The Marketing of Interpreter Services for the Deaf

The Marketing of Interpreter Services for the Deaf Henry C. Warner 'he Rehabilitation Services Administration (RSA) encouraged the development of the National Registry of Interpreters for the Deaf (RID). This is an organization dedicated to the establishment of recognition levels for communication skills competency, professional knowledge, and ethical standards. Passage of the Rehabilitation Act and the Education of All Handicapped Children's Act included wording to assure consideration was provided for needed interpreter services. The National Center on Law and the Deaf developed a State Interpreter Chart summarizing state interpreter laws (1984), thereby further establishing the need and market for interpreting services . RSA has also promoted the training of interpreters through a number of grants throughout the United States. State as well as local chapters of the Registry of Interpreters have developed across the country. While progress has been made in the quantity of interpreters and the quality of interpreting services, the concept of marketing those services has been neglected. Interpreters often find that freelance interpreting will not support one adequately, and that full-time employment is available only through educational settings. One popular marketing concept calls for bringing the consumer and seller together to assist in the appropriate use of a service or product. Efforts to focus on individual interpreter service contacts rather than on the buyer/user of such services have had mixed results. Public and private agencies as well as the consumers (the deaf individuals) have often been willing to accept less than adequate interpreter services. Those interpreters who have completed fraining and find few opportunities to apply their skills must certainly feel discouraged and somewhat betrayed. If deaf people are to be well served, action should be taken to achieve acceptance and greater use of the services of these skilled interpreters. ANADHOCCOMMITTEE The author proposes that each state establish an ad hoc committee to develop a utilization plan for interpreter services . Committee representatives should include members of the deaf community, public agencies, RID chapters, and individuals interested in protection and advocacy. The ad hoc committee might serve as a subcommittee to a council or advisory board on Deafness. ACTION PLAN In developing an interpreter service utilization plan, committee members should address three areas: (a) consumer and service provider fraining, (b) the availability and quality of interpreter services in a given area, and (c) the marketing of interpreter services. Market strategy considerations should include geographic coverage, target populations, Mr. Warner is Regional Representative, U.S. Department of Education , Region W, in Atlanta, GA. A.A.D. / December 1986 methods available to stimulate interpreter services, and cost efficiency. The plan should also include an evaluation tool to measure progress. Marketing strategies may be developed to reach a number of different populations. For example, committee members might negotiate with health insurance companies for coverage of interpreter fees for deaf individuals when the service is associated with the deaf individual's family health care. The committee could provide guidance to health insurers on formulating a plan to be responsive to this need. In order to reach a different population, committee members might survey public service organizations to determine their policies for providing interpreter services. Such a survey would provide an insight to agency strengths and weaknesses in this regard. The committee could then provide guidance for policy improvement. Consumer and Service Provider Training It is essential that training be provided to deaf children and adults concerning the use of interpreter services. Such issues as the role of the interpreter, where and how to secure interpreter services, how to evaluate interpreter services, consumer rights to a qualified interpreter, and payment responsibilities need to be addressed. It is equally important that fraining programs preparing professionals to work with deaf individuals include advocacy responsibilities within their curriculum. Included within this component should be material on the development and use of interpreter services in the provision and/or support of professional services. Rehabilitation counselors, evaluators, adjustment specialists , psychologists, and other professionals serving deaf people should be given orientation and fraining in the use of an interpreter. Interpreters may accompany deaf individuals to medical examinations, or to job interviews. If the professionals involved are familiar with the role of the interpreter, the meeting becomes an...