OTC Hearing Aids a Year On and Their Effect on Hearing Aid Uptake
September 28, 2023 Leave a comment
It has been almost a year since the Over-the-Counter (OTC) Hearing Aid Act came into effect. There was much excitement and expectation at the outset that OTCs would improve hearing aid uptake by bringing about greater affordability and accessibility. In the past year, several new entrants have made a foray into the hearing aid market and have introduced OTC devices, with many of the big players also adding OTC devices to their line-ups through a series of collaborations, acquisitions, and rebranding. Has OTC affected hearing aid uptake?
Survey Data
The most direct evidence for recent trends in hearing aid uptake that follows the OTC Hearing Aid Act comes from an ASHA online survey and a recent MarkeTrak survey. The ASHA survey, conducted on 2,228 American adults ages 40 and older over the summer this year, reported that although awareness of OTCs had increased from 2021, only 2% of those with hearing difficulty purchased OTCs (since they became available) and only 4% of those with hearing difficulty reported that they are likely to buy OTCs in the next year. These numbers seem low given that 56% of American adults above the age of 40 acknowledged having some hearing loss, and only 8% reported getting any treatment for it. However, they are in line with the 3.4% increase in adoption rate attributed to OTC or PSAPs reported by MarkeTrak.
MarkeTrak is a consumer survey that has investigated hearing aid users and non-users in the United States for over three decades. The 2022 survey (MT2022) reported an increase in hearing aid adoption from 22% in 2000 to 38% in 2022. MT2022 reports that hearing aid fitting by a hearing care practitioner (HCP) is still the most common (81%), followed by fitting remotely by HCP (12%) and self-fitting (7%). Those who preferred a self-fitting hearing aid also had lower incomes than those who preferred the traditional fitting. Most hearing aid owners who got their devices in the past five years were satisfied with the overall value (85%) and the out-of-pocket price (74%). However, non-owners indicated that hearing aids are too expensive (55%), not affordable (40%), or they lack coverage (31%).
A similar trend for adoption rate has been reported in the EuroTrak data from France (46%) and Germany (41%) despite sizable differences between the US and European markets concerning reimbursement for hearing aids. Whereas in the United States, MT2022 estimated that 54% of hearing aid owners had some level of third-party assistance covering the cost, EuroTrak reported the corresponding estimate to be 89% in France and 94% in Germany. This illustrates that although affordability is a barrier to hearing aid uptake, it is not the only barrier. In countries where healthcare models make hearing aids much more affordable, hearing aid adoption rates are only slightly higher than those in the United States, suggesting that factors other than cost may be at play. In France and Germany, the reasons cited for non-adoption have in common the following factors also noted in the United States:
- cost, which continues to be a barrier even with more affordability
- the opinion that the hearing aid does not sufficiently restore hearing
- that they (non-adopters) hear well enough in most situations
Additional factors include physician (ENT and GP) opinion, and the hearing aid being uncomfortable. Some researchers have suggested that (apart from perceived effectiveness/benefit), other factors such as the social value of hearing aids, and possibly an interaction between social stigma, personality traits, and locus of control1 may contribute to hearing aid non-adoption (Sternasky and Dhar, 2021).
It is probably too early to see any improvements in the hearing aid adoption rate and it may take some time to see a change in consumer behavior. The increase in awareness of OTC hearing aids is encouraging. The data above suggests already that several factors contribute to the decision not to purchase hearing aids, so it is reasonable to think that it will take much more than a lower price tag to get people with hearing loss to buy into amplification. Some recent articles provide useful insight into the topic.
