Market segmentation

By type: The hearing-aid market is segmented into Behind-the-ear (BTE), Receiver-in- canal (RIC), In-the-ear (ITE), and Completely-in-canal (CIC) devices, each catering to diverse user preferences and needs.

Table 29: Types of hearing aids

Behind-the-ear (BTE) Recommended by WHO as preferred hearing aid for low- and middle-income countries Receiver-in- canal (RIC) In-the-ear (ITE) Completely-in- the-canal/ Invisible-in- “the-canal
BTE type Hearing aid
Hearing Aid
Hearing Aid
Hearing Aid
The technology is housed in a casing that rests behind the ear and a plastic, acoustical tube directs sounds into an earbud or custom earmould. RICs are a subset of BTE hearing aids where the receiver of the hearing aid is inside the ear canal. Smaller than BTE hearing aids, ITE hearing aids sit inside the ear itself. Custom made to fit completely in the ear canal with only a small plastic ‘handle’ on the outside for removing it when not in use.

By technology: Analog hearing aids pick up sound energy and change it to electrical signals which are then amplified and delivered through the ear canal to the eardrum. Digital hearing aids perform the same key function as analogue hearing aids but can be programmed to suit individual audiological needs. They commonly allow for many additional features and are generally the preferred option. 104 Digital hearing aids dominate the market due to their superior performance and the greater ease with which their amplification can be tailored to suit the needs and preferences of the user.

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Digital hearing aids are pre-programmed or programmable. Pre-programmed hearing aids come with settings that are configured by the manufacturer based on a typical range of hearing loss profiles and are designed to accommodate average hearing loss patterns. The customization options are generally limited to these pre-set configurations. Programmable hearing aids offer a higher level of customization. These are fitted by an audiologist or a hearing specialist who uses specialized software to adjust the settings based on the hearing loss profile of the user. Programmable hearing aids can be fine-tuned to address specific frequencies and types of hearing loss, and adjustments can be made over time as the user’s hearing condition changes or as they adapt to the hearing aid.

The WHO preferred product profile for hearing-aid technology suitable for LMICs recommends the use of pre-programmed or similarly easy-to-fit hearing aids that maintain high quality standards. 105

By distribution channels: Hearing aids are available through various channels, including independent hearing clinics, hospitals, online retailers, optical chains, and OTC options. 106