Understanding Hearing Health Care Choices and Customer Archetypes in an Era of Over-the-Counter Hearing Aids

Purpose: The purpose of the study was to identify factors influencing consumer choice toward hearing health care (HHC) delivery pathway (provider-driven vs. over-the-counter [OTC] hearing aids) and to characterize customer archetypes. A secondary purpose was to evaluate shifts in consumer choices and archetypes in light of the recent availability of OTC hearing aids. Method: A 27-item survey, adapted from prior work, was administered via Qualtrics Research Panels to over 1,000 U.S. residents aged 50 years and older with no prior hearing aid experience. Multiple linear regressions identified predictive factors for delivery pathway. Principal components analysis and k -means clustering were utilized to develop customer archetypes. Results: Completed surveys obtained from 1,013 respondents showed that while 39% of respondents reported being comfortable with purchasing an OTC hearing aid, 84% preferred a provider-driven model. Insurance coverage and stage of HHC journey were predictive of pathway choice. Three customer archetypes emerged: Empowered Evaluator, Passive Traditionalist, and Disengaged Skeptic. Customer archetypes varied on stage of the HHC journey and comfort managing online transactions. Passive Traditionalists were more likely to pursue provider-driven models of HHC compared to Empowered Evaluators. Conclusions: Respondents report a strong preference for provider-driven care despite growing comfort with OTC hearing aid options. Insurance coverage, care journey stage, and customer archetypes may influence HHC decisions. Supplemental Material: https://doi.org/10.23641/asha.33071336