Evidence from Systematic Reviews and a Scoping Review
A systematic review published earlier this year considered audiological and non-audiological factors that affected hearing aid uptake in the past ten years (Knoetze et al., 2023). Forty-two articles met their inclusion criteria. The following factors were positively associated with hearing aid uptake:
- severity of hearing loss
- self-reported hearing disability
- access to financial support
- cognitive anxiety2
- urban residency
- perceived potential benefit of amplification
The same study also examined hearing help-seeking. The following factors were positively associated with help-seeking:
- perceived potential benefit of amplification
- cognitive anxiety
- social factors (e.g. social pressure)
Unsurprisingly, some factors associated with hearing aid uptake also were associated with hearing help-seeking. When we convince ourselves of the benefits of amplification and can relate the implications of hearing loss to situations that we find ourselves in, we are ready to seek help. Sometimes we are convinced by others.
A second unpublished systematic review investigating hearing aid uptake in the last decade (the same period as the first review) found 15 studies that met their inclusion criteria (Jiang, 2023). It reported two factors that had significant positive associations with hearing aid uptake:
- self-perceived hearing loss
- degree of hearing loss
Although systematic reviews are extremely useful in summarizing and critically appraising literature extant in the field, they do not serve to identify gaps in literature, clarify concepts, or investigate research conduct within a domain (Munn et al., 2018). A scoping review is more useful in that regard.
A scoping review sought to understand better the theories from behavioral sciences that informed hearing aid-related decision-making in audiology (Iankilevitch, Singh, and Russo, 2023). Over the past 20 years, they found 24 articles that met their inclusion criteria. These studies were mostly based on four theoretical models. Three of the four models were based on health psychology, leading to the insight that to understand decision-making regarding hearing aid adoption a variety of theoretical models (from diverse fields) are needed that look at prospective research, have an experimental design, and examine behavioral outcomes in addition to attitudes (e.g. purchasing or returning a hearing aid).
A Prospective Study
A prospective study that examined hearing aid uptake among a group of volunteers from the community did just that (Humes, 2021a). This convenience sample comprised 139 older adults who were first-time hearing aid users. As it is well known that the severity of hearing loss impacts hearing aid uptake, the study examined differences between adherents (those who were advised to pursue hearing aids and they did) and non-adherents (those who were advised to pursue hearing aids and they did not) after controlling for this factor. The distinguishing factors between adherents and non-adherents were:
- perceived difficulties and reactions to them,
- expectations for hearing aids, and
- high-frequency PTA
Non-adherents had better high-frequency hearing, perceived that they had better communication performance, and reported better adjustment to hearing problems. They also had lower expectations for hearing aids.
The same study investigated the differences between those study participants who chose to keep their hearing aids one month after the trial and those who didn’t. They reported minimal differences, except poorer aided outcomes at 1-month post-fit, specifically outcomes related to satisfaction, benefit, and usage.
Apart from high-frequency PTA the other two factors that distinguish adherents and non-adherents are based on perception, and susceptible to change (Humes, 2021b). This study highlights the importance of the audiologist’s role in providing patients with appropriate counseling and education. The audiologist can counsel the patient on various strategies they might use to address their hearing loss and social and emotional consequences of hearing loss, set realistic expectations for hearing aid performance in a variety of hearing scenarios, and empower them and others around them to (take charge of and) facilitate situations that benefit them.
How to improve hearing aid uptake?
- Change the perception of hearing loss: Note that both the prospective study mentioned above and the systematic reviews highlight the importance of the perception of hearing loss/difficulty as a factor that governs hearing aid uptake, which also forms the basis of device candidacy (perceived mild-to-moderate hearing difficulty) as defined in the Over-The-Counter Hearing Aid Act of 2017. Unless the person with hearing loss is convinced of their hearing loss and the need for its redressal they are unlikely to seek help. Apart from routine measures of hearing loss (audiometric thresholds) audiologists could administer self-report measures of hearing handicap in the clinic. For example, the Hearing Handicap Inventory for the Elderly (HHIE) has been widely used in literature. Some new measures based on HHIE and screener for the Communication Profile for Hearing Impaired (CPHI) are promising (Humes, 2021c). Additionally, realistic simulations of different hearing scenarios that users commonly encounter can be offered as a tool to help evaluate listening difficulty.
