that was so educational and worthwhile, no-one’s ever explained it like that’,” Penelope says. “They’re so grateful that you’re taking care of them and are interested in them. I always say it’s their body and it’s important they understand how their body is working so they can make an informed decision. Our job is to educate and assist them.”
Damien says it’s important to be authentic and non-transactional; they’re interested in long term relationships and avoid rushing appointments.
“We moved to larger premises in February in a medical precinct with better appointed rooms, and we have nice couches in the reception area, plants, and no merchandise or posters from manufacturers because we are about hearing care, audiology, and the devices come after that,” he says.
“It starts when people walk in by getting their blood pressure to drop. We use a signature scent so it’s all about getting people to come down to that comfortable state.”
Benefits of a business manager
While some husband-and-wife teams might find working together challenging, Penelope says having a business manager is a gamechanger and Damien is perfect for the job.
“None of this would be real without Damien’s expertise, his analytical, planning and business skills. He keeps me organised so I can do the rich work that I do,” she says.
Her husband adds: “We’re very different, but that makes us complementary. My job is to provide a foundation that allows Penelope to realise her vision. Operationally, I’ve not lived and breathed audiology prior to this so we’re able to think more creatively about the way we deliver value.”
The first 3.5 years it was just the two of them, but they have now expanded the audiology team and front of house staff. They wanted autonomy to choose the hearing aid that best suits each patient rather than being bound to certain manufacturers.
Penelope has her top four that she prefers based on product quality and after sales service.
“Our brand was more focussed on being a “fair price option” when we started but we now focus entirely on “patient-centricity” and reliable hearing rehabilitation. Balancing those visions and managing our brand and communication is where I come in as the business manager,’” Damien says.
Penelope adds: “We’re always thinking about how we position our audiologists as being what you’re paying for. A lot of patients ask you to help find the best product but all that we offer are excellent, we’re spoiled for choice. There are clinical considerations for each patient that make this one more appropriate than another.
“People with hearing loss generally have a poor understanding of the factors that determine success in hearing rehabilitation. We try to improve that situation through an educational treatment model. Device choice is important but not critical but best practice audiology is not optional and we believe that practising the best audiology is the right thing for our patients and for our business.”
Penelope initially did an undergraduate degree in vocals and music at Queensland Conservatorium.
“Musicians have different expectations from their hearing than non-musicians,
Damien says. “We understand those expectations because both Penelope and I are musicians. Best practice audiology is still best practice but to be truly focussed on patient need it is sometimes helpful to additionally use sounds they want to hear a certain way. Obviously tuning a hearing instrument to a cello or clarinet is different from tuning it for speech.”
Penelope was a mature age student in her 30s when she enrolled in her Masters of Audiology in 2014 as she waited until their daughter was in school so she could study full-time. Ten years later, everything has come full circle, with a well-established career she loves, a practice she enjoys working in with her husband, and a business that gives back to the community.
