My column in the Hearing Journal

At 4MyHearingBiz, courtesy of CareCredit, we get questions from hearing care professionals regarding how to run a successful practice. We hear everything from “How can I compete against the ‘Big Box’ retailers like Costco?” to “How can I offer lower-priced hearing aids and still make a profit for my practice?” and more. Experts provide the answers!

The goal of our “Ask an Expert” column is to get your questions answered by the people who are in the know—experienced, successful hearing practice owners, practitioners, and others who have first-hand knowledge about the business of hearing care.

Elissa Sorkowitz-Lejeune, HIS BC-HIS
Elissa Sorkowitz-Lejeune is a licensed hearing instrument specialist (HIS), and a partner in the highly successful, family-owned Royal Palm Hearing Aid Center in Florida. She has worked in the hearing care industry for more than 25 years, in all aspects of private practice, and also has hands-on experience in hearing instrument manufacturing. She has worked closely with all the major hearing instrument manufacturers and suppliers over the years, and continues to stay abreast of the latest available hearing aid technology.

As a private practice owner, how can I differentiate myself from the ‘Big Box’ retailers like Costco? Do I need to change both how my practice operates and also how I market the practice in my community?

It’s remarkable how many people go to Costco to buy hearing aids. It’s here to stay, for sure. What you need to understand is that the average user buys at Costco, or ‘Big Box’ one time. I’m not exaggerating when I say that almost on a daily basis someone comes in who has bought at a Big Box store and is ready for the next step. Obviously, hearing deficits do not go away–they continue to deteriorate and get worse. Big Box stores are what I call “a training bra.” Honestly, this is the same way I feel about PSAPs. Each of these is essentially “a training bra” for a longterm problem. Luckily, people get smart and realize they need more support, and more customization in their hearing care. Those people who buy from Costco can still become your clients.

The way to differentiate yourself from Big Box retailers like Costco is to take these people under your wing and make them understand that hearing loss is a longterm health issue that needs ongoing customized care. Explain to them the way that you work from the beginning. You are with them every step of the way in their hearing journey. That means personalization of their particular problem. You are giving them back quality of life with connectivity and personalization.

Answers to your questionsOne thing I can tell you for certain after being in the hearing industry my entire life, is that there is no particular solution that is the same for any patient. I see each of my patients at least every three months for adjustments, cleaning, and tweaking. I explain to them that 95% of the time that when their hearing aids are not working, it’s wax.

Letting your patients know that you are going to take care of their equipment perpetually is key to their success as users. Service is the key and the lifeline of your practice. Don’t let your patients go a day without hearing as much as possible–this commitment to care that is personalized to each individual is how you can win in the age of the “Big Box” retail giants.

Have a question? Please feel free to post a comment in our “Leave a Reply” section at the bottom of this article. We encourage readers to pose one or more questions for one of the experts to answer in the near future.

The “Ask an Expert” column is provided to the 4MyHearingBiz community by CareCredit, The Hearing Review, and various contributors from the hearing healthcare industry.

Image credits: RKG Photography; © Roman Motizov © Ilianamihaleva |

Your Hearing Potential and Demystifying Hearing

Your Hearing Potential and Demystifying Hearing

With so much confusion in advertising in our industry its often difficult to make decisions when searching for the correct amplification. I wanted to write about the way we do things in our practice to take the pressure off and ease your mind before you come in for a visit.
Number one, we want everyone to walk in relaxed and with an open mind. We are NOT sales people. We like to get to know our patients and find out about your lifestyle. We will discuss things such as dexterity, vision and communicative skills. We will test and evaluate your hearing, of course. We will match you with the correct and best technology to specifically meet your needs. 

At our practice, we allow our patients to experience their hearing potential with the latest products from our manufacturers. We represent all of what is referred to as the “big six”: Siemens, Resound, Oticon, Widex, Starkey, and Phonak. Most hearing aid providers aren’t able to do this. We are extremely proud that we have been able to stay independent. We make strides to ensure our pricing is less expensive than the stores owned by the manufactures themselves. 
Hearing is very much like a fingerprint, no one is the same because we all have different brains.  We believe in customization.  Come in so you can believe too.  It’s why we offer “Try before you buy” on all of our products.  You have absolutely nothing to lose.   

