The Importance of "Trust" in Hearing Care

My name is Jon Elliott and I'm the founder of Independent Hearing Clinics of Canada (IHCC), an organization that works on behalf of Canadian hearing aid consumers for positive change in the hearing aid industry.  I believe better hearing solutions are possible.  I believe consumers deserve better value when purchasing hearing aids.  I believe IHCC, along with quality-focused hearing clinics and hearing professionals can make this happen.

People are always asking me why I do what I do.  Some say, "Why can't you just sell hearing aids like everyone else?", or, "Why can't you just raise public awareness of issues like everyone else?"  My short answer is, "There are problems in the marketplace that everyone else has not been able to solve.  New results require new approaches.  It's time for something different."

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What's the #1 desired quality that is missing in today's market?  It's "trust".  Collectively, corporations, politicians, and not-for-profit organizations spend billions on advertising campaigns, the sole purpose of which is to win your trust.  Why has this approach become increasingly fruitless?  Why have consumers stopped listening and responding?  

Read about "Loss of Trust" in the hearing aid industry...

Garnering trust used to be easy.  One carefully crafted commercial could sway millions.  A slick political speech with flailing hand gestures could motivate countries to achieve greatness or do the unthinkable.  Traditional ideologies were followed but rarely questioned.  Over dinner, what dad had read in today's newspaper both started the conversation and ended it.  Thankfully, things are a bit different today.  

While elements of the past will always exist, there are clear signs of emerging markets that will not "tow the line".  A new consumer has appeared out of the mire of ignorance - the "informed skeptic".  The informed skeptic is defined by their unwavering desire for objective information.   They are not easily swayed by tradition, loyalty, branding, and typical sales tactics as they see them for what they are - distractions from information of substance that would allow them to make properly informed decisions.

The informed skeptic is now entering the hearing aid market.  Seniors are increasingly using the internet and are searching for information using on-line resources.  Value-conscious adult children of parents with hearing loss are increasingly becoming involved in the decision making process for their aging parents.  What information are they searching for? What information are they finding?

As a SEO expert, I know what consumers are looking for.  I can tell by the specific nature of their keyword searches.  A fast-growing number of hearing aid consumers are trying to find honest, objective information about hearing aid products and services from reliable sources they can trust.  But, in large part, these consumers are failing to meet this goal.  There is a disconnect between what they are looking for and what they are finding.  It's because what they are looking for (i.e. trustworthy information geared for consumers) just isn't there.  

The marketing budgets of the big players, whether they be hearing aid manufacturers or corporate dispensing giants, control the message to such an extent that finding useful information about "value" is like finding a "needle in a haystack".  

That's why HearingClinics101.org was created.  This website provides information that cuts through corporate marketing, market myths,  oversimplified perspectives, and anecdotal evidence to address real, measurable issues that directly impact a successful hearing solution.  If you're a hearing aid consumer and are reading this article, I'd like to congratulate you for making it this far.  I want you to know that our organization (along with this website) was created just for you.  I hope you will make good use of all our resources and share them with others.  

IHCC does not sell hearing aids.  Our first priority is long-term health of the hearing aid marketplace.  We want both those with hearing loss, along with quality-focused hearing clinics, to thrive well into the future.

Read about the "IHCC Solution" for hearing industry issues in Canada... 
 
Our organization is always open to any questions, comments, or stories anyone may wish to share with us.  Please contact us anytime at info@ihearclinics.ca.  We look forward to speaking with you.

Best Regards,

Jon Elliott
IHCC
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