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IDA UPDATE Partner Newsletter December 2019

New projects and initiatives Tools and resources Collaborations Research and education


4 12 16 22


Partnerships can change the world Making it personal Person-centered care, tears, and pixie dust Helping people with hearing loss through peer support


My Hearing Explained What’s new in the Ida Toolbox?


New partnerships Interview: CEO Ryan Leighton Ida University collaborations

RESEARCH AND EDUCATION 22 Research Grant Projects 24 Learning Hall: New look and new courses 25 New university course modules 26 Publications


In August 2019, the OECD launched a major study entitled ‘‘Putting people at the centre of healthcare.’’ The study illustrates the growing commitment from policy- and decision-makers to prioritize person-centered care (PCC) and ensure that patients are actively involved in decisions regarding their own care.


Managing Director

Today, person-centered principles are being integrated in national clinical standards and practice guidelines around the world. Articles on PCC in scientific journals and trade media are proliferating. Ida is invited to speak about PCC at major professional gatherings. Across public and private stakeholders in the hearing care sector, the demand for PCC has increased.


Despite this trend, the implementation of PCC by healthcare systems and providers is still lagging behind. As stressed in a recent white paper published by The Economist Intelligence Unit, the “transition from disease-focused to patient-centred models, where patients are participants in the decisionmaking process, is slow1.”

Jeanette Blom

CONTRIBUTING WRITERS Amanda Farah Cox Clint McLean Ellen Pucke

In effect, person-centered care is not something that healthcare providers can spread on a consultation like icing on a cake. Shifting from the traditional medical model for healthcare delivery to a person-centered approach requires profound changes not only on policy level, but also in our educational systems and in the way we deliver and perceive care. These changes can only be achieved through the joint efforts of all stakeholders involved — from policy and decision-makers, to educators, to practitioners, and patients. This is why we need to work in partnership to take PCC to the next level. Only by working together can we ensure the effective implementation of person-centered practices in hearing care.

DESIGN Adéla Hrdličková Marta Jeż

And if you are reading this, chances are you have already joined the movement. Enjoy! Lise Lotte Bundesen, Managing Director

The Economist Intelligence Unit, Adoption of patient-centred care: finding and methodology




PARTNERSHIPS CAN CHANGE THE WORLD Announcing the Person-Centered Hearing Network In August 2018, leaders in hearing care from across the globe assembled for the first meeting of the Person-Centered Hearing Network (PCHN). We created the network with one goal in mind: To make the implementation of person-centered hearing care a reality.

Banting and Best put their minds together and invented insulin. Larry Page and Sergey Brin’s friendship blossomed into Google. And Ben and Jerry created ice cream that has been comforting the heartbroken since 1978.

“Networks can create global influence and change,” said Melanie Gregory, Group Head of Audiology at Leightons Opticians & Hearing Care. “It’s not about critical mass, but critical connections — this is what will make the difference in what we can achieve.”

When the right partners get together, they can change the world. That’s the ambition of the Person-Centered Hearing Network.

PCHN projects

From awareness to action

The initial PCHN meeting established four foundational projects to help make person-centered hearing care a reality:

PCHN is a coalition of like-minded patient organizations, professional organizations, universities, and clinical practices involved in hearing care. Their goal is to improve hearing care by making person-centered care the global standard. At the inaugural PCHN meeting this summer, the Ida Institute’s Managing Director, Lise Lotte Bundesen, remarked, “Around the world, there is an increased recognition of the value of PCC, but the implementation in hearing care is lagging behind. We need to move from awareness to action and this network will allow us to create a global alliance working towards that goal.” The PCHN will build connections among different types of organizations, as well as across and within geographies. Members can exchange knowledge, share experiences, identify common interests, and foster new collaborations to advance person-centered hearing care at a speed not possible individually.


1. Establish a common PCC definition for policy-making, standards, and funding 2. Create a platform for professionals, academics, and decision-makers to share information about PCC 3. Co-create an online platform where PCC is illustrated from the patient’s perspective and resources enabling patients to be active partners in their own care are made available 4. Establish learning objectives and measurements for PCC in audiology education The PCHN will assemble annually to agree on a road map for the year ahead and establish concrete projects to facilitate the implementation of person-centered care in tangible ways. “Profound change to hearing care requires action on every level — educators, professionals, patients, and policy-makers,” said Bundesen. “The PCHN is


comprised of some of the most influential players in hearing care. We believe that through the strength of the network, change is possible and person-centered hearing care will become the global standard.” The inaugural meeting of the PCHN brought together a select group of participants from eminent healthcare organizations such as Mayo Clinic, the US Department of Veterans Affairs and the Danish Committee for Health Education, as well as representatives from Ida’s partner organizations, which include leading universities, professional organizations, and patient associations from around the world. For a full list of our partners, see page 17.

A SHARED DEFINITION One of the first outcomes of the PCHN is a shared definition of PCC. The purpose of the definition, which was endorsed by the participants of the inaugural meeting, is to support policy-making, standards and funding.

‘‘Person-centered care (PCC) ensures that people are equal and active partners in the management of their hearing difficulties. Designed around the individual, PCC focuses on and is respectful of people’s needs and preferences, involves family and other communication partners, and includes shared decision-making and goal setting.’’



