As U.S. small business owners seek innovative ways to expand during a still unyielding economy, Sonus, part of Amplifon USA, has reached a milestone with the opening of more than 100 Sonus Franchise locations.

The milestone is an encouraging sign for audiology private practice owners and entrepreneurs looking for a proven approach to running a business and sets the stage for rapid franchise growth this year, according to Michele Fusco, MA, CCC-A, senior vice president of Medical Business Operations for Amplifon USA.

The milestone was reached over a two-year period, said Fusco.

Asked if the economic climate contributed to the success of Sonus Franchise growth, she responded, "Absolutely. It's very hard to get funding to start a new business now. We do a lot of loans for interested entrepreneurs. We talk to a lot of audiologists who are comfortable in the clinical realm but not necessarily in the business realm. They can see patients, which they're comfortable with, and lean on us for their business needs."

Because of the economy, she noted, practice owners have kept their staffs "pretty lean. Trying to wear so many hats and keep up with billing, compliance and payments is difficult with a lean staff." As Sonus Franchise owners, they can "see customers and allow us to do the background work."

Fusco anticipates that franchise growth will continue at a steady pace over the next five years. "Franchising is not as common in the audiology industry," she said. "As people get comfortable with the concept, it may grow quicker." Sonus Franchise owners "still have independence, but we help them with the services that may take them away from their practice."

While Sonus works with audiologists, hearing aid dispensers and entrepreneurs to open franchises, a practice must have audiologists on staff. "We do a lot of contracting with physicians that need audiological care," Fusco noted. Physician practices must offer audiology services at least two days a week.

Sonus Franchise provides professional structure, support and resources to reduce the risk that many fear about private practice. It provides the tools to manage and expand existing practices, as well as a method to transition a practice to a new owner.

"Audiologists don't necessarily get out of school with the full breadth of what is needed, such as marketing, billing and systems," Fusco said. "What is success? What is a good return on investment? We have been in the practice of building businesses since 1984. We provide all of the tools that could take them years to build. We can jumpstart them."

The market opportunity related to the aging population is palpable. By 2030 it is predicted that more than 36 million Americans will be 65 or older - more than in any other period in history - and they will need access to unprecedented levels of health care, according to Franchise Help-Healthcare Franchises.

With millions of people turning 66 right now, the first wave of baby boomers is coming, Fusco said. "Who will help practice owners stay on top of how they will want to be seen?"

Sonus acquires this information by tracking "everything from our first contact with the consumer. We survey every single patient using sophisticated computer programs. We know what they are reading, where they like to go online - it's a science."

The company also works with major manufacturers in the industry. "Technology has definitely improved over the last 10 years, but market penetration has remained the same - just 1 to 2 percent each year," she said. "It is about the patient experience and good customer care."

To date, Sonus Franchise owners have opened multiple locations in non-competitive territories. Sonus helps them grow their practices by providing marketing, administrative resources and tools.

The franchise model at Sonus was developed by a dedicated team, Fusco said. "There were other franchises in the industry, but there was never a franchise on the medical side that had a really close relationship with the medical community. We took the Sonus team and developed it into an ownership franchise."

In the past, Sonus was a corporate entity. "Everyone was an employee," she said. "Now they are owners, and we support them with services and systems. They own the practice, make local decisions, and focus on patient care. They're paying other people's salaries."

Looking ahead, she said, "We are truly looking forward to continued development of the Sonus Franchise opportunity in 2012 and are confident that our stellar executive team will provide the insight and leadership to do so. Our patient-centric approach applies not only to our consumer brands but also to the level of service we provide to business owners who are interested in becoming part of the Sonus family."

Sherry Fox is Editor of ADVANCE for Hearing Practice Management. She can be contacted at sfox@advanceweb.com.