creating a new social norm for hearing care
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Monday, 07 October 2013 20:22

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The 4 Questions is now available to download for registered participants of Audira.

The 4 Questions: a framework for changing the social norm for hearingWhether you are a hearing aid manufacturer, hearing care professional, or an organisation or individual with an interest in hearing healthcare you will know that the current social norm results in the majority of people today generally avoiding hearing care.This publication will explain the steps we must take in order to systematically change this norm to one where people’s default inclination is to approach hearing care.

It centres around four questions that society must be able to correctly answer about hearing before they consider it relevant enough to take action. It’s the responsibility of all of us involved with hearing care to use the principles set out within these pages to ensure we are each providing society with the information it needs to answer those four questions correctly.

The 4 Questions

  1. When should I have my hearing checked?
  2. How do I detect a change in my hearing?
  3. Who uses hearing technology and is that me?
  4. When should I use hearing technology?

How would the typical person in the street answer these four questions today? More importantly, how should they answer them? And how can the hearing care profession and industry ensure they are able to answer them correctly? The answer is revealed in this insightful yet easy to read "manifesto". 

From the back cover:

"Hearing is one of our primary senses.Yet society generally regards it as an “optional extra”, allowing it to fade away unchecked until it has negatively impacted on a person’s quality of life, relationships, personal effectiveness and access to opportunities.

It is often not until many years later that hearing care eventually “steps in” to pick up the pieces, only to find itself facing resistance from negative attitudes and an individual’s desire to avoid the very intervention that will mitigate their acknowledged difficulties.

It is a quandary the hearing care profession and hearing technology industry have struggled with for decades without great success. Why? because we have been trying to address the symptoms, rather than the underlying cause: a defective social norm.

The 4 Questions: A framework for Creating a New Social Norm for Hearing establishes a change in direction for hearing care by identifying the four key questions a person has to answer before hearing technology becomes relevant to them, then providing a framework for ensuring society has what it needs to answer those questions in a way that fosters an approach response to hearing care.

Applying these principles at an individual level will make your own messages more effective, your response more certain and will reduce the amount of counselling and time required before someone says yes to using hearing technology.

Applying them systematically as an industry and profession will forever change the way society sees their hearing."

Early readers are describing the 4 Questions as:

"An excellent read, and long overdue."

"Very thought provoking. It’s refreshing to see a fresh view on changing the way we present ourselves to society."

Some great and relevant insights"

"A very thorough and impressive manifesto! It contains a multitude of good insights and ideas."

92 pages including:

    • The power of social norms
    • The 4 Questions: What a social norm for hearing needs to address
    • The new social norm for hearing
    • The principles of the new social norm
    • The process of changing the norm
    • The tools of changing the norm
    • The core messages
    • 1. When should I have my hearing checked?
    • 2. How do I detect changes in my own hearing?
    • 3. Who uses hearing technology, and is that relevant to me?
    • 4. When should I use hearing technology?
    • Transforming relevance into action
    • Situational triggers for hearing technology
    • Attributional triggers for hearing technology
    • Putting the principles of the 4 Questions into action
    • Appendix 1: Having a Hearing Test Needn’t Be ‘Risky’
    • Appendix 2: Establishing the threshold of Action
    • Appendix 3: Notes and References


Click here to download your copy of the 4 Questions now

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Curtis Alcock

Curtis J. Alcock is Founder of Audira » Think Tank for Hearing.

He was involved in design and marketing for 12 years before making the transition into hearing care nearly 12 years ago. He now runs an independent family-run hearing care practice in the United Kingdom and has spoken internationally on shaping the future of hearing care.

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