MAKING IT PERSONAL How an Inspired clinic in Texas makes a difference one house at a time

Dr. Amy Badstubner’s clinic recently joined the Inspired by Ida program. Inspired by Ida is a benchmark of quality recognizing a commitment to person-centered hearing care. The label is awarded to professionals who have honed their counseling skills by completing two courses on person-centered care from the Ida Institute’s Learning Hall and agreed to the Inspired by Ida Code of Ethics. Clinics can also become Inspired by Ida if 80 percent or more of their staff have completed the training. We spoke to clinic owner Dr. Badstubner about joining the Inspired program and what person-centered care means to her practice.

All great things start with great ideas and Dr. Amy Badstubner’s idea arrived in the winter of 2014 while working as an audiologist in Dallas, Texas.

own audiology practice making house calls.

Shortly after New Year’s, while most of us were still full of ambition and anxiety about making the next 12 months better than the last, the audiologist got a call from a client who she knew was dying. The elderly client told Amy that their family was flying in to say their goodbyes. Unfortunately, her hearing aids were at the clinic for repair and she feared she would miss out on much of the visit. Amy decided to deliver the hearing aids to her client personally so she wouldn’t miss a moment of this last goodbye.

Five years later, house calls make up about 60 percent of Amy’s business, but clients also come to her Southlake, Texas, clinic. The cozy space in the stone bungalow is adorned with artwork and soft, comfy chairs. By design, the clinic puts the emphasis on the connection between the audiologist and the client rather than the tools and technology. Clients and their families feel compelled to linger and talk, which helps Amy learn the sometimes-personal information she needs to know in order to help them.

“As I was driving home,” Amy says, “I realized that I wanted to make house calls part of my job. What better way to give person-centered care than in a person’s own home?” So, Amy quit her job and started her

It’s often the personal touches that separate a good clinic from a sensational one. Amy’s small clinic has been voted Best Audiologist in their area four years in a row — thanks in part to the personal touches that color her


The difference between good and sensational

clinic. Her approach has been influenced by a history of jobs and volunteer positions where she’s worked with many different types of people. “Audiology is not my first career,” Amy shares. “My undergraduate degree is in music therapy, which led me to working mostly with people with intellectual disabilities.” Amy has also worked in the prison system and at a high school for deaf teenagers, volunteers with youth at her church, and is a foster mom.


“The greatest lesson I’ve taken away from engaging with so many different kinds of people,” she says, “is to meet each person where they’re at. You can help them get where they want to be, but unless you start where they are, you’re not going to be successful.” It’s a philosophy grounded in person-centered methodology — valuing the needs and preferences of the individual. Amy’s dedication to person-centered care leads her to continually tweak and improve the care she provides at her clinic.

changed and was able to express her reservations and fears. She even said that she thought I should be asking a third question: How high is your desire to wear hearing aids. It was so fun! And I could see her taking even more ownership of this experience.

“Hearing is a personal issue,” Amy continues, “not just one of hearing levels and word discrimination scores. What matters is how someone’s hearing loss is affecting their life and their relationships. Because hearing is such a personal thing, how can we not practice person-centered care?”

DR. AMY BADSTUBNER and her assistant Kim Levens at Elite Audiology Resources

Hearing is a personal issue “Giving truly person-centered care has always been important to me,” Amy explains. “So, when I heard about the Inspired by Ida program, I was interested because I knew it would give me the opportunity to look critically at how we are doing at being person-centered and to grow and course-correct a bit.” As well as being Inspired by Ida, Amy makes use of Ida tools. The most common one she uses with her clients is the Line. The Line is a deceptively simple tool that helps audiologists personalize and structure communication with their clients and encourages them to take action on their hearing loss. It helps to turn someone’s personal view on their hearing loss and their ability to act on it into motivation. Recently, Amy was with a client who came to the clinic only because her family insisted on it. She didn’t really believe she had a hearing loss. “But, when I brought out the Line,” Amy recalls, “she completely

FIND AN INSPIRED CLINIC To help people with hearing loss find hearing care professionals dedicated to person-centered hearing care, Ida has teamed up with, a new store locator that allows people with hearing loss in the US and Canada to find an Inspired clinic near them. Ida will be looking to expand the reach of Inspired by Ida by collaborating with other clinic locators.



PERSON-CENTERED CARE, TEARS, AND PIXIE DUST Becoming Inspired in Africa’s largest sub-Saharan pediatric hospital

Outside of the Red Cross War Memorial Children’s Hospital in Cape Town, South Africa, stands a statue of Peter Pan, the mischievous eternal child that teaches us that anything is possible if we just believe.

Inspired by Ida is a designation awarded to individuals and clinics that are dedicated to delivering person-centered hearing care and have completed a training program offered by the Ida Institute. The goal of the program is to encourage hearing care professionals around the world, like Silva Kuschke and her team in room S24 of the Red Cross War Memorial Children’s Hospital, to implement person-centered care in their practice. S24 is sandwiched between the ENT and speech therapy clinics on the first floor of the hospi-


tal. Four audiologists share one bright, open office with views over the Durbanville hills. Silva Kuschke, Cheri Pienaar, Lindiwe Ncube, and Nikki Tromp spend a lot of time together working closely and have become like family. They laugh together, eat together, and share stories about work and life. “We also have a kitchen,” Silva confides, “which we use for making tea and crying about our sad cases when we don’t want anybody else to see.” Collectively, the team sees about twenty out-patients a day — plus in-patients — at the clinic. Advanced middle ear infections, concerns about speech delays,

and infectious diseases such as meningitis and rubella are some of the reasons parents make the sometimes long and difficult trips to the clinic. The staff treat patients from across the country and the continent at large. Ida’s Managing Director, Lise Lotte Bundesen, welcomed the South African clinic to Inspired by Ida, saying, “The audiology clinic at the Red Cross War Memorial Hospital is admired around the world for their expertise and for filling such a crucial need. We’re thrilled they’ve become Inspired and focused on making

The entire hospital works together to achieve better outcomes for our patients.

