Direct To Consumer Hearing Aids
September 22, 2021
A man is sitting in front of a television in a living room.

Purchasing hearing aids without working with an audiologist—the hearing health care professional with the most education and training to treat hearing loss—has become increasingly more main­stream. Consumers can find a variety of items billed as hearing aids through direct-to-consumer (DTC) methods. They might be marketed to consumers through television, print and digital advertising as well as found by way of internet searches and at your local pharmacy or electronic store.

 

These devices are then mailed directly to a person’s home or sold over-the-counter. While this may seem convenient, is buy­ing through these sources the best option? The answer is no. Here’s why.

 

Don’t be lured in by the “lower prices” promise

These sources often advertise hearing aids for a price lower than what you would spend when working through an audiologist. However, the amount you actually pay the DTC entity will likely be much higher than advertised. Most companies that deal in mailed devices charge additional or hidden fees for supplies, programming services, programming equipment, repairs and/or warranties. These addi­tional services are essen­tial for being successful with hearing aids and are typically included in the cost of a hearing aid purchased from your local audiologist.

 

An accurate diagnostic test of your hearing loss is imperative for hearing aid success
Some DTC companies advertise “pre-set” devic­es and will “program” those devices without first obtaining a comprehensive hearing test by a licensed audiologist, instead having you take a hearing test online. Online hear­ing screenings cannot accurately diagnose hear­ing loss type or severity; they can only determine if a possible hearing loss is present. Your hearing loss is unique and cannot be completely generalized into a category of severity, as many DTC companies suggest.

 

Are they selling you an amplifier or a hearing aid?

If a DTC company attempts to classify your hearing loss based on your answers to a few questions or uses only one response from a hearing test to determine which hearing aid you need, you may actually be purchasing an amplifi­er that is being marketed as a hearing aid. Hearing aids are class II medical devices and MUST be pro­grammed specifically for you based on the results obtained during your comprehensive hear­ing evaluation. This is required for a precise and optimized fitting. If devic­es are not programmed in this manner, they will not provide benefit in difficult listening environments and overall sound quality will suffer. Obtaining a cur­rent hearing test prior to pursuing amplification is crucial to determining an appropriate treatment plan as well as a major factor in determining a person’s success with hearing aids. A new category of hearing devices that entered the market in 2022 is an “over-the-counter” hearing device. Learn more about the background and current status of this new categorization.

 

In-person appointments with your audiologist are a key to hearing aid success

DTC companies often boast that their devices will be sent directly to you. Keep in mind that means you are on your own when it comes to figuring out your new hearing aids. Having your audiologist as a trusted profession­al who will walk you through the process of hearing aid use, care, and cleaning and having someone to turn to as you adjust to your new hearing aids is vital.

 

Imagine this scenario: You are having diffi­culty communicating with your loved ones, or you are feeling isolated from your friends. You find what you think is a solution through DTC, order the hearing aids or an amplifier, and get excited that you will finally be able to hear better! The devices arrive and you pull them out of the box, but you quickly find that you don’t know how to insert them, don’t know how to change the batteries or seat them in a charging station, don’t know what all the parts do, and find that they just don’t sound right. Then, while trying to figure out how everything works, you drop one of your hearing aids and it breaks! You quick­ly become frustrated and have no idea what to do. You call the online com­pany where you purchased the hearing aids, but you are put on hold. You want to talk to a person face-to-face, so you stop by your local audiologist’s office for help. You find out that only very minor repairs can be made, because your brand of hearing aid is considered a proprietary device (belonging only to the online retailer you purchased from). Since it is a proprietary device, the hearing aids can’t be adjusted or programmed in this office, even though you have already identi­fied numerous situations where they are not helping you communicate. You are told that you will need to send the hearing aids back to the DTC company for programming adjustments, which does not allow for real time feedback from the you when the adjustment is made. You may even be required to send your hearing aids in multiple times before your concern is addressed. Unfortunate­ly, each time you return the hearing aids to the company, you will likely be required to pay for ship­ping and will be without sound until your hearing aids are returned. The investment of time and money is ultimately much higher than you anticipated when you purchased these devices based on low price and the “convenience” of having them mailed to your home. This is just one example experienced by a person who came to Johnson Audiology for help, after purchasing a set of proprietary hearing aids online.


