The questions practice owners actually ask, and our honest answers.
The questions on this page are the ones we get from practice owners who are seriously evaluating amplifyOMS. The answers are the same ones we would give on a demo call, from one practice owner to another. If something is not covered here, the demo conversation handles it directly.
About amplifyOMS.
Who built amplifyOMS, and why?
amplifyOMS was built in 2016 by Dusty Potter, a board certified hearing instrument specialist (NBC-HIS) who was running twenty-two hearing care clinics across Texas at the time and needed an operating system to run them. The OMS he was paying $2,700 a month for would not load on his phone, and he could not see day-of-clinic performance across his locations from the road. He partnered with a technical co-founder, Shubhayan Mukherjee, and built what he needed. The personal solution became a commercial product because Shubhayan recognized the market opportunity.
Who owns the company?
amplifyOMS is owned by Dusty Potter (founder, board certified hearing instrument specialist, past president of the Texas Hearing Aid Association, twenty-five years in hearing care) and Shubhayan Mukherjee (technical co-founder, AWS infrastructure, software portfolio across medical and audiology verticals). The company has no venture capital investors, no private equity owner, no payments-processor parent company, and no hearing aid manufacturer alliance. For you, that means the roadmap answers to practices, not to investors looking for an exit or a manufacturer steering you toward its own devices. What gets built next is whatever makes a real hearing care practice run better.
How do I know amplifyOMS will still be here in five years?
This is a fair question for any audiology PMS evaluation, because you are choosing a system you expect to run for ten years or more. The honest answer has three parts. First, retention: practices that go live on amplifyOMS stay on amplifyOMS. We will not throw out a churn percentage we cannot back with methodology, but the pattern is simple, and it holds because the platform holds up under real production use. Second, founder alignment: Dusty runs his own multi-location practice on amplifyOMS every day, so the platform continuing to work and continuing to evolve is the same question as his own practice's continuity. That is a structurally different motivation than a vendor whose reason to stay in the market is the next funding round. Third, reach: Dusty's work in hearing care touches over 400 clinics across the industry through the broader stack he has built, and amplifyOMS is one layer of that stack. The short version is that the person who built it depends on it, and so does everything else he has built around it.
Pricing and commercial terms.
How does the four-tier pricing actually work?
Four tiers, published with full visibility. Startup at $97 per month is built for solo or recently launched practices, or practices working through their first 250 patients, and graduates to Growth after a year or 250 patients, whichever comes first. Growth at $149 per month is the tier for established independent practices, and adds unlimited patients, multi-clinic architecture so you can add locations without re-platforming, and automated appointment confirmations and review requests. Professional at $249 per month adds online appointment booking, QuickBooks Online sync, insurance filing, credit card processing, and Noah and Noah ES integration. Premium at $495 per month includes the full Growth Engine and lifecycle automation.
What does multi-location pricing look like?
Additional full-time clinics are priced at half the cost of your initial location. Additional part-time clinics are priced at twenty-five percent of your initial location. Practices with more than ten clinics negotiate custom pricing directly with Dusty. The structure rewards growth rather than penalizing it; the per-clinic cost goes down as the practice scales, which is the opposite of the per-seat pricing that dominates enterprise software.
Do you take a percentage of our revenue or our payment processing?
No. We do not take a percentage of your revenue. We do not take a percentage of your payment processing. There is no transaction skim. The price is the price. amplifyOMS works with whatever payment processor you choose, and the economics of that processor stay between you and them. The flat-fee pricing is a deliberate posture in a category where revenue-share and transaction-skim arrangements are common.
Migration and switching.
Will my data come through cleanly?
This is the central migration question, and the honest answer is that practices often come out of the migration with a more complete patient database than they had on the prior system. We know the data schemas inside Sycle, Blueprint, CounselEAR, and Suno from the migrations we have done, so we are not learning your current system on your dime. We find data gaps during the migration that the previous system never surfaced, patient records partially entered years ago, appointment history logged inconsistently, sales records tagged ambiguously, inventory items missing serial numbers, and we work through those gaps with you during scoping and proofing. The migration becomes a database cleanup at the same time.
How long does migration take?
In practice, most migrations go live within about thirty days of signing. The one variable that genuinely moves that date is the data export from the system you are leaving; some vendors hand it over quickly and completely, others are slower or send it in pieces. Once your full data is in our hands, the path to go-live is well-worn and predictable. Gaps in the source data are not common, and catching them is part of the process, not a surprise at the end of it. Data migration is free, and the scoping conversation gives you a realistic date against your specific systems and clinic count.
AI in the platform.
What does the AI actually do?
Native AI is built into the platform across every pricing tier, from Startup at $97 per month through Premium at $495 per month. AI Medical Scribe records and processes clinical notes inside the platform. AI Speech-to-Text Dictation puts a microphone button on every text field. AI Text-to-Speech reads patient-facing content aloud for accessibility. A Personal AI Assistant is built into the top navigation as a conversational AI for whatever you need help with day to day. The Growth Engine on the Premium tier adds AI for patient communication, AI voice agents that answer inbound calls and take appointment requests for staff to book, AI for content drafting, AI for workflow automation, and AI for review responses. AI is part of the platform itself, not a gated add-on or a separate product.