Experience your hearing potential.  We can’t wait to meet you!

Elissa & The Royal Palm Hearing Aid Centers family
Become a part of our family

Siemens Hearing Aid Wearers Share Their Experiences

Siemens Hearing Aid Wearers Share Their Experiences

Real people. Real stories.

Siemens hearing aids helped



Professional football player Reed Doughty shares his experiences with Siemens hearing aids

Reed Doughty

Siemens Aquaris waterproof hearing aids enable professional football player Reed Doughty to play the game and inspire others.

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Kristle Cowan speaking about her Aquaris hearing aids

Kristle Cowan

Kristle Cowan benefits from Aquaris waterproof hearing aids, allowing her to participate on the school swim team.

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Aquaris - Lydia King

Lydia King

Lydia is a 14-year-old from North Carolina. She lives at the beach and loves watersports. Aquaris waterproof hearing aids allow her to hear in water.

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Aquaris - Susan Kladitis

Susan Kladitis

Susan works as a customer service representative at a local bank. She likes kayaking, boating, and fishing. For her life on the water, she wears Siemens Aquaris hearing aids.

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Aquaris - Kirsty Swain

Kirsty Swain

Kirsty, finalist from the UK version of So You Think You Can Dance, talks about how Siemens AquarisTM with miniTek® allows her to lead an active lifestyle despite hearing loss.

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Aquaris - Gary Ranck

Gary Ranck

Gary had nothing but trouble with hearing aids due to his heavy perspiration from his favorite hobbies of staining glass and woodwork. But Gary learned of Siemens Aquaris, and now gary lives without restrictions.

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Patty Koele Testimonial of Pure Hearing Aids

Patty Koele

Patty Koele will never miss out again with her Siemens Pure hearing aids and miniTek accessory.

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Greg Van Dell Testimonial

Greg Van Dell

Greg Van Dell’s Pure hearing aids are music to his ears. As a guitarist and avid music lover, Siemens Pure was the perfect choice for him.

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Pure - Tom Wertman

Tom Wertman

Tom is a proud parent and works as a regional manager for a dairy company. With Pure® and miniTek he found a solution that matches his lifestyle.

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Pure - Clayton Freeman

Clayton Freeman

Clayton, a tech-savvy teenager, has hearing loss, but with Siemens Pure and Tek® he can hear normally and can use his mobile devices.

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Pure - Stephen Franklin


Stephen Franklin

Stephen Franklin is a lead engineer who will never miss a rocket launch with Siemens Pure hearing aids.

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Motion - Lary Crum

Larry Crum

Larry is a long-time minister from Michigan. He is an avid hunter and enjoys the great outdoors. But, at only 35, he noticed he had hearing loss. Hear how happy he is with his Siemens Motion® 701 hearing aids.

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Rocky Johnson Video Testimonial

Rocky Johnson

As a sales executive with a very active personal life, Rocky needed something discrete & mobile. He found this, and tinnitus therapy, with Siemens Eclipse hearing aids.

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miniTek. One touch. Endless possibilities. -Siemens

miniTek - with Pure micon

One touch. Endless possibilities.

miniTek™ is everything you want from a wireless solution and more. It is an automatic streamer. An intuitive remote control. It syncs all your high-tech gadgets with your hearing instruments, and connects you to multiple devices simultaneously. miniTek is your link to the richest listening experience possible. At the touch of a button.



  • Remote control and streamer in one small and stylish device
  • Transmits audio signals to both ears in true stereo
  • Works with all Siemens wireless hearing instruments
  • Siemens offers the only wireless solutions with miniTek and Tek that supports CICs (Completely-In-the-Canal)
  • Discreet and convenient one-touch operation


  • Connects numerous audio devices with your hearing instruments
  • Multipoint system works with two phones at once
  • Connects two transmitters simultaneously
  • Communicates with nearly all Bluetooth® wireless devices
  • Supports 3rd party Bluetooth® wireless transmitters
  • Additional connectivity with DAI plug and T-Coil
“The Bluetooth® word mark and logos are owned by the Bluetooth SIG, Inc., and any use of such marks by Siemens AG is under licenses. Other trademarks and trade names are those of their respective owners.”
miniTek - man with miniTek