Interview with Sandra Salobral , Managing Director of Sonova Ibérica She considers the role of the ‘independent’ optician and optical chains to be key, whilst also emphasising the importance of ‘an attractive offering for baby boomers and all types of customers’. She brings to the table a long career in the sector and experience in an emerging market such as that of the ‘giant’ Brazil....
No actionable change — this is an industry interview on market strategy with no clinical content.
As the baby boomer demographic ages into hearing loss, how manufacturers and retail channels engage this group will significantly shape market access and adoption rates.
- 01Sonova Ibérica's managing director emphasizes the need for more attractive hearing offers targeting baby boomers.
- 02Interview highlights independent opticians and optical chains as key distribution partners for hearing aids.
- 03Discussion reflects broader industry interest in expanding hearing aid adoption beyond traditional audiology channels.
- 04No clinical data presented; content is strategic and market-focused.
- 05Relevant to clinic owners and manufacturers assessing competitive retail landscape in Europe.
Current hearing product offerings are not sufficiently attractive to convert baby boomers into buyers.
quoteunclearIndependent opticians and optical chains play an important role in hearing aid distribution.
quotepartially supported
