The U.S. Food and Drug Administration is likely to release proposed rules for a new category of over-the-counter (OTC) hearing aids within the next three months. These new regulations will create a whole new category of affordable hearing aids. However, the hearing health industry still needs to increase adoption by addressing a stubborn challenge: shame.
Once in place, OTC regulations will specify hearing aids that are suitable for adults with mild to moderate hearing loss and can be used without a prescription or professional guidance.
OTC devices will join the recently launched FDA-approved hearing aids from new players in the field of hearing care. The price of these items is as low as 20% of the current average price of $5,000 per pair of hearing aids Audiology and ENT Clinic.
Lower prices will play an important role in stimulating the adoption of hearing aids, only 15% will benefit from aid Hearing aids are often worn at present. Lower prices alone may double the adoption rate, up to 30% ( Adoption rate of people using hearing aids in the UK, The national health service provides coverage).
Once price becomes a barrier to adoption, device companies will need to address the next frontier of hearing care: shame. Looking for inspiration outside of hearing care, one can determine that an iconic public health initiative is a compelling analogy: the anti-smoking campaign in the United States.
In the middle of the 20th century, cigarettes symbolized urban elegance, and movie stars acted as cigarette brand ambassadors. In 1954, 45% of adults had smoked a cigarette in the past week, but by 2019, this number dropped sharply to 15%, This is largely due to the anti-smoking campaign.
The degree of stigmatization of hearing loss in today’s society is similar to the intensity that society once glorified smoking. The strength of a series of beliefs and penetration strategies that counteract the negative health outcomes makes the anti-smoking campaign a powerful simulation on the eve of the new category of over-the-counter hearing aids.
Price is currently the biggest barrier to adoption in the field of hearing care
In a survey conducted in 2018, one-third of hearing loss respondents Complains that hearing aids are “too expensive” or lack of insurance.
However, in the last year, there has been a surge in low-priced options:
- Costco’s private label. Costco’s full-featured Kirkland Signature hearing aids can be programmed in the clinic, and provide music and call streaming and rechargeable batteries for $1,399.99 per pair. Sonova, the world’s leading manufacturer of hearing aids, Provide equipment.
- Entries for consumer electronics brands. Apple, Bose and Samsung are now competing with FDA-approved hearing aids or personal sound amplification products (PSAP) in the field of hearing care. Bose recently launched the SoundControl hearing aid at a price of $849 for a pair. Although there is no flow battery and rechargeable battery in the first iteration, the hearing aid is self-adapting and effectively serves as a test case for the OTC category.
- Telemedicine D2C company. Companies that choose direct-to-consumer (D2C), such as Listen Lively, provide full-service telemedicine.Their Current price of USD 2,000 per pair Compared with hearing aids in clinics, it can save money significantly. Lively audiologists conduct consultations through video calls to maximize hearing results.
- Types of over-the-counter transactions that will be listed soon. Compared with PSAP, OTC hearing aids will be approved by the FDA. Once the FDA finalizes the OTC rules, consumer electronics brands are likely to deepen their investment in the hearing aid category.
The importance of stigma as a barrier to adoption
With the emergence of a series of low prices for good hearing, stigma adoption barriers will become more and more important.Same paragraph analysis The MarkeTrak survey mentioned above It shows that 21% of people believe that stigma is an obstacle to seeking hearing care. People worry that hearing aids are “unattractive” or “too young” to wear.
Another 30% cited what we call “denial” reasons, for example, although medical diagnosis shows that this is not the case, people “hear well” without hearing aids. Given that social stigma usually operates underground, the reasons why people do not seek hearing care that is classified as “refusal” may also be fueled by stigma.
Social perceptions that reflect the stigmatization of hearing loss and hearing aids are usually divided into three categories: “incomplete”, “disability” and “cognitive impairment”. Margaret Walhagen. Stigma affects the entire life cycle of a hearing loss patient, from the initial acceptance of the hearing loss to the decision on how often to wear a hearing aid.
Anti-smoking campaign provides strategies to deal with stigma
A comprehensive analysis of the anti-smoking campaign reveals three proven marketing strategies that can eliminate deep-rooted social beliefs—whether smoking is fascinating or hearing loss indicates physical weakness. These three strategies are to deploy negative shocks, create empowerment, and advance counter-narratives.
In order to deploy negative impact factors, the anti-smoking campaign uses visceral images and stories from people in real life to illustrate the impact of smoking on habitual smokers. In order to create empowerment, these activities provide people with factual information and actively strengthen and support plans. Finally, in order to promote anti-narratives, the anti-smoking movement tried to rewrite the deep-rooted social script and oppose the stereotypes of specific groups in society.
An impressive example of creating an empowerment strategy is U.S. Food and Drug Administration Every attempt is important Activity, Launched in 2018. This activity is aimed at adult smokers aged 25-54 who go to a convenience store at least once a month and have failed to quit smoking in the past year. The campaign aims to re-define past failures as positive steps, inculcate the belief that they are ready to quit smoking, and celebrate every quit attempt in a non-judgmental way, thereby enhancing the abilities of smokers. Visitors to the site can choose one of three SMS support plans, and can contact coaches who have received smoking cessation training, through chat or phone calls.
All three anti-smoking strategies can be effectively applied to reduce the stigma of hearing loss.
Examples of applying anti-smoking strategies to create empowerment
Consider creating an authorization strategy. A specific example of an activity is to help eliminate the stigma of wearing hearing aids in the workplace. Before the Covid-19 pandemic, One-third of people aged 66 to 69 are working, Part-time or full-time work. As the economy changes work assignments due to the pandemic, people aged 65 and over face new challenges in maintaining employment.
Being able to hear at work is essential. However, many people with hearing loss will wait until they receive a negative performance evaluation, which may risk their work before seeking hearing aid treatment.
The creation of an empowerment strategy will target people with confirmed or suspected hearing loss who wish to continue working.The factual information will emphasize that the person with hearing loss is More likely to be unemployed or even unemployedActive reinforcement will encourage people to try different forms of hearing aids in the workplace, from video call captions to earplugs with customized amplification to mature hearing aids. The support plan will build the participant’s goal setting by connecting participants to text programs and counselors as needed.
Conclusion: the stigma still exists
With the introduction of affordable hearing aids by consumer electronics brands and the upcoming OTC hearing aid regulations, prices will reduce the frequency of adoption. On the other hand, the challenge of stigmatization still exists. Hearing care companies will benefit from adopting new and creative strategies to eliminate the deep-rooted stigma of hearing loss and hearing aids. The three proven strategies highlighted in the aforementioned anti-smoking campaign analysis provide opportunities for the hearing care industry to adopt new methods.
Auditory Insight analyst Morgan Leppla contributed to the research and writing of this article.
Photo: PIKSEL, Getty Images
