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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✦ The floor

Discussion

Signed responses from readers of the wire.

✦ Clinical Takeaway ✦

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.

✦ Why It Matters ✦

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.

✦ Key Points ✦

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

✦ Claims & Evidence ✦

ClaimEvidenceSupport

Consumer archetypes can be identified that predict whether a person chooses OTC or provider-driven hearing care.

studypartially supported

Patient factors including cost sensitivity and trust in professionals influence hearing care pathway selection.

studysupported

✦ Research metadata ✦

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

Primary outcomes

Consumer archetype classification; Factors influencing choice between OTC and provider-driven hearing care pathways

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