How do you sell hearing aids without selling a cure?

What we expected to find

No site claimed to cure hearing loss.

Our scanner flagged 30 sentences on 15 sites, and a person read every one. Even so, 3 sites used restore wording with no limits on it.

The honest version

Six sites said the opposite, and it reads well.

They said plainly that hearing aids do not restore natural hearing, or that tinnitus has no cure. You can say the same on your site.

The rule most sites missed

Only 2 of 18 sites printed the set phrase.

Of 30 sites, 18 described the Hearing Services Program. Its rules ask contracted providers to print a set phrase about conditions. Only 2 did, and both were national chains.

A fair question

Six sites called themselves Program providers.

We did not check contracts. But 6 sites said they were an accredited or approved provider. None of those 6 printed the phrase. If you are a provider, check yours.

The device rules

Only 2 of 30 sites had a TGA statement.

The TGA ad code sets required statements for device ads. Only the same 2 national chains had one on their hearing aids page. Check that yours does.

What independent means

If you say independent, say what it means.

Of 30 sites, 26 said independent and 20 explained it. In 2018, the ACCC acted on a provider that called its own advice unbiased. Back your word with a fact.

What buyers look for

Only 8 of 30 sites showed a price.

Only 8 printed any dollar figure for a hearing aid. Only 8 named the Audiology Australia or ACAud membership that funding depends on. Your buyers look for both.

Tap for the full measurement and the rewrite table