Interview with William J. Lankenau President and CEO, Siemens Hearing Instruments
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AO/Beck: Good morning Bill, it's an honor to meet you.
Lankenau: Hi Doug. Nice to meet you too.
AO/Beck: I'd like to start by telling the readers a little bit about your professional education and background. I know that you took over as President and CEO of Siemens Hearing Instruments in April of 2002, but if you don't mind, I'd like to start by speaking about your education.
Lankenau: Sure, that's fine. I have a bachelor's degree in mechanical engineering from what was called the Newark College of Engineering at that time, but is now called the New Jersey Institute of Technology. I also earned my master's degree in 1971, in mechanical engineering from Columbia University.
AO/Beck: How long have you been with Siemens?
Lankenau: I started with Siemens in August of 1990 as the vice president of manufacturing operations. At that time, the industry was going through some major transitions from ITEs and BTEs into canal hearing instruments and CICs. So there were many new and exciting challenges and it was a wonderful time to be at Siemens.
AO/Beck: Without giving up any corporate secrets - can you please tell me how large is Siemens, with respect to world sales of hearing instruments?
Lankenau: We're the world's largest manufacturer of hearing instruments. I cannot give you the exact quantity of hearing aids we manufacture, but approximately 1 out of every 4 or 5 instruments sold in the world, is made by Siemens.
AO/Beck: That's a lot of hearing aids! Bill, based on your own personal viewpoint, and the perspective you have based on 12 years of management at Siemens, what should the industry be focusing on over the next 3 to 5 years?
Lankenau: That's a great question. I think we need to take a pro-active approach to growing the business. In the USA, the business has been flat for the last 3 to 4 years and I think that has to do with many issues. Nonetheless, we need to develop strategies that get the information to the hearing impaired people and their families so they (the patients and their families) can make informed and educated decisions regarding their hearing health problems. The progress in hearing health care has been astonishing. Cosmetic issues, digital technology, shell technology, the quality of the products - all amazing! We need to get that information to the end users, and I think that's what we need to focus on, getting the word out. So in essence, we would certainly like to increase our market share, but perhaps more importantly, it is very important to grow the entire market.
AO/Beck: Bill, can you please tell me about the new Siemens facility in California?
Lankenau: Sure, this month we opened a new state-of-the-art, 28,000 square feet manufacturing facility in La Mirada, California. The facility features Siemens exclusive LasR™ Lab to create more accurate and comfortably fitting hearing instruments. We have an on-site audiology team, customer service, sales and manufacturing departments at the La Mirada facility. This facility will allow us to deliver the best products with world class quality & reliability, customer service and quick turnaround, to continue to meet the needs of our Hearing Care Professionals and their patients.
AO/Beck: Let's talk a little bit about the LasR technology. How is that working for Siemens? And, can you please describe the production protocol for me?
Lankenau: The LasR technology has proven itself to be highly effective and efficient. We are very pleased with the early results, and we anticipate even better results in the near future. LasR technology captures an image of the physical ear impression using three-dimensional scanning. After scanning, the LasR software draws a point-cloud image of the impressions in three-dimensional space. The raw data is used to create a surface of the virtual impression. The vent and receiver holes are then positioned, or repositioned, as needed. The unique software uses a highly complex algorithm performing millions of calculations to complete the process. Then, guided by the 3D-rendered data, a laser precisely builds the shell from a bed of medical-grade, powdered polyamide (nylon) shell material. This material meets stringent biocompatibility requirements and is stronger than traditional acrylic shells. The laser selectively creates, or sinters, the shell to unprecedented accuracy. Although the resulting shells are lightly bead blasted, overall there is minimal pre- and post-processing modification required. The finished shell has a textured surface, which provides a better, more secure fit in the ear. Once the LasR-made shell is complete, production of the instrument follows the traditional manufacturing process.
AO/Beck: What about the results from LasR? What do the patients, the dispensers and the audiologists tell you?
Lankenau: Basically it boils down to three main benefits of the LasR process. Better retention in the ear, improved all-day comfort and reduction in feedback. There are other benefits, such as lower return for credit rates too, but those are the primary three. Hearing instruments made with LasR shells are less likely to slip out because the shells precisely follow the contours of the ear. The surface of a LasR shell is not smooth. The matte textured surface is more natural in appearance, contributes to better retention in the ear and a better, more snug, yet more comfortable fit. The textured surface is also beneficial for patients with dexterity issues to handle because it is easier to grip.
AO/Beck: And where will all of this take us with regards to digital images of the ear?
Lankenau: That's a great question. I think everyone is excited about the possibility and the probability that someday in the next year or two or three, you may be able to directly scan a patient's ear right in your office and send the information electronically to a Siemens production facility, without ever making a physical impression. Very exciting concept.
AO/Beck: I agree, I think the ultimate goal of a digital scan, is the direct ear scan, without ever taking an ear impression! I know I would love that - as would my patients!
Lankenau: I think that's the future too. Not only could we instantly produce a perfect fitting instrument, but you could show the patient the virtual image of the hearing instrument in their ear, so they'll know what it's going to look like before the unit is even built. Another advantage is that given the audiogram and the physical constraints and characteristics of the ear, the instrument could be maximally tuned for less feedback, the physical design could allow less occlusion, and the receiver and mic positions might allow more high frequencies and on and on. So the digital revolution will certainly continue, and hearing instruments will continue to benefit from the multiple layers of advanced technology.
AO/Beck: Bill, thanks so much for your time. You're a wealth of knowledge, and it's a pleasure to work with you.
Lankenau: Thanks Doug. I appreciate your time too and we're very happy to help support Audiology Online and the work you do.
