AuDacity 2018 Conference

October 22-24, 2018
Gaylord Palms Resort
Orlando, Florida

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Schedule At-A-Glance

Monday, October 22, 2018

8:00 AM - 9:30 AM

Co-Morbidities Overview

Victor Bray, Ph.D.

9:30 AM - 10:00 AM


10:00 AM - 11:30 AM

Documenting Co-Morbidities

11:30 AM - 1:00 PM


1:00 PM - 2:30 PM

Healthcare Provider Collaboration on Co-Morbidities

2:30 PM - 3:00 PM


3:00 AM - 4:30 AM

Co-Morbidities Case Studies

4:30 AM - 5:30 AM

The Ins and Outs of Practice Accreditation

5:30 PM - 8:00 PM

Opening Event in Exhibit Hall

Tuesday, October 23, 2018

7:00 AM - 8:00 AM

Breakfast in the Exhibit Hall

8:00 AM - 8:30 AM

Welcome & President's Address

8:30 AM - 9:30 AM

Keynote Presentation: Lt. Gen. Mark P. Hertling

9:30 AM - 10:00 AM

Break in Exhibit Hall

10:00 AM - 11:30 AM

Presentation sponsored by CareCredit

11:30 AM - 1:00 PM

Lunch in Exhibit Hall

1:00 PM - 2:30 PM

Interactive Session: Building the Audiology Brand - Lia James

2:30 PM - 3:00 PM

Break in Exhibit Hall

3:00 PM - 4:30 PM

Dan Price, CEO Gravity Payments

5:00 PM - 6:30 PM

Final Reception in Exhibit Hall

Wednesday, October 24, 2018

7:00 AM - 8:00 AM

Member Breakfast

8:00 AM - 9:30 AM

Physician Marketing

Thomas Tedeschi, Au.D.

The End of Business as Usual: Three Tangible Skills for Long-term Success in Audiology

Brian Taylor, Au.D.

Marketing Tinnitus Specialty Care to Grow Your Practice

LaGuinn Sherlock, Au.D.
Torryn Brazell, MS, CAE

9:30 AM - 9:45 AM


9:45 AM - 11:15 AM

The Good, the Bad and the Ugly; Externs and Private Practice

Patricia Gaffney, Au.D.
Alyssa Needleman, Au.D.

Positioning Professional Care Value Through Innovative Practice Strategies

David Smriga, M.A.
Gregory Frazer, Au.D.
Dale Thorstad

Streamline Tinnitus Treatment in Your Busy Practice

Natan Bauman, Ed.D.

11:15 AM - 1:00 PM

Business Plan with Lunch

1:00 PM - 2:00 PM

Expanding the Patient Journey (and the Practice) with Hearables

H. Christopher Schweitzer, Ph.D.
Mark Kaal

Threat Hunting OTCs (Part 1)

Jacqueline Scholl, Au.D.

Optimizing Third-Party Reimbursements

Deb Abel, Au.D.

2:00 PM - 2:15 PM


2:15 PM - 3:15 PM

Telehealth: Shifting the Paradigm to Improve Access to Care

Dan Quall, Au.D.

Threat Hunting OTCs (Part 2)

Jacqueline Scholl, Au.D.

What the Future Holds for Practice Ownership

Craig Castelli and Panel

3:15 PM - 3:30 PM


3:30 PM - 4:30 PM

Practice Trends: Hearing Health Care or Consumer Electronics?

Amyn Amlani, Ph.D.

Threat Hunting OTCs (Part 3)

Jacqueline Scholl, Au.D.

The Future of Digital Marketing & Local Search to Generate Quality Leads

Gaetano Pizzi

Wednesday, October 24, 2018 — Early Career Professionals Track Session

8:00 AM - 9:00 AM

Rapid Fire Sessions

9:00 AM - 10:00 AM

Hiring and Managing a Team

10:00M - 10:15 AM


10:15 AM - 11:15 AM

Marketing Yourself and Your Practice

11:15 AM - 1:00 PM

Business Plan Competition Luncheon

1:15 PM - 2:15 PM

Negotiating Skills

Lia James

2:15 PM - 3:15 PM

Buying a Practice

Craig Castelli

3:15 PM - 3:30 PM


3:30 PM - 4:30 PM

Billing and Coding

Deb Abel, Au.D.

