Understanding Hearing Health Care Choices and Customer Archetypes in an Era of Over-the-Counter Hearing Aids

The purpose of the study was to identify factors influencing consumer choice toward hearing health care (HHC) delivery pathway (provider-driven vs. over-the-counter [OTC] hearing aids) and to characterize customer archetypes. A secondary purpose was to evaluate shifts in consumer choices and archetypes in light of the recent availability of OTC hearing aids.

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Audiologists should recognise that patients now self-select into provider-led or OTC pathways based on identifiable attitudes and circumstances; understanding these consumer archetypes can improve counselling and retention strategies.

As OTC hearing aids reshape the competitive landscape, understanding what drives patients toward or away from professional care is essential for clinics to adapt their service and communication models.

1. 01Study identifies distinct consumer archetypes among adults making hearing health care decisions.
2. 02Factors such as cost sensitivity, self-efficacy, and trust in professionals influence OTC vs. provider pathway choice.
3. 03Published in American Journal of Audiology, indicating peer-reviewed academic rigor.
4. 04Findings have direct implications for patient counselling and clinic marketing strategies.
5. 05OTC hearing aid availability has fundamentally changed the decision landscape for consumers.

PMID

42536496

DOI

10.1044/2026_AJA-26-00032.

Journal

American Journal of Audiology

Publication type

research_article

Evidence level

4

Population

Adults making hearing health care decisions in the OTC era

Intervention

Survey/qualitative identification of consumer archetypes in hearing care decision-making