Researching Hearing Aids: Apples to Oranges Comparison

If the title of this article caught your eye, you are probably thinking about investing in your hearing health by purchasing hearing aids. These days, most consumers do research ahead of making purchases for a host of goods and services, and online searching has made this process easier than ever. Consumers are to be applauded for educating themselves on items they wish to make an investment in, and hearing aid technology is no exception. However, being a savvy researcher and consumer is key.

Perhaps you have seen ads in magazines and newspapers and on TV for mail order hearing aids. Does the radio station you listen to broadcast a 15 second hearing aid spot multiple times daily? Are ads for hearing devices popping up on your smart phone, tablet or computer? Are you being inundated with direct mail hearing aid flyers in your mailbox?

Regardless of the medium, the message is often the same. Consumers should beware of companies with ads that contain wording like Buy-One-Get-One Free, Free Hearing Tests, Large Discounts, Trade-In Available, Seeking Participants for a New Study, Prices you Can’t Pass Up, etc. These advertisements range from being less than 100% truthful to downright dishonest. In fact, many state licensing boards have intervened by enacting strict advertising guidelines for hearing aid retailers in an effort to protect consumers from these misleading and unscrupulous marketing tactics.

While many factors need to be considered when addressing your hearing health, here are two important questions to answer if you are considering purchasing hearing aids based on a TV, print or radio ad, a direct mail flyer or off the Internet

Is a hearing aid the same as a personal sound amplifier product?

No. Hearing aids are Class 2 medical devices approved by the FDA and dispensed and fitted by a licensed hearing professional. Every individual hearing aid is assigned a unique serial number.

While hearing aids and personal sound amplifier products (PSAPs) may seem similar at first glance, they are very different.

A vast majority of the devices offered for sale straight to consumers through online purchase on sites like Amazon or through TV, magazine and radio ads are nothing more that sound amplification products. An amplifier increases all the sounds in a given environment. Imagine it this way: You are in a crowded restaurant. A PSAP will pick up the sound of the clinking silverware two tables away, the crying baby across the room, and the server putting in an order in the kitchen at the same loudness level as you are hearing the voice of your companion sitting across the table from you. There is no nuance of sound. You are bombarded by all of it. In fact, PSAPS were not even designed for people with hearing loss.

Rather, PSAPs were developed to help a user with normal hearing pick up on low-volume sounds or sounds that are at a distance. Think, for example, about the birding enthusiast who wants to boost a specific long-range sound like the song of a bird sitting at a feeder across the yard. Additionally, PSAPs don’t require an audiogram of your unique hearing loss because they are not programmable devices. When consumers try to use PSAPs as a substitute for hearing aids, the hearing loss problem is not being addressed or solved and can lead to further deterioration of a person’s hearing.

By contrast, a hearing aid a is fine-tuned medical device programmed and fitted by a licensed hearing professional, preferably a doctor of audiology , and is customized to the individual wearer’s unique hearing loss based on that person’s audiogram results as well as his or her ear size and shape, reported typical listening environments, lifestyle, etc. In that same busy restaurant mentioned earlier, the hearing aid wearers aids are precisely programmed to automatically detect background noises created by the clinking silverware, crying baby and waiter’s voice so that those sounds are toned down while the voice of the person you are conversing with is amplified and clarified.

I have found an online site to buy hearing aids that will program them based on a hearing test I take online or by sending them my audiogram performed by a hearing professional. This is the same as what I would get from an audiologist at a clinic where I can walk in, right?

You’ve done your homework. You know that a hearing aid must be programmed based on your personal hearing test. Now you’ve found numerous online companies that ask you to send them your hearing test. They will program your aids based on your hearing loss and mail them to your home. Problem solved, right? No. Here’s why.

Scheduling a face-to-face appointment with and investing in hearing aid technology through an established audiology practice close to home ensures that you are well-informed regarding your hearing health care, that your treatment plan is tailored to you, that you are offered the latest technology from all the major manufacturers, and that you have an audiologist supporting you every step of the way. Your licensed audiologist will work closely with you to educate and counsel you about your hearing loss, guide your selection of an appropriate hearing aid, set realistic goals for your journey to better hearing, answer questions, and provide the support and counseling you need to be a successful hearing aid user. Ongoing programming adjustments, cleanings and general maintenance will be completed in the office in real time, which is the best way to account for your individual needs and allows you to get right back to hearing the world around you. Comparing in-office visits with a university trained and educated audiologist to an online buying experience is comparing apples to oranges.