The healthcare workers inside the hospital don’t have the advantage of pixie dust or the elastic laws of physics that Neverland does, yet they still work wonders, caring for about 250,000 mostly poor and marginalized children a year from across the continent. The Red Cross War Memorial Children’s Hospital is the largest subSaharan pediatric teaching hospital, and recently its audiology clinic became Inspired by Ida.


SILVA KUSCHKE and her team: Cheri Pienaar, Lindiwe Ncube,

and Nikki Tromp their counseling even stronger through greater attention to person-centered care.”

The diagnosis happened relatively late in life due to limited healthcare services in Zimbabwe.

After becoming Inspired, Silva says the clinic is now more conscious of putting their patients first and delving deeper than before to get to the root of each individual family’s challenges. “Our children and their families are at the core of our pediatric audiology clinic,” Silva explains. “Everyone else, including healthcare practitioners, supervisors, and support staff, are built around them. The entire hospital works together to achieve better outcomes for our patients.”

Silva asked the mom if she could screen the younger brother in case there was a genetic component to the hearing loss. She discovered the baby had moderate hearing loss. He’s now in a weekly aural rehabilitation program with the hospital’s speech therapy department and the older brother is thriving in a signing school.

Delving deeper made a huge difference recently when a mother from Zimbabwe brought her sixyear-old and one-year-old sons to the clinic. Silva’s team had recently diagnosed the older brother with a bilateral profound sensorineural hearing loss.

Person-centered care is proven to lead to more satisfied patients and better outcomes. Even if the children coming to see Silva and her colleagues in the sun-filled room with the wonderful view don’t know what person-centered care is, they and their parents will certainly appreciate the results. I guess you could think of person-centered care as a little bit of pixie dust.



HELPING PEOPLE WITH HEARING LOSS THROUGH PEER SUPPORT Mayo Clinic Connect and Ida’s Group AR tool connect people with shared experiences

Peer support groups are a powerful mechanism for empowering people with hearing loss. Whether online or in-person, the groups allow people to share their feelings and experiences, learn from others, and get emotional support. Ida has teamed up with Mayo Clinic and the Hearing Loss Association of America (HLAA) to set up a new online support forum for people with hearing loss through Mayo Clinic Connect. We also offer a full Group Aural Rehabilitation resource that helps professionals organize their own, in-person support group.

Mayo Clinic Connect Everyone experiences hearing loss differently. And yet, there are many things that people facing the same challenges can relate to. That’s why we partnered with Mayo Clinic and HLAA on Mayo Clinic Connect group for people with hearing loss and their communication partners. Mayo Clinic Connect is an online community where patients and families share experiences, exchange information, and find support from

people like themselves. The platform also provides trustworthy information and responds to community questions through activities like video Q&A sessions and news feed posts. “Peer-to-peer support is a natural extension of person-centered care,” says Ida Managing Director


Lise Lotte Bundesen. “We are proud to work with Mayo Clinic and HLAA on this online group that gives people with hearing loss a new avenue to connect with each other as well as with hearing care professionals.” Whether people with hearing loss and their communication partners are looking for information, advice, or emotional support, someone among the hundreds of Mayo Clinic Connect members in the group is sure to help. And if someone has tricks to share that have helped them meet communication challenges, there are many who would love to hear them. Popular forum topics include: Loops in public spaces, what event planners need to know about hearing loss, and things to help control tinnitus. Colleen Young, Community Director of Mayo Clinic Connect, sums the platform up like this: “The experience of hearing loss is so diverse. Overcoming barriers of geography, people connect online with others like them, build circles of trust, and dissolve isolation.” If someone you know could benefit from connecting with people facing similar challenges, direct them to hearing-loss


Group Aural Rehabilitation Research has shown that the people who participate in group aural rehabilitation programs lead to happier clients and lower return rates. These programs are an effective way of bringing multiple clients and communication partners together to discuss their experiences with hearing loss and hearing technology. Ida’s Group Aural Rehabilitation (Group AR) resource helps facilitators organize their groups and provides guidance to lead discussions on topics of interest to the group. Group AR session plans include suggestions for how to: Help clients identify communication challenges, introduce and practice anticipatory communication strategies, familiarize clients with communication strategies, introduce clear speech and lipreading, discuss emotions brought out by

hearing loss, review hearing assistive technology beyond hearing aids, and discuss the importance of self-advocacy. There’s also help for facilitating groups of parents who have children with hearing loss. Common topics for these groups are: Managing family, stress on the relationship between parents, technology selection and management, and social stigma. Whether you’re starting a group for the first time or looking for new activities to try with your current group, Group AR is a comprehensive source of materials to make your program a success. To learn more about how to start your own group and get inspiration for sessions, visit our Group AR page at



MY HEARING EXPLAINED New tool helps people better understand their hearing test results

The Ida Institute has just launched a new tool, My Hearing Explained, that helps hearing care professionals explain hearing test results in a person-centered manner. The tool is the outcome of an extensive innovation process involving patients, hearing care professionals, and academics in defining how to relay hearing test results using terms and symbols that everyone can relate to.

