Perception, Stigma, and Ergonomics in Hearing

Let’s address the stigma "thing." Is it "awkward" to wear standard consumer earbuds (e.g., AirPods) to compensate for hearing loss? Are standard hearing aids a visible sign to informs others that a person has a disability? Are we supposed to have to explain that "these things are actually hearing aids"? This article discusses product design, hearing aids, the stigma associated with its use, and how that could complicate the ongoing convergence with consumer-oriented hearing assistance and enhancement.

Powered by Signia’s Integrated Xperience (IX) technology, the new Signia Active Pro IX design combines the advanced capabilities of full prescription hearing aids with the form-factor and features of consumer earbuds. According to the Danish brand, these prescription-grade hearing aid devices will appeal to those already familiar with the possibilities of cutting-edge earbuds, bringing much needed assistance to even more people.

Responding to the Food and Drug Administration’s recent approval of over-the-counter (OTC) hearing aids, HearUSA announced that it will offer Sony’s new over-the-counter hearing aids. The first two models – the Sony CRE-C10 and Sony CRE-E10 – will be available for clients to purchase early next year in all HearUSA centers and online. These solutions result from Sony's joint development with WS Audiology Denmark with the aim of supplying products and services in the OTC self-fitting hearing aid space.

It didn't take long. A month past from the partnership agreement announcement between Sony Corporation and WS Audiology Denmark A/S with the aim of jointly developing and supplying new products and services in the OTC self-fitting hearing aid market, Sony has already announced the first two products for the Over-the-Counter (OTC) hearing aids space in the US market. The two products to debut from the partnership are the CRE-C10 and the CRE-E10 self-fitting OTC hearing aids.

Following the recently issued rule establishing Over-the-Counter (OTC) hearing aids by the US Food and Drug Administration (FDA), Sony Corporation and WS Audiology Denmark A/S have entered into a partnership agreement and various ancillary agreements with the aim of jointly developing and supplying new products and services in the OTC self-fitting hearing aid market, beginning with the United States. US consumers will be the first to be able to buy Sony-branded hearing assistive products.

It's not only the technology that is evolving much faster in consumer true wireless earbuds. It's also consumer's perception of what these products can do and its widespread appeal. Understanding that hearing aids could greatly benefit from that form-factor to surpass existing stigmas, WS Audiology's hearing-aid brand Signia is targeting a new generation of users with its Signia Active Pro earbud-style hearing aids that also offer high-tech audiological benefits.

Following approval by the European Commission earlier in February 2019, EQT funds, owners of Sivantos Pte. Ltd. (“Sivantos”), and the Tøpholm and Westermann families, owners of Widex A/S (“Widex”), announced the successful completion of the business combination between Sivantos and Widex. The newly created company will operate under the name WS Audiology and be headquartered in Lynge, Denmark and Singapore.