Engaging Busy Physicians!
To grow you need to advocate for your profession and bring awareness to hearing loss!
As a profession we need to stop hiding behind our title and be able to clearly communicate to someone in 30 seconds or less what it is that we do – and who it is that we serve!
Now some of you might be put off by the word “pitch” as if we are in the profession of only wanting to sell someone something. We all know that this is not why we got into Audiology in the first place. Our main objectives as audiologists go much further than that, so I want to challenge you to showcase that in the best way you know how.
When is the last time you had to explain to someone what it is that you do? I want you to take a minute and pretend someone just asked you what YOU do. What is your response? “I am an Audiologist.”
Now that answer might work for a Neurosurgeon or a Family Physician because everyone knows about these professions. A lot of us use our title, it seems like the natural thing to do. However, when you only say “audiologist” you are allowing that person to fill in the blanks for you with their own perceptions.
So how do you communicate that efficiently and clearly without using your title right off the bat.
1. IDENTIFY YOUR AUDIENCE
People unintentionally are always trying to figure out what you can either a) do for them or b) similarities that you have with one another.
You all have encountered this when you are out of town and you meet someone new. One of the first things that is bound to come up is where you are from.
So the fun part about an elevator pitch is that while you’re focusing on creating connection you’re going to have to tailor that message to the audience that you’re speaking to.
2. ESTABLISH CREDIBILITY
In our field this it is pretty easy to establish credibility because the doctorate associated with our profession clearly communicates that we are an expert in this area. However, if you are anything like me you may not always feel comfortable bringing up that you have a doctorate. Depending on who you are speaking to you may not always feel that it will resonate well with the person.
Sometimes I say “I have my doctorate in audiology,” instead of saying I am an audiologist, explaining it, AND THEN finding the right time to mention it is a doctorate and the difference it holds in comparison to other professions.
Or if schooling comes up people are usually shocked that I had to go to grad school for 4 years.
3. GIVE THEM AN INVITATION
This is probably the most important part give them an opportunity to go a step further with you. It is amazing how many times we will not follow through with something unless we are invited to do so.
Give them an easy way to communicate with you in the future. Some examples are follow us on Facebook and maybe you can attend one of our events we do for our community. If it is a neighbor a more direct option will be I’ll text you my phone number and let me know if you or your friends ever need a hearing test.
Extend an invitation and then also personally follow up with them. What would it look like if you actually followed up with these people?
4. GIVE THEM AN EASY OUT
No one wants to admit they have hearing loss. Give them an easy out by telling them how important a baseline hearing test is. Not only will they then use this for themselves but this gives them something to tell their spouse as well if they want them to come in for a hearing test but can’t motivate them to do so.
5. SAVE YOUR BREATH
I’m sure all of you have had to defend yourself or hearing aids at least once. No matter what you do you will most certainly run into these types of situations.
When I first starting running into these types of people either in the office or at events I would find myself defending my profession or hearing aids in general. I have now learned to restrain myself and just smile and say “that’s to bad.” Because let’s be honest some people just want to complain or be heard.
So there you have it – a bit of a kick start to that new eye catching “pitch.” Together I believe we can change the way our profession is viewed, valued, and understood.