The audiogram is a valuable tool for hearing care professionals, but it can be difficult for clients and their communication partners to understand. In 2018, the Ida Institute conducted a survey to assess patients’ understanding of their hearing test results. Participants in the study rated their understanding of the audiogram 6 out of 10 and their ability to relay that information to friends and family only 5 out 10.


This prompted Ida to develop a new tool, My Hearing Explained, which allows hearing care professionals to communicate hearing test results to patients using simple terms and familiar icons to illustrate how hearing loss affects them. The new tool is a conversation guide that uses three simple terms — volume, clarity and brain energy — to explain hearing loss.

There is room for the professional to note what the patient hears, what they struggle with, and their most important communication situations. There’s also space for comments about assistive devices, communication strategies, and other personalized recommendations. “The beauty of this tool is its simplicity,” says Ida’s Managing Director Lise Lotte Bundesen.


“It takes complex information and makes it easy to explain by guiding the conversation and using simple icons. It helps both the hearing care professional and the person with hearing loss.”

Designed with patients in mind The tool, which supplements the audiogram, is the outcome of a thorough process involving surveys, ethnographic videos, a focus group, interviews with patients and professionals, and desktop research, as well as an innovation workshop including patients, hearing care professionals and academics. A prototype of the tool was

then tested in clinics and at a number of patient and professional events. “All Ida tools are based on userdriven innovation. While the end-product is simple at first glance, a lot of thought has gone into developing a tool that meets the needs of the users,” says Bundesen.

Helping people explain their hearing loss My Hearing Explained is a takehome sheet that people can use to explain their hearing loss to others. By making it easier for people to relate their hearing loss to their communication partners, the tool helps people

get the support they need from others to adhere to treatment recommendations and better manage their hearing loss in daily life. “Hearing loss is a social challenge, so it’s vital for people to be able to explain their hearing loss to friends, family, and coworkers,” explains Bundesen. “My Hearing Explained is designed to support communication with the patient, help them understand their hearing loss better and be able to convey their hearing loss to others.” Read more about My Hearing Explained and download the free tool at tools/my_hearing_explained.

Brain energy My energy for listening

Clarity My ability to distinguish sounds and understand speech

Volume (R) My ability to hear sound

Clarity My ability to distinguish sounds and understand speech

Volume (L) My ability to hear sound



WHAT’S NEW IN THE IDA TOOLBOX? Ida develops materials for clinical appointments, educational purposes, and for people with hearing loss to use at home to help them prepare for their next appointment. Over the last year, we’ve created new tools to support this mission and refreshed our existing resources to keep them relevant to changing needs and technologies.

Two new, free apps

Growing Up with Hearing Loss

New resource: Managing Hearing Loss at Work

We adapted our popular My World boardgame as a tablet-friendly app to make the pediatric counseling tool available in an easy-to-access digital format. The app allows children to describe their days, successes, and challenges by populating familiar environments with family, friends, and the things they enjoy.

Transitions Management has been renamed Growing Up with Hearing Loss and has been updated with a new chapter for ages 0-3.

Managing Hearing Loss at Work provides information for people with hearing loss to support their communication needs at work. The resource features a list of local organizations in more than 30 countries that offer information and support, plus videos, articles, a poster with communication tips for colleagues, and stories from people with hearing loss on how they’ve dealt with hearing loss in the workplace.

We also launched the Ida Tools app, which makes it easy to share specific tools with colleagues and clients from mobile phones and tablets and to bookmark the tools you use most often. Both apps can be downloaded for free from the Apple App and Google Play stores.


The resource focuses on significant transitions in the life of a child with hearing loss. The platform provides insight into new environments, social needs, and new skills. Each chapter is based on a developmental stage, making it easy to recommend the most relevant content to your client. The new chapter helps families recognize the changes and challenges of their baby or toddler and provides suggestions to support the child’s development.

Managing Hearing Loss at Work is an outcome of our “Partners in Hearing: Learning Together” workshop. This resource supports the workshop’s aim to produce educational and awareness-raising materials around hearing loss. Ida will continue to expand the resource by adding useful links and first-person stories from people with hearing loss about their experiences.


Resources revamped

Tools in translations

Two classic Ida resources have been updated to reflect current needs and research evidence. To make it easier to help clinics get their teams practicing person-centered care, we have streamlined the Change Guide. The updated resource makes it easier for teams to apply the appreciative approach and co-create an action plan for PCC.

As part of a project with our partners at the University of SĂŁo Paulo, a number of Ida tools and Learning Hall courses were translated into Brazilian Portuguese. We also launched Italian translations of Living Well, My Turn to Talk, and My Turn to Talk for Parents.

We have also added new session plans to our Group Aural Rehabilitation resource to help you address your clients’ needs and concerns. New session topics include lipreading, clear speech, and stress management.

