Interview with Mike and Jim Feeley Founders of SeboTek
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AO/Beck: Hi Mike and Jim. Thanks for speaking with me today. I'd like to discuss your professional history, and then we can talk about your company and products too.
SeboTek: Sure Doug, that's great. Our start in the industry was back in the early 1980's when we started dispensing. After a few years, we began doing full service repairs which ultimately led us to manufacturing our own devices. We still have a very large dispensing facility in Tulsa Ok.
AO/Beck: OK, so then with a successful practice going, what inspired you to create SeboTek?
SeboTek: Over the years, we've been on a number of medical missions. On some of these trips, we attempted to provide hearing aids to people who needed hearing help. We began by fitting BTE instruments but were less than pleased with the results. The challenges we faced in jungles and other, extreme wilderness areas were numerous. Electricity, obviously, was hard to come by. Custom shells or custom molds were simply not an option. A lot of the hearing losses we fit were in the severe to profound range and the resources we had at our disposal were less than adequate. So once we got back to Tulsa, we tried to find a solution to these challenges. We concluded, the solution had to include a more universal fitting device, and had to provide a means for quick and easy repairs too, because these faraway places unfortunately don't have hearing professionals on every street corner! The ideal solution also had to be durable and easy to use and maintain -- which makes for a pretty tall order!
AO/Beck: Let's start with the processor. Tell me about that if you would. Is it analog or digital?
SeboTek: We call it Voice Q and indeed, it is digital.
AO/Beck: And is it programmable?
SeboTek: Yes it is. Voice Q has over 45 adjustable parameters, Wide Dynamic Range Compression, directional microphones, programmable telecoil. The directionality is also programmable so you can adjust and tailor the polar pattern to suit the patient's desires. Plus, Voice Q has up to four, user selected memories. To control the programming, easy to use, user friendly, proprietary software was created
AO/Beck: User friendly is nice! What else can you tell me about the software?
SeboTek: Our goal was to have something fairly simple, but highly flexible. We didn't want the software to be overwhelming and I think it came out exactly as planned.
AO/Beck: What degree and type of hearing loss can you fit with the new SeboTek instrument?
SeboTek: We're fitting from mild to severe, flat to sloping hearing losses.
AO/Beck: Please describe how the SeboTek instrument is retained and how it's positioned in the ear?
SeboTek: One of the unique things about this product, and what makes it work so well, is that the only thing we're putting inside the ear canal is the receiver itself, which we refer to as the speaker.
We place the speaker deep down inside the ear canal so we don't occlude the canal like you would with a custom device. The speaker sits between the first and second bends.
AO/Beck: What holds it in place?
SeboTek: Prior to being inserted in the canal, an Ultra Soft Tip is securely positioned over the speaker. Custom designed for PAC using a medical grade silicone, the Ultra Soft Tip is stretched over the speaker with a special applicator tool. The front part of the ear tip resembles the open end of an umbrella. When properly positioned, the umbrella will rest in the bony portion of the canal and provide a fully effective seal.
AO/Beck: Do the tips come in different diameters?
SeboTek: Yes. In fact, there are seven sizes.
AO/Beck: How do these products hold up in an ear with cerumen issues?
SeboTek: The way we've designed it, it's fairly cerumen resistant so we don't expect significant challenges with cerumen build up inside the tips. We're anticipating PAC will actually be a preferred instrument for people who have been challenged with heavy build up of cerumen.
AO/Beck: Please tell me about the term PAC.
SeboTek: PAC is the acronym for Post-Auricular Canal, which is the term we use to describe how this device is physically situated on and in the ear. The processor rests in the post-auricular position, and the canal tip seals the bony portion of the canal, so we're creating a seal at that location. And as we said, there is a wire that is thinner than human hair, encased in a nearly invisible tube, and the wire connects the processor and the canal tip. We felt that this instrument warranted it's own category because it is different from any other hearing device.
AO/Beck: Let's insert a photo here, so the readers can see what the PAC system actually looks like.
AO/Beck: How is the speaker (in the ear canal) connected to the processor itself?
SeboTek: The speaker and processor are joined by an electrical connector system. We've designed the connector to be extremely easy to use. And although most hearing aid wearers could easily connect the components themselves, we designed the system to be managed by a professional, because if not done properly, it is possible to damage the connector.
AO/Beck: So it's a snap-on electrical connector?
SeboTek: Yes, a snap-on connection. When we designed it, the idea was that it would be replaced in the dispenser's office by just unsnapping it, throwing away the old one and snapping on a new one. In our opinion, PAC is the most discrete product on the market. And the electrical connection system assists in PAC being discrete. The wire connecting the processor and speaker is a translucent tubing that fits along the front of the ear. We have designed it in such a way that it picks up your skin tone so it becomes practically invisible. So regardless of your skin color, the tubing is almost invisible.
HH/Beck: That's very clever, and very important.
