Audira Articles

Views, insight, perspectives, and commentary on hearing care.

Manufacturers’ response to commoditisation

Hearing aid manufacturers are like dealers in a game of poker – their channels must work with the hands they are dealt, never knowing what their competitors are working with

In Hearing care’s response to commoditisation we looked at the impact of commoditisation and the accessibility of information on hearing care practitioners. But hearing aid manufacturers are just as vulnerable, as we shall see, partly from the changes in consumer behaviour and partly from the way they maintain the relationships with their key channels. Understanding these relationships and their impact on the Consumer are the key to minimising the risks, maintaining margins and reducing the likelihood of outsiders encroaching on their market.

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