All Ida tools are available for free at



NEW PARTNERSHIPS A warm welcome to all the new partners we’ve joined forces with since our last newsletter. As our network of universities and patient and professional organizations grows, so does our collective ability to make sure person-centered care filters through all facets of hearing care. Together we can make PCC an experience felt around the world. Now that’s something to get excited about.

Better Hearing Australia

The Canadian Academy of Audiology

Better Hearing Australia (BHA) is an independent hearing advocacy and consumer advice organization Down Under. BHA provides information and support online and helps thousands of people in person through branches across the country. The organization provides volunteer-run drop-in centers, educational programs, hearing loops, and education about acoustically-friendly design. Their support even extends to helping people achieve economic independence and social connectedness.

The Canadian Academy of Audiology (CAA) is a professional organization working to enhance the role of audiologists. They strive to be the main source of hearing care information for the Canadian public, are advocates for policy change, and fund important research.

In announcing our partnership, Caitlin Barr, CEO of BHA Victoria, said, “Person-centered care is an essential requirement for the future of hearing care and needs to transition from a term that many people use to a philosophy and approach that people follow and is tangible and measurable.”

University of Pretoria The audiology program at the University of Pretoria is the largest of its kind in Africa. It has a strong focus on research, collaboration, and service, and a history of international partnerships. It is currently in the process of becoming an official WHO collaborating center. Professor De Wet Swanepoel of the Department of Speech-Language Pathology and Audiology notes, “This partnership solidifies an existing relationship that we trust will support the dissemination and growth of person-centered care in audiology across South Africa and into Africa.”


“I believe that Canadian audiologists are taking a holistic approach, considering the multiple touchpoints of hearing loss and its impact on the overall wellness of the patient,” says Dave Gordey, President of CAA. “This perspective aligns well with the Ida Institute and their model of person-centered care. The Ida Institute are well known as experts in the development of habilitation and rehabilitation tools for children and adults with hearing loss and I believe our partnership will enhance Canadian audiologists’ knowledge on supporting person-centered care.”

Leightons Opticians & Hearing Care and The Hearing Care Partnership Our partnership with Leightons marks the first time we’ve signed an agreement with a clinical partner. The family-run business has been around since 1928, operates 34 practices of their own and supplies 100 independent opticians with in-house audiology services. So, it’s no surprise Leightons puts great efforts into their customer care. They’ve already launched an ambitious training program to strengthen the involvement of communication partners in the appointment and they’re using Ida ethnographic videos to help


optometry staff become more aware of hearingrelated challenges. CEO Ryan Leighton says, “Collaboration with the Ida Institute allows us to enhance our holistic approach to care and perhaps even extend some of the Ida Institute methods and tools to our optometry services.”

Utah State University Utah State University’s audiology program started 2019 with a goal to include person-centered care throughout their curriculum and clinical practices. They’re working to identify opportunities in existing courses where PCC content and skills can be added. They’ve also created a guide which explains the program’s commitment to person-centered care, outlines how PCC is incorporated throughout the program, and informs students how they will be evaluated. Department Head Karen Muñoz commented on the Ida partnership saying, “Person-centered care is the foundation of the work we do as audiologists and I appreciate the Ida Institute’s efforts to build capacity for PCC in audiology. The future of clinical practice is person-centered.”

British Academy of Audiology The British Academy of Audiology (BAA) is the largest association of hearing and balance professionals in the UK. They help their members

develop new and existing skills and provide quality benchmarks for them. Partnering with an organization that has goals so well aligned with Ida’s own offers exciting opportunities for each of us. One such project was a train-the-trainer event that launched our partnership. The event, called PCC Champions, saw our Ida champions Ena Nielsen, Cherilee Rutherford, and Natalie Comas training BAA professionals in how to use a person-centered approach more effectively in their daily practice. The goal is for the PCC Champions to get inspiration on how to train others in doing the same.

De Montfort University Person-centered care is considered throughout the development and delivery of the De Montfort University (DMU) audiology program. The Leicester, UK-based university specifically trains students in PCC methods and offers opportunities for students to gain experience in hearing care internationally. The DMU Global Initiative supports students in traveling with staff to provide audiology services in the developing world. Senior Lecturer at DMU, Charlotte Rogers, said, “Partnering with the Ida Institute is really important to us as a program. We have person-centered care at the root of all we do and we rely on Ida tools and theoretical concepts for teaching, learning and the development of our students.”

OUR PARTNERS Professional Organizations American Speech-Language-Hearing Association, US Audiology Australia, AU Brazilian Academy of Audiology, BR British Academy of Audiology, UK British Society of Audiology, UK Canadian Academy of Audiology, CA South African Association of Audiologists, SA Patient Organizations Action on Hearing Loss, UK Better Hearing Australia, AU The Ear Foundation, UK Hearing Matters Australia, AU Hearing Loss Association of America, US Høreforeningen, DK

Universities Aston University, UK Rush University, US University of Cape Town, SA University of São Paulo, BR University of South Florida, US University of Pretoria, SA The University of Queensland, AU University of Southern Denmark, DK Utah State University, US De Montfort University, UK Clinical Leightons Opticians & Hearing Care and The Hearing Care Partnership, UK



INTERVIEW: CEO RYAN LEIGHTON Building a better business with person-centered care

Leightons Opticians & Hearing Care and The Hearing Care Partnership became our first clinical partner this summer. Leightons has a strong history of person-centered care and is dedicated to building on it. As a business, they believe not only in the effectiveness of person-centered care, but also in its profitability. The family-run business has been around for 90 years and operates dozens of vision and hearing care practices in the UK. Their subsidiary, The Hearing Care Partnership, delivers hearing care within independent optician practices. We asked company CEO Ryan Leighton about the importance of PCC, their partnership with Ida, and how PCC can be used to deliver profits as well as satisfied clients.




