Amplification and Assistive Devices (AAD)
Abigail Griffith (she/her/hers)
AuD Student
University of North Texas
Disclosure(s): No financial or nonfinancial relationships to disclose.
Ariel Hatley
AuD Student
University of North Texas, Texas
Disclosure(s): No financial or nonfinancial relationships to disclose.
Candice N. Reed
AuD Student
University of North Texas
Grand Prairie, Texas
Disclosure(s): No financial or nonfinancial relationships to disclose.
Sharon Miller, PhD
Assistant Professor; Director of Graduate Studies for Audiology
University of North Texas
University of North Texas
Fort Worth, Texas
Disclosure(s): No financial or nonfinancial relationships to disclose.
Sara Champlin, PhD
Associate Professor
The University of North Texas
Denton, Texas
Disclosure(s): No financial or nonfinancial relationships to disclose.
Over-the-counter (OTC) hearing aids were introduced to increase access to amplification devices. This research project analyzed social media posts from three OTC brands to examine how health literacy content, which is important for informed decision-making, is incorporated into OTC hearing aid marketing. Results revealed a promotional orientation rather than a health literacy focus. Results also showed that OTC hearing aid brands did not significantly adjust their communication strategies after the devices became available, emphasizing the need for improved educational content.
Summary:
Objectives:
The primary objectives of this study were to 1) examine current marketing depictions of health literacy as it relates to Over-the-Counter Hearing Aids (OTC HAs); and 2) investigate how these companies adapt their approaches to health literacy, leveraging the FDA announcement as a focal point for brand and product communication.
Rationale:
In October 2022, a significant change in consumer healthcare occurred as over-the-counter (OTC) hearing aids became available for purchase in the United States, offering accessibility to approximately 40 million adults with mild to moderate hearing loss. Despite the potential for health communicators to educate a large audience about hearing health as it relates to OTC hearing aids, communication and adoption in this product category remains limited. Motivated by this fact, this research explores the prevalence of health literacy variables in OTC hearing aid marketing and its possible contribution to this constraint. Health literacy, vital for informed decision-making, is notably absent from public discourse, especially in media representations, exacerbated by the rise of OTC solutions. Recognizing the lack of comprehensive examinations on the interplay between health literacy and OTC hearing aid marketing strategies, this study also aims to examine the evolution of health literacy marking pre- and post-FDA approval.
Methods
The study analyzed 295 branded Facebook posts from three OTC hearing aid brands (Eargo, Lucid, Lexie) over 6 months surrounding the OTC initiation on October 17th, 2022. A coding team of three Doctor of Audiology (Au.D.) students, trained by a health communication scholar and a certified audiologist, developed and refined a codebook for content analysis. Reliability was established with Krippendorff's alpha values indicating substantial agreement. A Pearson chi-square test assessed differences in variable frequencies before and after the FDA announcement. The research aimed to track the evolution of OTC hearing aid depictions in mass communication on Facebook during this period.
Results
The diversity in content categories was evident in the OTC advertisements, with the majority of posts urging readers to visit the brand's website, encouraging immediate product purchase, and detailing the features of their OTC devices. Conversely, categories vital for effective health communication, such as diagrams, statistics, and usage guidelines, were notably less emphasized. These findings imply a promotional orientation, highlighting the need for improved educational content in OTC hearing aid marketing. Examining pre- and post-FDA announcement changes, only posts featuring hearing health information showed significant differences, while other categories remained unchanged. In essence, OTC hearing aid brands did not alter their communication strategies with audiences post-announcement.
Conclusions
The findings underscored a notable lack of attention to health literacy variables crucial for informed decision-making, signaling limited educational initiatives by these brands. Despite the transformative FDA approval, the observed promotional orientation indicates an existing gap in educational content, highlighting the necessity for improved efforts in incorporating health literacy into OTC hearing aid marketing. Bridging this gap is essential not only to empower consumers with the knowledge necessary for making informed choices about their hearing health but also to foster more balanced and informative communication in the overall marketing strategies of OTC hearing aid brands.