Course Descriptions

Expanding the Patient Journey (and the Practice!) with Hearables (Wednesday, 1:00 PM - 2:00 PM)

Hearables (and wearables) are increasingly able to validly claim speech intelligibility improvements, and hence may provide value as an add-on offerings for audiological practitioners. However, not all such devices allow clinics to provide minimal viable service. Additionally, low prices discourage treatment of hearable consumers (prospective new clients!) at the same level as traditional patients. We will show how new strategies of smart mixes of online, mobile, and in- store kiosks allow practice owners to create clinic-specific bundles that not only allow 'survival' in the 'OTC disruptive' market place, but provide competitive advantages when intelligently embraced.


  1. Attendees will learn strategies for creating Service Programs to incorporate Hearables and Wearables into their professional activities.
  2. Attendees will be given practical real world examples of how cloud, mobile and web tools can effectively improve the economics of a practice prepared and willing to embrace the changes in the product offerings to the public.
  3. Attendees will learn marketing strategies to implement these new strategies of coping and exploiting the disruptions that wearables and wearables portend.

Marketing Tinnitus Specialty Care to Grow Your Practice (Wednesday, 8:00 AM - 9:30 AM)

The American Tinnitus Association (ATA) has a long history of providing compassionate support for those who have tinnitus. Audiologists are the center of tinnitus specialty care, and surrounded by other healthcare providers who can help people with tinnitus but may not specialize in tinnitus, such as psychologists, psychiatrists, dentists, and physical therapists. Come learn how marketing tinnitus specialty care can grow your practice, while providing the compassionate support patients need. We will discuss resources for developing a strong foundation to provide specialty care and the benefits of supporting the ATA mission to drive traffic to your clinic. We will engage in a discussion about the answers given to questions frequently asked by people with tinnitus and provide common clinical scenarios.


  1. Participants will be able to discuss marketing strategies for building a tinnitus specialty clinic
  2. Participants will be able to discuss frequently asked questions and answers
  3. Participants will be able to describe the benefits of associating with the American Tinnitus Association

Optimizing Third-Party Reimbursements (Wednesday, 1:00 PM - 2:00 PM)

Patients and practice staff often don't know exactly what their insurance benefits entail—and that means they may not be getting the best care they can afford and your practice may be leaving valuable revenue on the table. This session will help attendees understand where to turn for accurate information, what questions to ask, and how to optimize commercial payer reimbursements.


  1. Identify essential contract language
  2. Obtain fee schedules from payers
  3. Define acceptable payments from payers for practice services

Practice Trends: Hearing Health Care or Consumer Electronics? (Wednesday, 3:30 PM - 4:30 PM)

Adoption of audiological services and technologies has decreased markedly since the introduction of digital hearing aids. The profession has turned to health behavior models to provide a rationale for improving uptake of professional services and technology. It has also been argued that patients perceive the profession from a consumer decision perspective, and not a hearing healthcare perspective. In this presentation, a literature review of health behavior models is provided, as well as a literature review on the consumer decision model, with both models assessing patient uptake. The outcome from this review and supporting literature will provide recommendations to professional that are expected to improve uptake of services and technology.


  1. Describe three reasons why hearing aid uptake remains stagnate
  2. Explain the different health behavior models and their purpose
  3. Identify and explain the limitations of present-day clinical practice that psychological impact the patient's perception towards professional services and technology

Positioning Professional Care Value Through Innovative Practice Strategies (Wednesday, 9:45 AM - 11:15 AM)

Today's hearing products consumer has many technological options, price-points and treatment paths to choose from. Soon, these options will include self-diagnosis and over-the-counter treatment for mild-to-moderate hearing loss. Yet, for many with hearing loss, effective long-term product usage is still best addressed with professional guidance. The challenge is to position the value of professional care effectively in this diverse environment. Presentation topics that will be covered will include using verification as a counseling/ goal setting tool, purchasing techniques to increase consumer value, examining an insurance-based practice model, strategic technology selection tactics, and a clinical services strategy for PSAP/OTC consumers.