How does a Leightons customer experience person-centered care? We don’t see PCC as a separate entity, rather, we aim for an infused approach. We’re not doing PCC; we are PCC. To achieve this requires systematic education about PCC throughout our optical, hearing, and customer support teams.

Is Leightons making use of any Ida tools or resources? We’ve found the Ida ethnographic films to be really powerful for raising awareness about the impact of hearing loss. We feel we know John and Gill [a couple featured in one of Ida’s ethnographic films] personally. Their perspectives and insights have helped to create a real call to action to address hearing loss sooner and include communication partners. They’ve helped us understand the importance of a patient’s daily life perspective — we are not here to fix ears, we’re here to impact our patients’ lives positively. We’ve also incorporated the Motivation Tools and the principles of the Living Well tool into the clinical process and in our on-going customer support program.

as conversation starters for the group. All I can say is that an animated conversation ensued. We could see that through this conversation couples learned something new about their other half and what it takes to manage communication on a day-to-day basis when there’s a hearing loss in the household. It was moving to see how couples developed empathy for each other and a plan for how to manage even better the next day. When the session came to an end, they quickly took the communication tools off the table to take home for further discussion. I think that says it all.

How do you create customer service that makes your business more competitive? We at Leightons & The Hearing Care Partnership connect deeply to our purpose which we refer to as ‘‘To See. To Hear. To Live.’’ So, all of our recruitment, training, and communication is about delivering on that purpose. We know that if we deliver on our purpose, then our patients will become our advocates. From this, the commercial aspect and the competitive advantage of the business is strengthened.

What advantages do you see in partnering with Ida? The partnership with Ida gives us access to the very latest thinking and approaches in PCC specifically related to hearing. It’s also really valuable for an organization like ours to be partnering with Ida in a way that allows us to have a seat at the table at global partner meetings and to see how Ida’s initiatives are being deployed around the world. Aligned to this is the understanding of how hearing loss is impacting people across the globe, and for sure it gives us a better and broader view of the role PCC must play in the future provision of audiology services. So, in many ways I believe it will help our business to adapt and evolve against the ever-changing external environment and conditions that will have a real and commercial impact on the provision of audiology services over the next five to ten years.

How have your clients and staff reacted to Ida tools and methods? We held some client focus groups to find out what our clients thought of the Communication Partners tools, and to understand the couples’ experiences managing hearing loss. The questions in the Communication Partners tools were used 19


IDA UNIVERSITY COLLABORATIONS Future generations of audiologists engaging with PCC through student projects

One of the outcomes of our collaboration with universities is the launch of several student projects. The projects help develop the students’ PCC skills, enhance their interest in person-centered theory and methods, and foster the translation of PCC into action. Here’s a roundup of recent student projects related to the Ida Institute.

Video projects Aston University students and staff created concise videos of appointments demonstrating shared decision-making skills. The videos, which show “howtos” and “how-not-tos” of an appointment, will be featured in an upcoming Ida Learning Hall course on the building blocks of person-centered care. Pablo De Los Arcos Diez, Saira Hussain, Christine Mitchell, and Becky Midwinter demonstrated their acting chops under the direction of Helen Pryce, Senior Lecturer at Aston University. Pryce explains why it was a useful project for students to undertake: “Person-centered care is a cornerstone of hearing therapy and all our students practice communication and counseling skills during their time with us. Hearing therapists need to be experts at combining counseling skills, technical knowledge, and knowledge of language, speech, and communication. Participating in videos like this is a great way to teach concepts like how easy it is for clinical encoun-


ters to slip into persuasion or prescription instead of shared decision making, and to really bring theory to life.”

The results suggest students around the world prefer PCC at a similiar rate to practicing audiologists.

Julia Côté, a Rush University audiology student, supervised by Patricia McCarthy, Professor and Audiology Program Director at Rush University, created instructional video aids for her final year capstone project to illustrate how Ida’s Communication Partners tools can be implemented in the appointment, and how they can work together to guide the person with hearing loss and their partner along their hearing loss journey.

“There is a growing trend toward use of PCC in audiology and health care as a whole. Monica and I were interested in exploring whether audiology students’ preferences toward PCC followed suit. Personally, getting to learn more through this project about what PCC is and the mindset behind it has inspired me to incorporate components of PCC with the patients I work with, especially shared goal setting and motivating the patients and their families to be active participants in their hearing healthcare.”

Student attitudes toward person-centered care Also under the direction of McCarthy, Rush students Anna Benson and Monica Thomas investigated student attitudes toward PCC, using the Ida university network to share the Patient-Practitioner Orientation Scale for Audiology (PPOS-A) with students.

