You may have heard a lot about the introduction of over-the-counter (OTC) hearing aids, heralded as a transformative step toward affordable, accessible hearing health solutions. The promise was clear: make hearing aids more available and less expensive for those with a mild to moderate hearing loss.

But as it stands, the revolution that many hoped for hasn’t materialized exactly as planned.

What happened to OTC hearing aids?

High Return Rates and Limited Adoption

One of the critical issues afflicting OTC hearing aids is a high return rate.

Retailers report significant dissatisfaction among users, often linked to poor audio quality and a lack of necessary customer support.

For instance, Michael Abt of Abt Electronics stopped selling these devices after facing a 40% return rate. With this in mind, only about 2% of adults with hearing difficulties have opted for OTC hearing aids, indicating a much lower adoption rate than anticipated.

Why are these return rates so high? The answer largely lies in unmet expectations around the product’s functionality and the ancillary support required by users.

Unlike traditional hearing aids fitted by audiologists, which boast a national return rate of 6%-10%, OTC hearing aids see returns at rates four to seven times higher. Many users find that the support from audiologists, including programming and ongoing maintenance, makes all the difference.

Consequently, around 60% of patients who return their OTC devices end up purchasing hearing aids from professional clinics where they receive comprehensive care.

The Cost Dilemma

Initially, OTC hearing aids were anticipated to cost as little as $200, making them more financially accessible.

However, the reality is starkly different, with many models ranging from $1,500 to $2,000.

This price point can be prohibitive for many potential users, making OTC options less appealing when compared to the personalized service offered by traditional hearing care providers.

Challenges in Support and Customization

Users of OTC hearing aids often need assistance with programming and troubleshooting their devices, which many companies fail to provide adequately.

Although some companies have improved their customer service and managed to reduce return rates, they still face a considerable 25% return rate. Despite attempts to offer better support, the fundamental issue of customization persists.

Contrast this with the services provided by hearing care professionals, who emphasize personalized care, test drives of technology, and a strong support network that ensures optimal device performance.

In a 2017 survey of 809 participants aged 50 years and older (selected from a nationwide panel of more than 30 million people, balanced to be representative of the U.S. population (bit.ly/otc-accept), 33% reported hearing loss, but only 28% of the 33% had hearing aids. Significantly, 93.82% reported that it was very important (33.50%) or absolutely important (60.32%) to have a hearing care professional select, fit and program hearing devices.

On the other hand, MarkeTrak 9 data indicate that 85% of hearing aid users who have hearing aids four years old or newer are satisfied with their devices, and 90% of these owners are satisfied with the professional care they received.

Emerging Competition: Consumer Electronics

The landscape for hearing solutions is further complicated by potential competition from consumer electronics giants like Apple’s AirPods Pro 2, which released in 2024 with basic hearing features similar to OTC devices.

While this might initially seem like a promising step toward greater accessibility, challenges like battery life limitations and visibility issues could limit their effectiveness as long-term solutions.

A Call for Professional Expertise

Despite the promise of OTC hearing aids, the support from professional audiologists remains irreplaceable.

The importance of expert care and a methodical approach, which includes personalized assessments and professional hearing aid programming, ensures you don’t just hear better but enjoy a comprehensive support system tailored to your needs.