For a year after purchasing Yarmouth Audiology, Yarmouth, ME, in January 2006, Lisa Klop, AuD, was virtually a one-woman show. In addition to practicing clinically, she juggled financial reports, payroll, taxes, and business regulations. She gained a real-world education in the ins and outs of practice ownership, and for that she is grateful.

She also recognized her limits.

"After the first year, I realized I could not wear all hats. I didn't want to give up time with my patients, which was going to end up being the ultimate cost," says Dr. Klop, who offers a full range of diagnostic services for adults and children at Yarmouth Audiology. Robyn Swallow, office manager, had stayed with the practice following its sale and was instrumental in obtaining the necessary contracts with 3^rdparty payers. She was already well trained in all aspects of billing and coding, for which Dr. Klop was immensely grateful. She also has arranged for the previous practice owner to assist with pediatric patients about 1 day a month.

"One person can't do it all. Your practice is going to be successful when you have people you can trust at your side," reflects Dr. Klop. "Office managers, accountants, bookkeepers, attorneys, and payroll services are invaluable resources.

"I guess you could say it takes a village."

Hearing Her Call

Dr. Klop's initial career choice was pharmacy. But, less than thrilled with the discipline, she paged through her college catalog in search of a career that might resonate further. In audiology, she found it.

The profession blended her academic interest in the sciences and her personal experience with hearing loss.

"I was diagnosed at age 5 when I answered the phone, put the receiver to my deaf side and told my mom no one was there," remembers Dr. Klop, whose loss in her left ear is severe to profound. In her right ear, she has mild to moderate loss.

"My parents sought the opinions of lots of specialists when I was first diagnosed. Then, when it was determined at that time I would not benefit from amplification, I didn't have my hearing tested again until college when I was in the audiology program at the University of Wyoming. It was then, in my first year of grad school, that I received my first hearing instrument."

Growing up in the '70s and '80s, Dr. Klop received no services in elementary and secondary school to help her cope with her hearing loss, other than preferential seating in the classroom. At the time, special education laws were in their infancy, as was assistive technology.

Thankfully, times have changed. Yarmouth Audiology offers a range of student-oriented audiology services, such as FM fittings, school in-services and professional input for individualized education plans and individual family service plans. The practice also offers an audiologist owner who understands what it is like to live with hearing loss.

"The chief way hearing loss has affected me, other than guiding my career choice, is a certain connection with my patients," says Dr. Klop. "I have had more than a few contact me specifically because I have hearing loss."

Lessons in Marketing

In addition to information learned in AuD classes through the Central Michigan University distance learning program and marketing seminars, Dr. Klop takes advantage of a comprehensive marketing support package offered to Siemens S3 partners. Annually, a Siemens consultant works with Dr. Klop to develop a marketing calendar, plan and budget for the year. Training provided by the manufacturer has enabled the practice owner to calculate the return on investment of events, advertising and mailers and to determine which marketing avenues are most effective.

Word-of-mouth and regular contact with existing patients have proven the most reliable to date. Dr. Klop offers $50 supermarket gift cards to patients who refer family and friends who purchase hearing aids, and she keeps track of those who defer hearing aid purchases to follow up with later. Twice a year, she taps her patient database and issues a mailing that is usually tied to a free lunch-and-learn, open house or some other event.

"A good patient database from which you can do occasional mailings and newsletters is essential," she says. "They're relatively easy to put together and although the mailing costs can be expensive, they have the potential to produce significant positive results."

Advertising in major media outlets, or "marketing to the world" as Dr. Klop describes it, has yielded fewer returns for the expense. As a result, she's reduced the size of phonebook ads and tends to favor weekly shoppers and senior-themed inserts over larger, regional newspapers. Radio has yielded only mild success, although her practice's Web site has drawn new patients.

Dr. Klop credits the marketing assistance and front office training offered by Siemens with helping kick-start her practice and allowing a new entrepreneur to be competitive in the field. "I have found their services to be invaluable," says the audiologist, who, in addition to Siemens, also dispenses Sonic Innovations, Oticon and ReSound products in her practice.

Risks and Rewards

Since moving to Maine in 1995, Dr. Klop has worked consistently to advance her profession in the upper Northeast. In 1999, she helped found the Maine Academy of Audiology. She also participates in planning the Maine chapter's annual joint conference with the New Hampshire Academy of Audiology. In addition, she represents Region 1 (Maine, New Hampshire, Connecticut, Massachusetts, Vermont, Rhode Island, and New Jersey) on the American Academy of Audiology's State Leaders Network Committee.

"It keeps me busy," she says. "But fortunately I have an understanding spouse who knows the words, 'I have a meeting, conference call, etc., tonight.' "

So it was Maine's gain when the audiologist, living more than 1,000 miles away in Albany, GA, saw a job ad in ADVANCE for the Pine Tree Society in Bath, ME, and didn't hesitate to go north.

"Moving to a new state was not as daunting

for me as for the average person since my father was in the major construction business, and we moved all around the country as I was growing up," she says. "I definitely considered the move an adventure. Sometimes the greatest rewards are a result of taking risks."

One of roughly 40 practicing audiologists in her state, Dr. Klop considers herself rewarded. Having realized her ultimate career goal-private practice ownership-she hopes to grow her practice in the future so she can offer positions to fourth-year AuD students as a way to give back to the profession.

"I love the field of audiology and count myself lucky to be able to say I love what I do," she says. "Corny, but true!"

Jolynn Tumolo is a freelance writer in Morgantown, PA.