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Meet Jaysee Soto

Hi Jaysee, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Hello Reader, Thank you for taking the time to read about who we are and why we love to serve the hearing impaired in our community. My name is Jaysee A. Soto HAS, BC-HIS, and my story begins in the big apple, New York City. I was born and raised in the Bronx, NY, by two exemplary parents who emigrated to this country from the Dominican Republic. My parents came to America to search for a better opportunity for themselves and their family members living in the third world country. They worked very hard to provide for my siblings and me day in and day out. Their ambition and determination have always been a driving force in my life to do better, and I have learned many lessons from their example since a young age. Since childhood, my siblings and I were exposed to helping out in the business, which were Bodegas. This instilled the entrepreneurial spirit within me. Fast Forward through the years and us moving to sunny Florida in 2006, and today you’re reading the story of a very happy small business owner in my beautiful home city of Altamonte Springs. I am the owner and hearing care provider of Altamonte Family Hearing, a local Audiology Practice dedicated to reconnecting our patients to the sound of life. I have been working with the hearing impaired community since 2013, and from the moment I entered the world of Audiology, I fell in love with the work that I get to do and the lives that I can change daily. My Audiology career began while working with large corporations from West Palm Beach, Miami, and ultimately up to Central Florida.

As a Board-Certified Hearing Instrument Specialist, I work directly with my patients to learn the areas where they are struggling and find solutions and reconnect them to the sounds that move them. Without the opportunities presented by working in those large corporations, I likely would not be where I am today, and I am eternally grateful to them. However, those same entities tend to shift their warm, customer/patient-focused mantras and focus more on spreadsheets than people. I saw changes as an employee that didn’t align with my passion for helping my patients. From limiting time per appointment to increase profits and misleading marketing tactics to sway our seniors, I reached a point in my career where I knew that things could be better. I write these personal experiences not to build value in our practice but to evoke a sense of purpose and self-worth in the reader. I knew that I could do better, and I set out to do just that. My family is the most important thing in my life. My mission at Altamonte Family Hearing is to treat each patient as a member of the family. It’s a simple concept but an impactful one for our seniors. By taking the time to listen and treat their hearing care needs, they rest assured that we have a thorough understanding of the areas of opportunity in their hearing. This information, along with our thorough Audiological Evaluation, leads to hearing care beyond compare in our community. I am an expert at programming the latest hearing instruments. We carry all of the world-leading manufacturers in our office, from Signia, Oticon, Unitron, Resound, Phonak, Widex, and Starkey. If you or a loved one are having difficulty hearing those around you in groups, increasing the volume on your TV, or frequently asking others to repeat what they said, then I invite you to a free comprehensive hearing evaluation so that we can begin a customized hearing treatment plan just for you.

Would you say it’s been a smooth road, and if not, what are some of the biggest challenges you’ve faced along the way?
Our first year of business was filled with several obstacles and unforeseeable bumps in the road. From a world-wide Pandemic and an intense presidential year, the world of commerce changed dramatically in the blink of an eye. However, we maintained our patient’s health care as a top priority and rapidly adapted to the new world under the CDC guidelines. From changing to an appointment only schedule to limit walk-ins and ensure that no more than one patient was in the office at a time, to requiring face masks and a passed temperature screening upon entry, and screening our appointments for health care concerns before their visit, we made sure that everyone’s health was always top of mind. We also began to promote our telehealth services to treat our existing patients over web services if they needed assistance with their devices but were too afraid to come in. Although my initial thought was that this would be too challenging for the senior population, I was gladly proven wrong as most of my patients were enthusiastic about this option. Adapting to these changes was a new challenge, but one that we adjusted to with ease. The greatest challenge that I experienced this year was the loss of my father.

At only 63 years of age, my dad lost his battle with cancer. He has always been one of my biggest motivations to thrive and excel academically and professionally. His sacrifices and relentless drive to work and provide has always been a pinnacle of greatness in my life. I have continuously worked to make him proud and just as I embarked on this journey of opening my own practice, I lost him. I know he looks down upon us with a warm smile, but it has taken a great toll on us to adapt to a life without him. Covid-19 and all of the radical changes it has brought to our world don’t compare in any way to the loss I have experienced. I push forward to continue making him proud. I have had an incredible support team, which includes my wonderful wife Grace, my loving mother Altagracia, my siblings, close friends, and surprisingly some of my patients as well. 

Thanks – so what else should our readers know about Altamonte Family Hearing?
Altamonte Family Hearing is a small audiology practice located in Altamonte Springs, Florida. We specialize in providing the best in hearing healthcare for our patients. We do this by performing full hearing evaluations to find where the patient has a loss of hearing. This is followed by us finding a hearing treatment plan to help them hear within normal limits if still possible for their prescription. Our office also specializes in reprogramming existing hearing instruments for our patients. We have a full lab to maintain, modify, and repair most hearing instruments from the most popular manufacturers. Unlike most large corporate chains, we service, program, and dispense most of the major manufacturers, including Signia, Oticon, Unitron, Phonak, Resound, Widex and Starkey. We attend continuing education events from all the world-leading manufacturers to stay up to date with the best technology available for our patients. This was they can rest assured that our recommendation is unbiased and tailored to their needs. I like to mention that if you’re at a Toyota dealership, they will tell you that the Camry is the best vehicle. Before opening my own practice, I had an occurrence where my employer explicitly said to me that if I wanted to learn about a competitor’s technology, I needed to use my vacation time. He mentioned that they had a contractual agreement with one company, and that was all I needed to focus on learning. I was disgusted with this entire philosophy because it’s reflective of a structure that emphasizes profits and not patient care. To limit one’s education for personal greed over patient healthcare is one of the most offensive things happening in healthcare. Unfortunately, this is also present in medicine with big pharma, another subject for an even more extensive interview. I left that organization within two months of that conversation. I like to share this story because our seniors are generally unaware of these tactics against them in Audiology. Upon entering my practice, you will see a variety of the latest and greatest offerings from the six leading manufacturers of hearing aids. I always educate my patients about the differences and which is the best to meet their audiological needs.

What are your plans for the future?
Today, we are focused on extending our brand and what we offer to our community and focusing on being the most trusted choice in Audiology in Seminole County. I hope to expand our practice to our neighboring cities in the future.

Contact Info:

Image Credits
Images provided are courtesy of Erin Martin with Your Business Photographer.

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