Cultural adaptation of Ida resources Deborah Ferrari, Professor of Speech-Language Pathology and Audiology at the University of São Paulo, and Master’s student Rodolpho Camargo were awarded an Ida Institute Research Grant to adapt and


JULIA CÔTÉ Rush University Audiology Student

It is imperative that hearing care students be introduced to the concept of person-centered care early in their careers so it can be a guiding principle in their approach to hearing healthcare.

Patricia McCarthy, Professor and Audiology Program Director, Rush University

assess the Ida Learning Hall course “Client Engagement and Ida Motivation Tools” for Brazilian speech-language pathology and audiology undergraduate students. The faculty-student team translated the original course content to Brazilian Portuguese, and adapated the

content to fit Brazilian National Curriculum Guidelines. They also created new video and animated content to make the materials suitable for use in the Brazilian context. In the next phase of the project, they began assessing the courses’ efficacy for teaching motivational interviewing.

Initial results suggest there was an increase in students’ evaluation of the importance of motivational interviewing and also in their confidence in applying motivational tools. The course will be available soon as a free online course on Coursera.



RESEARCH GRANT PROJECTS The Ida Research Grant was established in 2016 to further evidence related to Ida Institute methods and tools and demonstrate the effectiveness of person-centered care in hearing rehabilitation. Every year, the Ida Research Committee chooses new projects to fund. Here is an overview of the latest completed and on-going research projects.

2019 RESEARCH GRANT PROJECT Realizing the benefits of group aural rehabilitation in rural Newfoundland: An innovative knowledge translation approach to improve outcome for hearing loss in a specific rural sub-culture This project invites people with hearing loss in rural Newfoundland to participate in three group aural rehabilitation sessions. The study will determine if attending the sessions leads to a change in participants’ knowledge, confidence, and readiness to take action, and gather evidence of action taken related to their hearing loss. Principle researcher: Anne Griffin, MSc Co-investigators: Taylor Burt, BSc

that audiology students and clinicians can use to reflect on patients’ needs within and outside the context of an appointment. Principle researcher: Andrea Simpson, PhD Co-investigator: Renee Garrucio, MSc, Clare Delany, PhD, and Stella Ng, PhD

Does viewing ethnographic videos change audiology and speech-language pathology students’ clinical self-efficacy and anxiety in commencing clinical placements?

The use of ethnographic videos as a tool for critical reflection in audiology ethics education

This study aims to explore the effect of observing the Ida ethnographic videos on first-year audiology and speech-language pathology students’ confidence and comfort in interacting with patients.

The goal of this project is to use Ida ethnographic videos along with theories on ethics and guiding questions to develop an educational resource

Principle researcher: Nerina Scarinci, PhD Co-investigators: Kristen Tulloch, PhD, and Christopher Lind, PhD



2018 RESEARCH GRANT PROJECTS Adaptation and assessment of the online course “Client Engagement and Ida Motivation Tools” for Brazilian speech-language pathology and audiology undergraduate students The aim of this project is to translate the Ida Learning Hall course, “Client Engagement and Ida Motivation Tools” into Portuguese and assess the efficacy of the course among audiology students in Brazil. Principal researcher: Deborah Ferrari, PhD Co-investigator: Rodolpho Camargo, BA

Decision-support and help-seeking on a smartphone screening app This project uses the hearing test app, hearZA, and the Ida Institute’s Why Improve My Hearing? decision tool to detect hearing loss in individuals in South Africa. Individuals who fail the hearing test will be linked to their nearest hearing care

professional. The project will look at uptake of the recommendation. Principal researcher: Karina Swanepoel, BA Co-investigator: De Wet Swanepoel, PhD, David Moore, PhD Learning to “walk the walk” with “Time and Talk:’’ Evaluation of changes in person-centered communication skills of audiology and speech-language pathology students This project looks at the effectiveness of the Ida Institute’s Time and Talk tool in changing the communication styles of audiology and speech-pathology students in an effort to make them more person-centered. Findings will inform a larger study on person-centered communication education. Principal researcher: Caitlin Barr, PhD Co-investigators: Nerina Scarinci, PhD, Monique Waite, PhD, Jessica Vitkovic, PhD, and Samantha Tai, MA

2017 RESEARCH GRANT PROJECTS How do NHS audiology patients use the Ida Telecare platform and what are the ‘‘active ingredients’’ of the Telecare tools?

Assessing a patient-centered online audiological rehabilitation tool to empower patients to manage their hearing loss sucessfully

This study examines how appropriate the Ida Telecare tools are for people attending an NHS audiology clinic and how easily they can be used. The study also aims to identify the ‘‘active ingredients’’ of the tools in relation to changing health behaviors and factors that might hinder patients’ use of the tools.

The aim of the study is to look at whether Ida’s Why Improve My Hearing? online tool can be used within the NHS, providing detailed insight into how the tool was used and what people thought about it.

Principle researcher: Helen Henshaw, PhD Co-investigators: Melanie Ferguson, PhD, Melanie Gregory, BA, William Brassington

Principle researcher: David Maidment, PhD Co-investigators: Melanie Ferguson, PhD, Eithne Hefferman, PhD, Melanie Gregory, BA



LEARNING HALL: NEW LOOK AND NEW COURSES Ida has continued to expand our online learning offering, the Ida Learning Hall. This year we have launched two new courses. The course “TeleAudiology: Person-Centered Care from Afar,” written and presented by Frances Lockhart, offers a complete primer on how to implement telehealth into audiological practice in a person-centered manner. “Applying PCC in the Appointment,” written and presented by Samantha Tai, explores different models to translate person-centered methods from the theoretical to the practical. In collaboration with the University of São Paulo, we have translated existing Learning Hall courses “Living Well” and “Getting Started with Person-Centered Care” into Brazilian Portuguese.