Beware of well-known hearing aid brands you find online

Occasionally, online consumers are able to find a hearing aid from one of the ”Big 6” hearing aid manufacturers (Oticon, Phonak, Resound, Siemens, Starkey, and Widex) that are supposedly dispensed by an audiol­ogists; however, purchase of these devices online can be very costly and is not recommended. The major manufacturers do not authorize the sale of their products online and are warning consumers not to purchase hearing aids in this manner. Many manu­facturers will void the war­ranties of any devices pur­chased online, ultimately adding additional costs to the consumer’s perceived “low price.” Some manu­facturers are even recalling hearing aids sold by these online companies and have requested that the hearing aids be returned once located.


Scheduling an appoint­ment with and investing in hearing aid technolo­gy through an audiologist ensures that you are well-informed regarding your hearing health care, that your treatment plan is tai­lored specifically to you, that you are offered the latest technology, and that you have a trusted hearing professional close to home who is support­ing you every step of the way. Plus, any poten­tial medical components to your hearing loss will be recognized by your audiologist and a treatment plan mapped. Your ears and sense of hearing are important. Don’t trust this vital area of your health to DTC companies that are retail-driven entities rather than health care professionals who really care about your hearing.

By Jan Hollingsworth July 22, 2025
Wondering about that ringing in your ears? Join us for a free community event where our audiologists will discuss tinnitus—what causes it, how it can affect you, and real solutions. Whether you are new to it or have lived with it for years, come learn and ask questions in a relaxed setting. Space is limited! Reserve your spot today! Date: Friday, August 16, 2025 Time: 10 am to 11 am Location: Johnson Audiology's Chattanooga office location at 6830 Lee Highway RSVP to 423-710-1432 or submit the form below.
By Jan Hollingsworth June 4, 2025
Like anything new in life, adjusting to hearing aids can take time and perseverance to achieve the best results. Yet many people are too quick to give up, not allowing the brain the chance to relearn how to hear or not giving themselves the opportunity to become accustomed to the use and maintenance of their devices. “We meet so many people who wait—who convince themselves their hearing is not ‘bad enough’ or that they can just get by. But untreated hearing loss quietly steals moments, connection, and joy. At Johnson Audiology, we understand the fear, the frustration, and the doubt. That is why we offer more than hearing aids—we offer compassion, answers, and a partner you can trust. You don’t have to do this alone. Let us help you hear your life again,” says Dr. Megan Johnson, audiologist and owner of Johnson Audiology. “Hearing aids should never be an experience where a person is fit with devices and then they never see their hearing care provider again. To ensure patient success, Johnson Audiology seeks to be a lifelong partner on a person’s journey to healthy hearing, someone who is there at every turn,” says Dr. Megan Johnson, audiologist and owner of Johnson Audiology. What are the most common reasons why people give up on hearing aids and why is it important to stick with it? Reasons why people might give up on hearing aids An adjustment period It is your brain that hears, not your ears. The ears transmit sound to the brain where it is interpreted. Dr. Johnson explains, “When a person’s brain has not been stimulated by sound because of hearing loss and then sound is restored with hearing aids, it can take some getting used to. For some people, it takes more than one appointment to get them up to full sound prescription, stair stepping up gradually to let the brain adjust. The brain’s capacity to do this is called neural plasticity .” Research by the University of Colorado Boulder’s Hearing Epidemiology and Research Diagnostic Laboratory has revealed that what the brain can experience impacts within weeks rather than years when hearing loss reaches a certain level. Dr. Johnson says, “The brain’s temporal lobe is where much of hearing and sound interpretation happens. Electroencephalogram (EEG), which is a medical test that measures the electrical activity of the brain, shows that in the presence of hearing loss, the brain will recruit areas assigned to other tasks—like vision—to compensate. The trouble is that this extra cognitive load can tax those areas. However, after treatment with hearing aids, brain recruitment is shown to reverse, partially or fully.” The adjustment period for hearing aids tends to be more seamless for those who have not been without sound for years and years. Dr. Johnson says, “I always encourage people to get their hearing checked when they first notice they are struggling. Sooner is always better.” An investment