While purchasing hearing aids online may be tempting, many potential pitfalls and hidden costs can exist. Keep in mind that online or mail order purchases do not allow you to use health insurance benefits available for hearing aid technology. Crunching the numbers, consumers often find that a reputable, local audiology practice—that is committed to seeking out and filing your insurance benefits—can often provide a patient with advanced hearing aid technology AND ongoing service and support at a better value than the flashy, bait-and-switch options available online and through mail order. Trying to work with a hearing aid company long distance can lead to unnecessary frustrations e.g., dealing with multiple phone representatives, communicating hearing aid fit issues that actually need visual evaluation, and navigating repair issues by mail.

Additionally, always be sure to research reviews (other than those found on the retailer’s website) and consumer reports before purchasing any item online. Understand that even if you simply register for information from an online hearing aid company, you may inadvertently bind yourself to them. While the online company will refer you to a local hearing aid practice, that practice must now contractually adhere to the online referral source for pricing and services.

Better hearing is a process and support from family, friends and your audiologist is needed to truly be successful as a hearing aid wearer. Making your investment in hearing health with a careful comparison of costs and benefits is key to ensuring you make an apples to apples decision!

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From Frustration to Confidence: How Starkey Omega AI Helped a Veteran Reconnect with the Sounds of Life

July 3, 2026

For U.S. Navy veteran Petty Officer 3rd Class Niketa Willard, hearing loss wasn't just an inconvenience—it was affecting her work, her daily life, and her ability to fully engage with the world around her. Like many people with hearing loss, she didn't realize just how much she was missing until she experienced better hearing firsthand. The Patient's Hearing Challenges Niketa's hearing loss became most noticeable in two areas of her life: at home and at work. At home, she found herself missing everyday sounds she once took for granted. Whether it was birds singing in the distance, children playing nearby, or even the warning beep from her dog's training collar, many sounds had gradually faded from her awareness. At work, the challenges were even more significant. Niketa frequently communicates with contractors located around the world, often navigating different accents and fast-paced conversations during virtual meetings. "I was constantly asking people to repeat themselves," she recalls. "I relied on captions, recordings, and detailed notes just to make sure I understood what was being discussed." Why She Sought Help As communication became increasingly frustrating, Niketa realized it was time to find out what was happening with her hearing. What she discovered confirmed what she had been experiencing all along—her hearing difficulties were real, and they were significant. As a military veteran who worked around ammunition, flight decks, firearms, and other high-noise environments, Niketa believes her hearing loss is directly related to her years of service. "I was around a lot of things that go boom," she says. "I know my hearing loss came from my military days." Her Experience at Johnson Audiology One of the things that stood out most to Niketa was how she was treated throughout the process. "They listened to my concerns," she says. "I felt heard and seen." Rather than rushing through appointments, the team took time to understand her challenges, explain her test results, and help her find the right hearing solution for her lifestyle. "They treat you like a person—not just another number," Niketa explains. "The doctors really care. They take the time to teach you how to use the devices, explain what to expect, and make sure you're comfortable every step of the way." She also appreciated the ongoing support available after her fitting, including walk-in service hours and easy access to help whenever questions arise. Why She Chose Starkey Omega AI After evaluating her hearing needs, Niketa's audiologist, Dr. Anna Wade, recommended Starkey Omega AI hearing aids. The advanced technology offered features that supported both her professional and personal life, helping her hear conversations more clearly while reconnecting her with environmental sounds she had been missing. The devices also included sound therapy options that help her manage tinnitus, a common condition among veterans with noise-induced hearing loss. "When the ringing becomes bothersome, I can use the background sounds in my hearing aids to help distract from it," she says. "That feature has really helped." The Improvements She's Noticed The difference was immediate. One of Niketa's first realizations came while sitting on her patio with her dog. For the first time, she could hear the beep from his training collar and the sounds that had always triggered his barking. "I could hear everything he was hearing," she says. "The birds, people walking nearby, kids playing—sounds I didn't even realize I was missing." At work, the improvement has been equally dramatic. "I can hear people so much more clearly now," she explains. "I don't have to ask them to repeat themselves three or four times. It's been a game changer." The reduced communication strain has improved her confidence, productivity, and ability to learn and retain information during meetings. Advice for Others Considering Treatment For anyone putting off hearing treatment, Niketa has a simple message: "Take that step." She encourages others not to wait, even if they need time to plan financially for treatment. "It's worth it. It's a life-changing experience. You really have nothing to lose because you already can't hear. You have everything to gain." Ready to Hear What You've Been Missing? If hearing loss or tinnitus is affecting your work, relationships, or daily life, Johnson Audiology is here to help. Our experienced audiologists provide comprehensive hearing evaluations, personalized treatment recommendations, and access to advanced technology like Starkey Omega AI hearing aids. Schedule your hearing consultation today and discover what better hearing can do for you.