HearUSA is an organization of “nearly 4,000 independently operating hearing care professionals” with a standardized protocol to help its network stay up-to-date with the changing world of audiology. That includes a strong professional development component. “As experts in our field, we have to sharpen our skills across all career aspects and that includes both service and quality,” says Cindy Beyer, the Vice President of Professional Services, via email. “The advantage of a professional appointment with a licensed provider is that the patient can experience so much more than the web can provide. The human connection is so powerful. We must use our clinical time wisely and effectively to… establish credibility and value that exceeds their expectations.” “I believe engagement is very important. Involving the patient and family member in the process and allowing them to see, hear and feel along the way creates a bond, develops interest, and earns commitment,” she continues. “Our innate personalities often lend us to be either great communicators or skilled clinicians, and it may not come naturally to combine those left brain/right brain tendencies. We have to work very hard to incorporate the many skills and talents that are required in our profession. It’s about exceeding expectations and creating a memorable event that our patients describe in three syllables – outstanding, excellent, fantastic, exciting, amazing!” HearUSA sees technology as an important way to improve services. The organization gives providers a way to participate in continuing education through web-based trainings, and offers telehealth for the convenience of their audiologists and clients. “We have invested in telehealth capabilities and are pleased that we can offer these services in our hearing centers,” says Cindy. “Telehealth offers convenience and another layer of professional expertise, and helps us to overcome distance and staffing issues. It’s an important part of the future.”