New Products and Update from Hansaton

Carolyn Smaka:  It is always great to talk to you. What is new at Hansaton? 

Bob Eastman:  Thank you for reaching out to us. I appreciate the opportunity. 

We’ve recently moved into a new facility.  We have expanded our operating space three times the size of our last facility.  Our custom lab has more room now to accommodate our growing custom business. We also added a new Training Center where we can train customers and staff.  In fact we have already conducted several customer trainings this summer.  This nice new environment allows us to spread our wings a little bit and is a great environment for our employees to serve our customers.  It is exciting to think that in just five years, we’ve laid this foundation and grown the company to this point.

Carolyn:  New space is always exciting, I’m sure for your employees as well as the customers who are coming for training.  How are things going on the product side?

Bob:  Things are going very well. The XearA line is now a full product family, with the addition of the Power and the Classic models this month. The sound quality of the new product line is excellent and the first fit is very good. The software is easy to use and more intuitive. Our customers have really endorsed this product.  The feedback from our customer’s has been that the XearA product line has made their jobs a lot easier and patient satisfaction has been high.  We have been pleased with the feedback from our customers and their patients.

Hansaton's new training facility.

Carolyn:  What’s new with the AQ rechargeables?

Bob:  The AQ instruments continue to remain on the cutting-edge of rechargeable technology.  In October, we’ll release a completely new, redesigned AQ Charger with improved features. The new smaller design has a fun look to it, functional and best of all easy to use.  The new charger will now utilize an internal data logger so user behavior can be analyzed. The AQ X-Mini RIC and the SLIM BTE models have been very popular.  What is interesting about the AQ is that even though the industry has seen a decline in ITE sales, our custom AQ business has increased significantly.  In addition to the new charger we also have a new ITE faceplate which enables us to build the AQ’s significantly smaller than before.  The AQ rechargeable line is a great family of instruments, both from the BTE and ITE options and also from a performance standpoint with the new XearA technology. 

Carolyn:  You mentioned that Hansaton is now five years in the U.S. market, but you have been in the industry much longer.

Bob:  Yes, I started my career in this industry 21 years ago on the financial side of the business with Rexton.  I have been blessed to have had nice mentors along the way to guide me and I have been surrounded with great people over the years to work with.  I have a great sense of gratitude and appreciation for my past and current colleagues.   I think that is the key to success – surround yourself with phenomenal people and let them grow professionally and personally.  I have had a great career in the hearing industry and I am very appreciative of that when I come to work each day at Hansaton.  I also get reflective thinking about the customers and friends I have known now for over 20 years. The industry has come a long way.  When I talk to some of my colleagues, we reminisce about the days when K-AMP was the latest technology and trim pots were considered cutting edge.  That history and experience also provides us some perspective and insight for the challenges we face now as an industry which will enable us to move into the future. 

Hansaton's new production lab.

Carolyn:  I know at other companies, you had an open door policy where you made yourself available to staff and customers.  Is that the case at Hansaton?

Bob:  Yes.  The door is still open.  We have a smaller team here at Hansaton.  I would like to believe that my employees can come to me at any time and have open discussions, good or bad in safe environment. We have a collaborative team environment and unsolicited opinions are welcome. We are open to new ideas and we generally adapt pretty well to the daily changes and challenges with our business. 

In addition, our main focus here is taking care of our customers.  We all need to be efficient and accessible.  Things get done here on real-time. My team is empowered to make decisions without bureaucracy, emails, and meetings.  We have to be able to communicate with one another about our customers’ needs and to find solutions to their issues. This type of management style works well in a smaller company environment where flexibility is important.  We can turn things around quickly; we can make quick decisions, execute and follow through. Fortunately, we have great people on board to do this.

In addition I always try to remain accessible to our customers and connect with them as much as possible.  It is the fun part of my job. It isn’t uncommon for me take calls at night if someone from the west coast calls and I am still working, I will take an order or talk with them about their practice and patients.  It’s important for me to know how their business is going and what we can do better to serve them. In larger companies, I know it can be more difficult for the president to be as accessible but I like doing it and I learn a lot in the process about my customers.

Carolyn:  It seems the industry is at a crossroads right now.  The market is not really growing but there is a lot of potential.  There are a lot of new challenges, too.  What opportunities are there for hearing care practices looking to grow?

Bob:  Traditional ways of marketing are not as productive as they used to be. Be open to different ways to do business in order to gain new customers.  Being open minded and flexible are the key attributes.  You have to think about some of the drivers that can bring in business.  Print advertising does not seem to be as effective as it once was.  Maybe consider doing some local SEO (search engine optimization) advertising to drive business to your practice.  Unbundle your services in order to see more patients.  Does participating in insurance contracts work for you and your practices?  Local and community seminars on hearing healthcare?  Partnering with local senior citizen facilities?  I know I threw a lot out there but in the end do what works for you and your demographics.  Everyone is different, every market is different.    If you are going to wait and expect people just to walk into your office, it is not going to happen as quickly as you want.  I do believe that primary driver for continual success is about providing an amazing customer experience – taking care of and going the extra step for your patients.  People that really took care of their patients four or five years ago are reaping the benefits now through word of mouth and referrals.

Also, analyze your competition and find your niche.  What do you do well? What makes your practice different?  What can you provide?  Do it well and good things happen. 

Carolyn:  Great advice, and probably similar to some things you have done at Hansaton, when you entered an established market of bigger players. 

Bob:  Right.  Today, every company has good products, software and service.  They would not be in business today if they did not.  The professionals out there have more choices than ever, really solid choices of companies, people and products.  It helps keep the manufacturers competitive.  And our industry still thrives on relationships.

Hansaton is unique because we have a smaller footprint, and we are a family-owned and operated business.  We are one of the few manufacturers, if not the last manufacturer out there who is truly independent.  Our focus is to provide the absolute best customer service while providing great products at an even better value.  We have a stake in our customer’s success and we are committed to their success.  So far our business philosophy has resonated with many customers.

Carolyn: Based on your 20+ years of experience in this industry, where do you see us headed in the next 5 – 10 years?

Bob:  That’s a good question. It is an interesting and exciting time in the industry.  The industry  seems to be getting more fractured amongst manufacturers and hearing professionals.  Both are taking clear positions on how they intend to grow their businesses and through what channels.  Not everyone agrees on what the other is doing.  It does create some interesting dialogue out there.  The new products (like apps for smart phones, patient programmable PSAPS) that are coming out are interesting as well and they are not coming from traditional sources which also has raised a few eyebrows. 

I would like to see the industry professionals, both the hearing professionals and manufacturers to continue to work together to create a sense of urgency to seek help for hearing issues.  This is a problem for professionals, manufacturers, and most importantly, all the people who struggle with hearing loss.  So many people live with hearing loss.  We hear the statistics over and over, yet there is no sense of urgency.  I would like to see the entire industry – manufacturers, professionals, academia and the media – pooling their resources to promote, educate and shift the current public perception and stigma of wearing hearing instruments.  Vision loss is not considered a public stigma or a sign or aging. Why is hearing loss seen differently? In terms of where we’re headed, that would be a great place to start.

Carolyn:  Amen to that.  Thanks Bob, it’s always great to talk with you.

To learn more about Hansaton, visit www.HANSATON-usa.com or the Hansaton Expo Page on AudiologyOnline.