Number of Americans Wearing Hearing Aids Increasing Slower than Current Expectations

Editor: I guess it's no surprise to any of us that the hearing aid industry projects how many hearing aids they expect to sell in any given year. It may be a surprise that, at least according to this press release, the industry is falling short of expectations. This article offers some interesting perspectives on the industry and how it conducts business.

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Hearing aid manufacturers and sellers anticipate a fast-growth opportunity as a large percentage of Americans grow older yet stay healthier and live longer. This opportunity, however, blossoms slowly considering the average age of Baby Boomers is fifty. It's easy to be enamored with advanced hearing aid technologies, but potential users in increasing numbers need basic information and guidance from qualified hearing healthcare professionals such as experienced dispensers before becoming fitted with a conventional or advanced hearing aid.

Minneapolis, MN (PRWEB) November 30, 2005 -- As Americans age and the largest population segment consists of people over the age of 40, more men and women in greater numbers will soon turn to a hearing aid as a means to address hearing loss.

But the fact remains that the perceived potential today materializes slowly as more clinics and hearing aid stores anticipate the bounty of what appears to be a fast-growth market.

A recent report stated that in 2005, 43 percent of the U.S. population is over the age of 41 and at least 17 percent is age 60 and older.

When a person surpasses the age of 65, the odds increase significantly of that person experiencing the types of problems that can be remedied by a hearing aid. The odds increase even further when a person turns 75.

The interest in healthy lifestyles and the quality of healthcare mean that older Americans will live longer and enjoy better health than previous older generations. Still, at this point in time, many Americans are aging in large numbers but have not reached the zenith of old age when assistive technologies like hearing aids are the rule not the exception.

"Hearing aid manufacturers and sellers see the increasing numbers of older Americans and the Baby Boomers joining their ranks as a great opportunity," said Gary Pettis, principle of Pettis Creative, Minneapolis, Minnesota. "This perceived opportunity prompts the current launching of advanced products and subsequent waves of newer technologies, which seem to be virtually endless. It will also create a stream of sales and marketing tactics to attract the attention of potential and current hearing aid wearers."

Pettis commented that manufacturers and sellers will become more competitive as they face greater competition in terms of technology features, service and pricing.

"The oldest Baby Boomers turned 60 in 2005, and their average age is 50," Pettis said. "So it's premature to start considering the bulk of Baby Boomers a target market for hearing aids, and unwise to make general statements about them in marketing initiatives."

According to Pettis, hearing aid product advancements are introduced constantly to a market that in general lacks the basic understanding of modern hearing aid functions.

"It appears that most new hearing aid customers are being pushed to grasp the latest technology features before gaining the knowledge of hearing aid basics, which includes diagnosis, testing and test evaluation, operation, maintenance and after-the-sale service and support," Pettis said.

A trend among retail hearing aid advertisers to boost sales is to place "me-too" newspaper or magazine advertisements, which typically promote new technologies, timed special offers and free services. The commonalities found in these advertisements -- identical layout, colors and messaging -- challenge the person in need of a hearing aid to delineate the differences among the sellers and to understand how one seller is differentiated from his or her competitor.

Advertising dollars are spent on what is really a small group of potential customers who are treated the same. The competitor who gains the upper hand will be the one that takes and owns a differentiating position.

Generally speaking, three types of customers depend on hearing aids to respond to individual hearing loss levels.

The first type is reluctant or simply puts off getting his or her hearing tested until friends and family persuade the individual that it is finally time to address his or her unique level of hearing loss.

Entering the world of hearing aids for the first time can be daunting and cause slight anxiety, thus perpetuating the impression that there is a stigma attached to wearing hearing aids. An experienced hearing healthcare professional can help alleviate any concerns and vaporize stigmas.

There is a virtual alphabet-soup of hearing aid product names to decipher, and a smorgasbord of models and technologies from which to make a selection during what is a multi-step process.

The next type grows so accustomed to his or her hearing aid that it remains in service way beyond its warranty coverage and/or normal years of operation. Physical attributes in a person can change, such as adding or losing weight, which just might alter the size and shape of the ear canal. Hearing loss levels can increase.

These situations might motivate the user to start considering newer hearing aid technologies when the hearing aid performance problems become too significant.

The final type of hearing aid user enjoys daily the benefits of a properly selected, fitted and cleaned hearing aid. He or she understands that the hearing aid augments an active lifestyle and is vital to maintaining one. Consequently, he or she keeps current on advancements and is proactive in upgrading to a newer technology when appropriate.

"If there is going to be a larger legion of hearing aid wearers in the United States in the next five to 10 years, manufacturers and sellers are advised now to reformulate their strategies with an emphasis on communicating information, making a commitment to service and value, and educating their customers or patients on what makes them unique," Pettis added.

"Just as hearing loss is as unique as the individual experiencing it, successful manufacturers and sellers in the near future will learn to address the individual concerns of customer types and understand the slight generational differences that will soon occur for people over the age of sixty and beyond."