MarkeTrak 10: Patients; Providers; Products; and Possibilities
10 February 2020 (online)
For almost four decades, the Hearing Industries Association (HIA) has provided relevant data on knowledge, attitudes, and behaviors of individuals who have self-reported hearing loss and/or use hearing aids through the publication of MarkeTrak. Over time, HIA has reported on the many changes that impact patients as they evaluate their choice to address their hearing loss or not.
With the release of MarkeTrak 10, we assess the recent changes that have occurred in the marketplace and acknowledge their impact on the individuals we work to serve. Looking at the impressive innovations in technology, our greater understanding of health effects related to hearing loss, the decreasing stigmatization of hearing aids, and increasing adoption rate of hearing aids, we remain confident in the future of this industry.
Our work is always evolving. The number of people who turn to hearing devices as a solution to their hearing loss remains below 50%, a startling statistic that is also found in countries that provide hearing aids at no cost. As we look at the continued evolution in this field, including changes in reimbursement policies, evolving sales channels including the anticipated regulation for over-the-counter devices expected in 2020, and the increasing demand for a better quality of life for an aging population, we recognize the necessity for an even greater understanding of consumer needs so that hearing health professionals can better serve their patients.
To that end, we are grateful to Catherine Palmer, PhD, editor-in-chief of Seminars in Hearing for providing this opportunity for a major first—a review of MarkeTrak data in a peer-reviewed journal. We also thank the guest editor of this issue, Thomas A. Powers, PhD, and our authors, Erin M. Picou, PhD; Lindsey Jorgensen, PhD; Robert C. Fifer, PhD; Brent Edwards, PhD; and Michael A. Harvey, PhD, for their work to bring a greater understanding of these data to a larger audience.
To the readers of this journal, we welcome your thoughts on the content provided. Working together, we can reach more people who will benefit from the superb professional services and hearing technology available today.