SeboTek: Another thing that's important is the type of tubing material we use, we purposely avoided using BTE tubing or other standard tubing, as those materials discolor and harden. We spent a lot of time testing different chemical formulations until we finally developed our own proprietory tubing that is very durable and will not show appreciable wear -- even after extended use. It's resistant to body fluids and contamination. We have a couple years experience with people using this tubing and we've yet to see the first case of hardening or discoloration.
HH/Beck: Very good. How long have you been working on this product?
SeboTek: We've been working on this specific product design for a little over three years. Since we have our dispensing facility as well as our manufacturing facility, we have the luxury to build prototypes, fit them on select patients, personally observe the instruments in use and make adjustments as we go. So that's pretty much how we approached this project. We have actually fit thousands of PAC instruments in our own dispensing facility.
AO/Beck: That's amazing. What is the FDA status?
SeboTek: A few years ago the FDA changed some of the filing requirements for hearing aid manufacturers. For standard, air conduction, Class One medical devices, we are not required by the FDA to file 510K or obtain pre-market approval.
AO/Beck: So PAC is commercially available, and the big introduction to the professionals will be at AAA in San Antonio.
SeboTek: Yes, we're really looking forward to that!
AO/Beck: Can you tell me anything about the distribution chain? Is everybody going to go direct to SeboTek or are there distributors?
SeboTek: All dispensers can contact SeboTek directly. We currently have several sales people, trainers and other support staff and we are aggressively adding more. If any of the readers would like to confidentially pursue a position with us, they can contact Bruce Gefvert, our Director of Sales.
AO/Beck: Do you guys have particular thoughts about how to demonstrate this product?
SeboTek: Yes, we do. The ability to demonstrate this product is very important. It's something you can fit quickly and efficiently, and the patient will generally realize the benefit right away. We have three wire lengths and seven different tips sizes, but the process you go through to measure those sizes and select everything takes less time than taking an impression of the patient's ear. You can Auto Fit them with our software and that allows you to demo the product easily and quickly. The demo process is important and it works great, especially for existing users who are pleased with the instruments they are already wearing. They can immediately tell the difference because of the soft fit, the reduction in occlusion, and the sound quality from the directional microphones and the digital circuit.
AO/Beck: I know there's a new website, if you can give me that address please?
SeboTek: It's www.SeboTek.com. Professionals can call our toll-free number too, 1-800-388-9041.
AO/Beck: Thanks for your time this morning. This sounds like a very interesting and innovative product.
SeboTek: Thanks Doug. We appreciate the opportunity to address the Audiology Online readers.
For more information on Sebotek click here.
Click here to visit the Sebotek website.
SeboTek: Sure Doug, that's great. Our start in the industry was back in the early 1980's when we started dispensing. After a few years, we began doing full service repairs which ultimately led us to manufacturing our own devices. We still have a very large dispensing facility in Tulsa Ok.
AO/Beck: OK, so then with a successful practice going, what inspired you to create SeboTek?
SeboTek: Over the years, we've been on a number of medical missions. On some of these trips, we attempted to provide hearing aids to people who needed hearing help. We began by fitting BTE instruments but were less than pleased with the results. The challenges we faced in jungles and other, extreme wilderness areas were numerous. Electricity, obviously, was hard to come by. Custom shells or custom molds were simply not an option. A lot of the hearing losses we fit were in the severe to profound range and the resources we had at our disposal were less than adequate. So once we got back to Tulsa, we tried to find a solution to these challenges. We concluded, the solution had to include a more universal fitting device, and had to provide a means for quick and easy repairs too, because these faraway places unfortunately don't have hearing professionals on every street corner! The ideal solution also had to be durable and easy to use and maintain -- which makes for a pretty tall order!
AO/Beck: Let's start with the processor. Tell me about that if you would. Is it analog or digital?
SeboTek: We call it Voice Q and indeed, it is digital.
AO/Beck: And is it programmable?
SeboTek: Yes it is. Voice Q has over 45 adjustable parameters, Wide Dynamic Range Compression, directional microphones, programmable telecoil. The directionality is also programmable so you can adjust and tailor the polar pattern to suit the patient's desires. Plus, Voice Q has up to four, user selected memories. To control the programming, easy to use, user friendly, proprietary software was created
AO/Beck: User friendly is nice! What else can you tell me about the software?
SeboTek: Our goal was to have something fairly simple, but highly flexible. We didn't want the software to be overwhelming and I think it came out exactly as planned.
AO/Beck: What degree and type of hearing loss can you fit with the new SeboTek instrument?
SeboTek: We're fitting from mild to severe, flat to sloping hearing losses.
AO/Beck: Please describe how the SeboTek instrument is retained and how it's positioned in the ear?
SeboTek: One of the unique things about this product, and what makes it work so well, is that the only thing we're putting inside the ear canal is the receiver itself, which we refer to as the speaker.
We place the speaker deep down inside the ear canal so we don't occlude the canal like you would with a custom device. The speaker sits between the first and second bends.