CLICK HERE to visit the Siemens Hearing Instruments website.
Lankenau: Hi Doug. Nice to meet you too.
AO/Beck: I'd like to start by telling the readers a little bit about your professional education and background. I know that you took over as President and CEO of Siemens Hearing Instruments in April of 2002, but if you don't mind, I'd like to start by speaking about your education.
Lankenau: Sure, that's fine. I have a bachelor's degree in mechanical engineering from what was called the Newark College of Engineering at that time, but is now called the New Jersey Institute of Technology. I also earned my master's degree in 1971, in mechanical engineering from Columbia University.
AO/Beck: How long have you been with Siemens?
Lankenau: I started with Siemens in August of 1990 as the vice president of manufacturing operations. At that time, the industry was going through some major transitions from ITEs and BTEs into canal hearing instruments and CICs. So there were many new and exciting challenges and it was a wonderful time to be at Siemens.
AO/Beck: Without giving up any corporate secrets - can you please tell me how large is Siemens, with respect to world sales of hearing instruments?
Lankenau: We're the world's largest manufacturer of hearing instruments. I cannot give you the exact quantity of hearing aids we manufacture, but approximately 1 out of every 4 or 5 instruments sold in the world, is made by Siemens.
AO/Beck: That's a lot of hearing aids! Bill, based on your own personal viewpoint, and the perspective you have based on 12 years of management at Siemens, what should the industry be focusing on over the next 3 to 5 years?
Lankenau: That's a great question. I think we need to take a pro-active approach to growing the business. In the USA, the business has been flat for the last 3 to 4 years and I think that has to do with many issues. Nonetheless, we need to develop strategies that get the information to the hearing impaired people and their families so they (the patients and their families) can make informed and educated decisions regarding their hearing health problems. The progress in hearing health care has been astonishing. Cosmetic issues, digital technology, shell technology, the quality of the products - all amazing! We need to get that information to the end users, and I think that's what we need to focus on, getting the word out. So in essence, we would certainly like to increase our market share, but perhaps more importantly, it is very important to grow the entire market.
AO/Beck: Bill, can you please tell me about the new Siemens facility in California?
Lankenau: Sure, this month we opened a new state-of-the-art, 28,000 square feet manufacturing facility in La Mirada, California. The facility features Siemens exclusive LasR™ Lab to create more accurate and comfortably fitting hearing instruments. We have an on-site audiology team, customer service, sales and manufacturing departments at the La Mirada facility. This facility will allow us to deliver the best products with world class quality & reliability, customer service and quick turnaround, to continue to meet the needs of our Hearing Care Professionals and their patients.
AO/Beck: Let's talk a little bit about the LasR technology. How is that working for Siemens? And, can you please describe the production protocol for me?
Lankenau: The LasR technology has proven itself to be highly effective and efficient. We are very pleased with the early results, and we anticipate even better results in the near future. LasR technology captures an image of the physical ear impression using three-dimensional scanning. After scanning, the LasR software draws a point-cloud image of the impressions in three-dimensional space. The raw data is used to create a surface of the virtual impression. The vent and receiver holes are then positioned, or repositioned, as needed. The unique software uses a highly complex algorithm performing millions of calculations to complete the process. Then, guided by the 3D-rendered data, a laser precisely builds the shell from a bed of medical-grade, powdered polyamide (nylon) shell material. This material meets stringent biocompatibility requirements and is stronger than traditional acrylic shells. The laser selectively creates, or sinters, the shell to unprecedented accuracy. Although the resulting shells are lightly bead blasted, overall there is minimal pre- and post-processing modification required. The finished shell has a textured surface, which provides a better, more secure fit in the ear. Once the LasR-made shell is complete, production of the instrument follows the traditional manufacturing process.
AO/Beck: What about the results from LasR? What do the patients, the dispensers and the audiologists tell you?
Lankenau: Basically it boils down to three main benefits of the LasR process. Better retention in the ear, improved all-day comfort and reduction in feedback. There are other benefits, such as lower return for credit rates too, but those are the primary three. Hearing instruments made with LasR shells are less likely to slip out because the shells precisely follow the contours of the ear. The surface of a LasR shell is not smooth. The matte textured surface is more natural in appearance, contributes to better retention in the ear and a better, more snug, yet more comfortable fit. The textured surface is also beneficial for patients with dexterity issues to handle because it is easier to grip.
AO/Beck: And where will all of this take us with regards to digital images of the ear?
Lankenau: That's a great question. I think everyone is excited about the possibility and the probability that someday in the next year or two or three, you may be able to directly scan a patient's ear right in your office and send the information electronically to a Siemens production facility, without ever making a physical impression. Very exciting concept.
AO/Beck: I agree, I think the ultimate goal of a digital scan, is the direct ear scan, without ever taking an ear impression! I know I would love that - as would my patients!
Lankenau: I think that's the future too. Not only could we instantly produce a perfect fitting instrument, but you could show the patient the virtual image of the hearing instrument in their ear, so they'll know what it's going to look like before the unit is even built. Another advantage is that given the audiogram and the physical constraints and characteristics of the ear, the instrument could be maximally tuned for less feedback, the physical design could allow less occlusion, and the receiver and mic positions might allow more high frequencies and on and on. So the digital revolution will certainly continue, and hearing instruments will continue to benefit from the multiple layers of advanced technology.
AO/Beck: Bill, thanks so much for your time. You're a wealth of knowledge, and it's a pleasure to work with you.
Lankenau: Thanks Doug. I appreciate your time too and we're very happy to help support Audiology Online and the work you do.
CLICK HERE to visit the Siemens Hearing Instruments website.