- Set Realistic Expectations: Audiologists can help set realistic expectations for hearing aids. While it is important to highlight that the vast majority of hearing aid users are satisfied with their purchases, it is important also to convey that noisy situations such as restaurants can be challenging even with hearing aids and for normal hearing listeners. Yet noise reduction in hearing aids may improve ease of listening comfort and alleviate fatigue considerably. These expectations must be set prior to the trial of hearing devices. HearAdvisor offers recording of various listening scenarios, alongside the same scenarios in the aided condition both with the initial fitting and fine tuning. These recordings are available for a variety of hearing devices, including OTCs. Listening can help provide value for fine-tuning.
- Provide support: Nothing can replace the experience of wearing hearing aids in your day-to-day environment. Most users find themselves in situations where their hearing aids do not perform at par with their expectations within the first few weeks. When this happens, the audiologist must be available to engage the user. This entails understanding the specific acoustic scenarios that were problematic and providing specific steps to improve the hearing experience (fine-tuning or other changes the user can make to their hearing devices), the acoustic scenario to make it more conducive for hearing, use of hearing accessories as appropriate, or resetting expectations.
References
- Health, Center for Devices and Radiological (2023). OTC Hearing Aids: What You Should Know. FDA. https://www.fda.gov/medical-devices/hearing-aids/otc-hearing-aids-what-you-should-know
- American Speech Language and Hearing Association (2023). ASHA OTC Hearing Aid Survey. Published 22 August, 2023 by YouGov.
- Knoetze, M., Manchaiah, V., Mothemela, B., & Swanepoel, D. W. (2023). Factors Influencing Hearing Help-Seeking and Hearing Aid Uptake in Adults: A Systematic Review of the Past Decade. Trends in Hearing, 27, 23312165231157255. https://doi.org/10.1177/23312165231157255
- Jiang, Z. (2023). An Updated Systematic Review of Factors Influencing Hearing Aid Uptake in Adults from 2011 to 2022. Master’s Thesis. University of Canterbury.
- Humes, L. E. (2021a). Differences between older adults who do and do not try hearing aids and between those who keep and return the devices. Trends in Hearing, 25, 23312165211014329.
- Munn, Z., Peters, M. D. J., Stern, C., Tufanaru, C., McArthur, A., & Aromataris, E. (2018). Systematic review or scoping review? Guidance for authors when choosing between a systematic or scoping review approach. BMC Medical Research Methodology, 18, 143. https://doi.org/10.1186/s12874-018-0611-x
- Iankilevitch, M., Singh, G., & Russo, F. A. (2023). A Scoping Review and Field Guide of Theoretical Approaches and Recommendations to Studying the Decision to Adopt Hearing Aids. Ear and Hearing, 44(3), 460. https://doi.org/10.1097/AUD.0000000000001311
- Powers, T. A., & Bisgaard, N. (2022). MarkeTrak and EuroTrak: What We Can Learn by Looking Beyond the U.S. Market. Seminars in Hearing, 43(4), 348–356. https://doi.org/10.1055/s-0042-1758361
- Sternasty, K., & Dhar, S. (2021). Barriers to Hearing Aid Adoption Run Deeper Than the Price Tag. JAMA Otolaryngology–Head & Neck Surgery, 147(6), 498. https://doi.org/10.1001/jamaoto.2021.0172
- Humes, L. E. (2021b). Insight into the Reluctance of Hearing Aid Use in Older Adults. The Hearing Journal, 74(11), 6–8. https://doi.org/10.1097/01.HJ.0000800716.75423.49
- Humes, L. E. (2021c). An Approach to Self-Assessed Auditory Wellness in Older Adults. Ear & Hearing, Publish Ahead of Print. https://doi.org/10.1097/AUD.0000000000001001
- Locus of control is the degree to which you feel that events are within your control as opposed to outside your control. ↩︎
- Cognitive anxiety is defined as a transient state where a person struggles to interpret situations meaningfully and judge their implications (Viney & Westbrook, 1976 in Konetze et al., 2023) ↩︎