Another hearing aid stigma is about the way they look.
Glasses have become a cool fashion accessory. Eyeglass frames come in a variety of styles, shapes, and colors. High-end designers, like Prada and Burberry, make eyeglasses that range from trendy to classic. Athletic brands, like Nike, make sporty glasses. There are styles for every wearer – and every occasion.
Even people who don’t need corrective lenses sometimes wear glasses as a way to accessorize or switch up their look.
When it’s time to get glasses, people can pop into an optical shop without an appointment, which is not the case with hearing aids. The optical sales associates make it fun and fabulous to try on different frames and help select flattering styles that look best on each customer. It’s like shopping for any other accessory, with a wide selection of attractive options at a range of price points.
Conversely, shopping for hearing aids is a completely different type of experience. The salespeople talk about how small and discreet the hearing aids are. They spotlight how the devices are invisible and “impossible to detect” as selling points, making customers feel like they should be trying to hide their hearing aids.
The stigma seems to be, unfortunately, ingrained in people within the industry, even if we don’t consciously realize it. Instead of emphasizing the many benefits of hearing aids, the first thing we tend to mention is how small the hearing aids are, and this contributes to the stigma, even if that’s not our intent. Instead, we should focus on the benefits of hearing aids, and we should explain how the benefits outweigh any (real or perceived) negatives.
Therefore, let’s not talk about how hearing aids can barely be seen, which can make it seem like it’s shameful to need them, and like hearing aids need to be hidden. Unlike shopping for glasses, hearing aids are not positioned as an accessory, or something meant to be seen. Many customers complain that the experience is not fun or pleasant.
If we want to change the stigma around hearing aids, we need to change the experience, starting with how the hearing industry positions the hearing aids during the initial visits in the clinics.
Clinic staff should emphasize that hearing aids are available in a wide variety of styles that are much more innovative – and attractive – than the big, old, ugly, beige hearing aids of the past. Industry professionals should talk about how the devices fit in the ear and look like wireless earbuds, playing up the “innovative tech” aspect of the experience.
Today’s hearing aids are becoming more stylish and trendy, available in different colors, so customers can choose one that compliments their skin tone or style. Some hearing aid brands are finally making hearing aids more of a fashion statement, like glasses, by making fun, fashionable patterns for the devices.
It’s time to celebrate – not hide! – hearing aids!