EARN LEARNING HALL BADGES Every time you complete a course in the Learning Hall, you can claim a digital badge to showcase your newly-earned knowledge. Badges can be displayed on resumes, in email signatures, and on social media platforms. An administrative fee of $10 USD applies for each badge.


Ida has also made changes based on user feedback to make the Learning Hall platform even easier to use. The new Learning Hall is still designed around bite-sized learning that easily fits into user schedules, but with a more streamlined interface that makes it easier to track progress. Professionals and students can still earn free CEUs/CPDs as they increase their awareness of person-centered care.



Ida added two new modules to our University Course in 2019. To meet the constant demand for tinnitus management resources, we developed ‘‘An Introduction to Tinnitus and Its Management’’ with Dr. Amr El Refaie, Audiological Physician and Program Director of the MSc Audiology Program at University College Cork, Ireland. The module provides a broad introduction to the epidemiology of tinnitus, explores popular models that explain tinnitus and its assessment, and describes evidence-based management approaches.

To help audiology students understand how person-centered care will manifest in practice, we created the “Applying PCC in the Appointment“ module. Developed with Samantha Tai, lecturer, audiologist, and PhD candidate at the University of Melbourne, the module takes a practical look at implementing person-centered care through such models as the Four Habits and the Calgary-Cambridge Guides.

UNIVERSITY COURSE MODULES Module Module Module Module Module Module Module Module

1: Framing the Clinical Encounter 2: Audiologist’s Perspective 3: Client Perspective 4: Extending Person-Centered Care to Families and Children 5: Tele-audiology 6: An Introduction to Tinnitus and Its Management 7: Applying PCC in the Appointment 8: Cycle of Learning: Coming Full Circle



PUBLICATIONS Since January, 40 articles have been published referencing Ida tools and resources. Ida’s materials have also been featured in two text books. Here are some of the highlights from articles and research papers our work has been featured in this year. Hearing Loss as a Social Problem: A Study of Hearing-impaired Spouses and Their Hearing Partners

Informed DecisionMaking: When one size doesn’t fit all

Patient and FamilyCentered Speech Language-Pathology and Audiology

The Hearing Review

Audiology Today


Anthropologist Tine Tjørnhøj Thomsen and Ida Senior Anthropologist Hans Henrik Philipsen published a study describing how people with hearing loss and their partners experience and manage hearing loss in the context of their marriage or partnership. The study highlights how hearing loss puts pressure on personal relationships by complicating the conversational exchanges at the core of human interaction and illustrates that hearing loss cannot be considered an individual problem and that treatment should include communication partners.


According to an article by Katie Oestreich, the use of empirical evidence in audiology appointments is on the rise. Oestreich argues that combining empirical evidence with a person-centered approach can support the decision-making process. She cites a three-step model in which tests are conducted, options are reviewed, and the client makes a decision about how they wish to proceed and recommends using Ida’s Motivation Tools to guide the person with hearing loss through the process.

A new textbook by Ida’s partners at the University of Queensland offers a primer in person-centered care. The textbook by Dr. Carly Meyer, Associate Professor Nerina Scarinci, and Professor Louise Hickson, takes a blended learning approach and treats person- and family-centered care as a foundational element of audiology and speech-language pathology. It also marks the first time Ida tools are officially being recommended for use in speech-language pathology.


Audiological Counseling Practices: Survey of VA Dispensing Audiologists

Counseling-Infused Audiologic Care

Counseling with the Audiogram

Audiology Today

Inkus Press

The Hearing Journal

A survey conducted by M. Samantha Lewis, Michelle Hungerford, and Garnett McMillan of audiologists in VA clinics looked at how much time was spent assessing patient motivation, patient self-efficacy, and counseling prior to or during a hearing aid fitting appointment. Ida’s Motivation Tools are featured as one means of assessing patient motivation and facilitating motivational interviewing.

John Greer Clark and Kristina English have published the third edition of their textbook, Counseling-Infused Audiologic Care. The new edition features updated research supporting person-centered care as an evidence-based practice, additional learning activities and discussion questions, and a series of clinical insights to accompany each chapter. The textbook features a number of Ida materials including the Possible Patient Journey, Myth Busters, Tinnitus Management, Group AR, and the Communication Rings.

loss about their experiences.

Ida Senior Audiologist Cherilee Rutherford coauthored an article with Niall Klyn, PhD, Neeha Shrestha, Bruce Lambert, PhD, and Sumitrajit Dhar, PhD. The article looks at how the audiogram is used to relay information to patients about their hearing. Though the audiogram was designed as a diagnostic tool, the authors conclude that it has potential to help in the counseling process and what needs to be taken into consideration to use it in a counseling context.

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Ida Institute Partner Newsletter 2019  

The Ida Institute looks back at a year of activities promoting person-centered hearing healthcare.

Ida Institute Partner Newsletter 2019  

The Ida Institute looks back at a year of activities promoting person-centered hearing healthcare.