  1. Attendees will learn how to differentiate their professional care in highly visible and tangible ways
  2. Attendees will learn how to leverage strategic buying tactics to level the cost playing field
  3. Attendees will learn how to play a role for consumers leaning toward self-treatment and over-the-counter options

Streamline tinnitus treatment in your busy practice (Wednesday, 9:45 AM - 11:15 AM)

Each tinnitus patient may have a very specific reason for their reaction or over-reaction to tinnitus. Several tinnitus inventories have been developed to assess the tinnitus handicapping index. These questionnaires are also helpful in monitoring the progress of the tinnitus treatment. However, there is a need to identify specific factors which are responsible for different degrees on the handicap tests. The Tinnitus Concern Questionnaire (TCQ) was developed to help patients and practitioners identify these concerns and streamline treatment.


  1. Will be able to list several main concerns of tinnitus patients
  2. Will be able to describe 'over-reaction' to tinnitus
  3. Will be able to identify the most important factor which is responsible for each patient's tinnitus concern

Telehealth: Shifting the Paradigm to Improve Access to Care (Wednesday, 2:15 PM - 3:15 PM)

This course examines the potential benefits associated with increasing utilization of telehealth technology. The course will take an in-depth look at the application of telehealth from diagnosis to treatment to follow-up care in a sample scenario. Additionally, we will explore potential applications to provide access to care for patients living in remote areas while also addressing operational issues associated with this model.


  1. Participants will be able to describe the potential operational and economic impacts of telehealth.
  2. Participants will be able to identify ways in which telehealth can be applied to sub specialties within a medical practice.
  3. Participants will be able to identify opportunities to provide better access and impact patient outcomes through continuity of care as a result of utilizing telehealth.

The End of Business as Usual: Three Tangible Skills for Long-term Success in Audiology (Wednesday, 8:00 AM - 9:30 AM)

Introduction: The three forces causing more clinics to unbundle professional time from delivery of products

  1. Big-box retail efficiency
  2. OTC legislation
  3. Managed care contracts

Part 1. How and why to calculate revenue per hour

  1. Gross profit requirements for a practice
  2. Available productive hours
  3. Value per minute per procedure
  4. Creating service fee schedule

Part 2. Separating routine from complex cases

  1. Non-audiological dimensions
  2. Audiological dimensions
  3. Service packages for complex cases

Part 3. Hearing Loss Self-management Skills

  1. The interview proces
  2. The service plan


  1. Learn how to calculate the revenue per hour in your practice and how to use this information to determine retail prices for a range of professional services
  2. Learn how to use proven clinical tools and interviewing techniques to separate routine from complex cases
  3. Learn how to teach patients basic hearing loss self-management skills

The Future of Digital Marketing & Local Search to Generate Quality Leads (Wednesday, 3:30 PM - 4:30 PM)

There is no 'digital strategy' any more - simply strategy in a digital world. The digital landscape is increasingly complex and continually evolving. This session will provide you valuable insights tapping user behavioral science to gain a better understanding of a consumer's hearing healthcare journey - and how they will undoubtedly intersect and interact with your digital properties. Learn about what your next new patient is searching for online; learn how about heat mapping and A/B testing to improve your site's conversion rate; and how to produce engaging content that makes your phone ring.


  1. Gain a better understanding of the hearing healthcare keywords that consumers are searching for online - and position your clinic to capture those opportunities
  2. Learn how people search, interact, and decide to make an appointment with a hearing healthcare clinic
  3. Learn how to improve conversion rates utilizing user behavioral science

The Good, the Bad and the Ugly; Externs and Private Practice (Wednesday, 9:45 AM - 11:15 AM)

Precepting externs in private practice can be a rewarding experience; however, there are many factors to consider when taking the plunge into being a preceptor. This talk will focus on the rewards of precepting an extern both financially and professionally along with the realities of reimbursement, professional issues, progression towards independence, and what happens when the student performance is not where it is expected to be. This talk will be interactive with case scenarios and input from the audience to explore how to improve communications, providing feedback and maximizing utilization in your practice.


  1. The participant will be able to describe how to maximize reimbursement while still integrating an extern in your practice.
  2. The participant will be able to describe methods to providing good and bad feedback to students while still maintaining a collegial relationship
  3. The participant will be able to identify clinical or professional concerns of a low performing student and working effectively with the university.

Threat Hunting OTCs (Wednesday, 1:00 PM - 4:30 PM)

Participants will be able to identify at least one way to diversify their skill set.


  1. Participants will be able to identify at least one way to diversify their skill set
  2. Participants will learn a minimum of three new ways to market and advertise on a frugal budget
  3. Participants will discover a minimum of three ways they can implement changes to prepare them for OTCs entering the marketplace