in quality of life People often make an investment in their health and well-being—for example, purchasing glasses, getting a knee replacement, straightening their teeth—and yet many relegate hearing to the backburner because of cost. Dr. Johnson says, “I’ve seen many patients struggle with hearing aids after buying inferior products in an attempt to save money. Without the guidance of a hearing care provider, even the best device can quickly become ineffective and frustrating.” Dr. Johnson encourages making hearing a priority and budgeting for your hearing health. Perceived benefits and ease of use Getting in the routine of putting hearing aids in each day and being diligent about regular cleaning and maintenance might be a challenge that some face and which deters them from being successful with their aids. “At Johnson Audiology, we offer a plan for regular in-office cleaning and maintenance, easing the task of upkeep for patients. Plus, our offices have dedicated walk-in hours that do not require an appointment. We are here to answer questions, make hearing aid adjustments, and much more as we seek to help people safeguard their investment in hearing technology and make the process easy and convenient.” Family attitudes and support When it comes to hearing aids, having a support system can be crucial to success. “In my 20 years as an audiologist, I have seen the immense benefits when a person’s family members show patience and support during the adjustment period with new hearing aids,” said Dr. Johnson. What about patients who do not have that familial encouragement? Dr. Johnson says, “We are your support system. That’s where our caring and professional audiologists, audiology assistants, and patient care coordinators can lend a helping hand. Success with hearing aids is our goal for every patient, so we promise to be there every step of the way.” Why is healthy hearing so important Hearing loss is a family affair The positive impact of treating hearing loss is often manifested most significantly through improved relationships with family and friends. Hearing loss leads to miscommunication. It can also cause mounting frustration as family members must constantly repeat every sentence. Dr. Johnson comments, “Living with the TV blaring can put a strain on others living in the same household. Untreated hearing loss can quietly tear at the fabric of your relationships. When words go unheard and conversations fade, love and connection start to suffer, and that pain is felt by all involved.” Healthy hearing can help the brain stay sharp and pliable For many years, researchers at Johns Hopkins University have been studying the relationship between hearing loss and dementia. While there is still much left to discover, increasingly scientists recognize healthy hearing as a key factor in maintaining a healthy brain and potentially decelerating the risk of dementia, like Alzheimer’s disease. Dr. Johnson says, “It seems logical that when certain areas of the brain are not stimulated by sound, they atrophy. In fact, research suggests an actual reduction in the physical size of the brain, especially in areas where sound processing and memory take place.” She goes on to say that “while there are many risk factors that individuals cannot control about the effects of aging on the brain, hearing is definitely one that can and should be addressed.” Healthy hearing keeps a person engaged in life Humans are social beings. Since hearing loss can impair effective communication, it is not difficult to understand how it also could lead to social isolation, which can cause increased anxiety and depression. “Conversely, addressing hearing loss can keep a person engaged in life and connected to family and friends,” Dr. Johnson says. Falls and other health risks The ears have two main functions. Hearing is one that most of us learn as youngsters, but the ears also play a major role in helping a person maintain their balance and knowing where their body is in space. “The fluid, or endolymph, in the ear’s semicircular canals is what helps a person do things like stand up from a seated position without falling, walk a straight line, and not run into a door frame when turning a corner into a room,” says Dr. Johnson. In the presence of hearing loss, the reduction in acoustic signals impairs a person’s ability to process spatial information and can mean a higher risk for falling. In turn, falling can lead to broken bones and other injuries and a cascading effect of hospital stays and loss of independence. If you have been unsuccessful with hearing aids in the past, call Johnson Audiology, a hearing health clinic comprised of caring and professional staff. The team can bring a range of options to the table to help people hear better, including hearing aids from all six of the major manufacturers, custom fit products, cochlear implants, and Lyric, the world’s only extended wear hearing aid. Call your office of choice today or schedule online.