What does the AI not do?
The AI does not make clinical decisions. The AI does not diagnose hearing loss. The AI does not select hearing aids for patients. The AI does not book appointments directly on the calendar without a staff member confirming; the voice agent takes the appointment request and presents it to your team to book, which is a deliberate healthcare-discipline choice. The AI does not replace the audiologist, the hearing instrument specialist, or the front desk. It takes the repetitive, documentation-heavy, and routine-conversational work off their plates, which frees your team for the patients in front of them and the clinical judgment only they can make.
What about HIPAA and AI?
amplifyOMS hosting is HIPAA-compliant on AWS, and the AI runs inside that same compliant environment. Patient data is processed within the platform rather than shipped out to third-party AI endpoints that would each need their own Business Associate Agreement. Healthcare data sensitivity was a primary constraint when the AI was built, not a retrofit.
Platform and integrations.
How does multi-location work?
The data model is unified across your clinics with three levels of roll-up: Region (groups of clinics, for practices that organize their footprint into regions like Field Offices and a Main Office), Clinic (individual locations), and Provider (individual users). Filters apply across the entire dashboard and reporting layer. Multi-location was the original problem amplifyOMS was built to solve, because the founder was running twenty-two locations at the time.
Does amplifyOMS integrate with Noah?
Yes. amplifyOMS integrates with the Noah System (the legacy Noah desktop application that HIMSA has shipped for decades) and with Noah ES (HIMSA's cloud-based platform) on the Professional tier and above. Both Noah integrations are native, not partner-routed. Your hearing aid programming workflow stays in Noah, your patient operational data and clinical documentation stay in amplifyOMS, and the two sync.
Does amplifyOMS integrate with QuickBooks?
Yes, and the integration is deep. QuickBooks Online sync covers automated import of invoices and payments, plus bills, drafts, audit reconciliation, and manual entry flagging. Your accountant continues to live in QuickBooks. Your operational and patient financial data lives in amplifyOMS. The two reconcile cleanly. Insurance filing, credit card processing, payment links by text and email, and a configurable financing portal link for whichever financing partner your practice uses are also native at the appropriate tier.
Operational details.
Is there a mobile app?
Two layers of mobile, by design. The core amplifyOMS platform is browser-based and responsive, which means the owner dashboard and the full OMS workflow run on any device with no app install required. A new audiologist or front-desk hire who starts on a Tuesday is working in amplifyOMS by lunch with nothing to download. For the patient communication side, including phone calls, SMS, and email, there is a separate native mobile companion app that ties into the OMS. New staff onboard in a browser. The people on your team who live on their phones for patient communication have a native app for that. Different architectural bet than a single-app approach, not a gap.
How does amplifyOMS compare on ease of use against newer audiology systems?
Honest answer: amplifyOMS has more depth than a stripped-down, minimalist product, and that is on purpose. The depth is ten years of practice owners telling us what they actually need to run a real clinic. A minimalist product gets its simplicity by leaving that work for you to handle somewhere else; we would rather the system carry the complexity your practice actually has. You are also not turned loose in it alone. Onboarding includes free data migration, and your workflow is built and proofed against your specific patient base, provider mix, and operational patterns before go-live, so on day one the system already looks like your practice. Most owners find it fits the way they already think about the work.
How does support work?
Support is direct. Rob Kirkland is our customer service manager, named on the founder story page with the rest of the team. Support tickets do not route through tiered call centers, scripted responses, or outsourced after-hours queues. You are talking to people who know the platform and know the practice owners using it. The team is small by design and built for the slow compounding work of fitting the platform to how clinics actually run, which means support is a conversation rather than a ticket lifecycle.
Data ownership and exit.
Who owns the patient data?
You do. The data lives in your amplifyOMS instance under the engagement terms, and the data is yours. We do not sell it. We do not aggregate it for resale. We do not share it with hearing aid manufacturers, payment processors, or any third party except where an integration you have explicitly enabled requires it, for example the QuickBooks integration syncing the financial data you have asked it to sync. The patient relationship is yours. The data that flows from that relationship is yours.
What happens to our data if we leave?
The data exports in structured formats that your next system can read. Patient records, appointment history, sales history, inventory records, and clinical documentation come out the same way they came in. We say this on the public site because we mean it, and because the OMS-as-trap pattern is real in the audiology PMS category. amplifyOMS earns its place every month by being the OMS the practice wants to run on. The retention is earned, not engineered through data hostage-taking.
Still have questions? Book a demo.
The demo is the next surface where specific questions get specific answers. Dusty and our team run the walkthroughs personally. We start with what you are running today, what specifically broke down with the current OMS that brought you to this evaluation, and what your practice looks like once amplifyOMS is configured to fit your patient base, provider mix, device mix, and operational patterns. You see the production system, not a sales tour. If you have read this far, the next step is seeing it run.