AO/Beck: What holds it in place?
SeboTek: Prior to being inserted in the canal, an Ultra Soft Tip is securely positioned over the speaker. Custom designed for PAC using a medical grade silicone, the Ultra Soft Tip is stretched over the speaker with a special applicator tool. The front part of the ear tip resembles the open end of an umbrella. When properly positioned, the umbrella will rest in the bony portion of the canal and provide a fully effective seal.
AO/Beck: Do the tips come in different diameters?
SeboTek: Yes. In fact, there are seven sizes.
AO/Beck: How do these products hold up in an ear with cerumen issues?
SeboTek: The way we've designed it, it's fairly cerumen resistant so we don't expect significant challenges with cerumen build up inside the tips. We're anticipating PAC will actually be a preferred instrument for people who have been challenged with heavy build up of cerumen.
AO/Beck: Please tell me about the term PAC.
SeboTek: PAC is the acronym for Post-Auricular Canal, which is the term we use to describe how this device is physically situated on and in the ear. The processor rests in the post-auricular position, and the canal tip seals the bony portion of the canal, so we're creating a seal at that location. And as we said, there is a wire that is thinner than human hair, encased in a nearly invisible tube, and the wire connects the processor and the canal tip. We felt that this instrument warranted it's own category because it is different from any other hearing device.
AO/Beck: Let's insert a photo here, so the readers can see what the PAC system actually looks like.
AO/Beck: How is the speaker (in the ear canal) connected to the processor itself?
SeboTek: The speaker and processor are joined by an electrical connector system. We've designed the connector to be extremely easy to use. And although most hearing aid wearers could easily connect the components themselves, we designed the system to be managed by a professional, because if not done properly, it is possible to damage the connector.
AO/Beck: So it's a snap-on electrical connector?
SeboTek: Yes, a snap-on connection. When we designed it, the idea was that it would be replaced in the dispenser's office by just unsnapping it, throwing away the old one and snapping on a new one. In our opinion, PAC is the most discrete product on the market. And the electrical connection system assists in PAC being discrete. The wire connecting the processor and speaker is a translucent tubing that fits along the front of the ear. We have designed it in such a way that it picks up your skin tone so it becomes practically invisible. So regardless of your skin color, the tubing is almost invisible.
HH/Beck: That's very clever, and very important.
SeboTek: Another thing that's important is the type of tubing material we use, we purposely avoided using BTE tubing or other standard tubing, as those materials discolor and harden. We spent a lot of time testing different chemical formulations until we finally developed our own proprietory tubing that is very durable and will not show appreciable wear -- even after extended use. It's resistant to body fluids and contamination. We have a couple years experience with people using this tubing and we've yet to see the first case of hardening or discoloration.
HH/Beck: Very good. How long have you been working on this product?
SeboTek: We've been working on this specific product design for a little over three years. Since we have our dispensing facility as well as our manufacturing facility, we have the luxury to build prototypes, fit them on select patients, personally observe the instruments in use and make adjustments as we go. So that's pretty much how we approached this project. We have actually fit thousands of PAC instruments in our own dispensing facility.
AO/Beck: That's amazing. What is the FDA status?
SeboTek: A few years ago the FDA changed some of the filing requirements for hearing aid manufacturers. For standard, air conduction, Class One medical devices, we are not required by the FDA to file 510K or obtain pre-market approval.
AO/Beck: So PAC is commercially available, and the big introduction to the professionals will be at AAA in San Antonio.
SeboTek: Yes, we're really looking forward to that!
AO/Beck: Can you tell me anything about the distribution chain? Is everybody going to go direct to SeboTek or are there distributors?
SeboTek: All dispensers can contact SeboTek directly. We currently have several sales people, trainers and other support staff and we are aggressively adding more. If any of the readers would like to confidentially pursue a position with us, they can contact Bruce Gefvert, our Director of Sales.
AO/Beck: Do you guys have particular thoughts about how to demonstrate this product?
SeboTek: Yes, we do. The ability to demonstrate this product is very important. It's something you can fit quickly and efficiently, and the patient will generally realize the benefit right away. We have three wire lengths and seven different tips sizes, but the process you go through to measure those sizes and select everything takes less time than taking an impression of the patient's ear. You can Auto Fit them with our software and that allows you to demo the product easily and quickly. The demo process is important and it works great, especially for existing users who are pleased with the instruments they are already wearing. They can immediately tell the difference because of the soft fit, the reduction in occlusion, and the sound quality from the directional microphones and the digital circuit.
AO/Beck: I know there's a new website, if you can give me that address please?
SeboTek: It's www.SeboTek.com. Professionals can call our toll-free number too, 1-800-388-9041.
AO/Beck: Thanks for your time this morning. This sounds like a very interesting and innovative product.
SeboTek: Thanks Doug. We appreciate the opportunity to address the Audiology Online readers.
For more information on Sebotek click here.
Click here to visit the Sebotek website.
