MarkeTrak—Tracking the Pulse of the Hearing Aid Market

The MarkeTrak surveys conducted by the Hearing Industries Association have been looking at trends in the hearing industry since 1989. The latest survey, MarkeTrak 2022, reviews ongoing trends in hearing device adoption including PSAPs and implants, satisfaction with hearing aids and hearing professionals, and a look into insurance coverage and price considerations. These are discussed as they relate to the five key areas of the marketing mix: people, products, price, place, and perception. The key takeaways from this survey include: adoption has doubled in the past 25 years; more than 75% of hearing aid owners feel the hearing professional play an important role in their success with hearing aids; financial assistance has doubled since 1991 to 54%; and additional efforts are needed to educate consumers on the technology and benefits of hearing aids and early intervention.