Achieving a Return On Investment is not happenstance. It is a direct result of utilizing sound business practices. Dr. DuBrino has contributed 4 articles to Advance for Audiologists and Advance for Nurse Practitioners over the past 5 years that have presented the research and day to day experiences of consulting with various audiologists throughout the industry. Erecting a sign outside the office; and publishing one's name and picture in the newspaper has not guaranteed a successful marketing campaign that resulted in a bottom line that paid the bills and afforded the business owner a good living. The major obstacle in the hearing industry in assisting individuals to overcome their communication difficulties is to get them to pick up the phone and call for an appointment. Education begins with having an audience that is motivated to seek the information one has to offer. It must also address the concerns people have; and offer a solution in a way that gives them the...

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