Gary Ferguson
Copyright 2002
Most people are familiar with the many misleading advertisements used in today's world. Anything to sell a product, cause or person. Half-truths, unproven claims, subjective statements, the list goes on and on. But, most of them share one thing in common. They seem to know the fine line between less than truthful and outright lies. However, there are a few types of businesses and people who cross that line. Not only do they cross it, they also seem to get away with it! What's the first thing that comes to mind? Used car sales, right? Wrong! As dishonest as the used car business is, you visit the used car lot with your eyes open. Their reputation is well deserved, but at least you know what to expect. There is an industry far worse. An industry that tries to pass itself off as part of the medical profession. I'm talking Hearing Aids.
Hearing aids you say? Don't they help the deaf and hard of hearing to hear? Wrong, again. The Deaf would burn Gallaudet University to the ground before they would use them! The Deaf don't wear hearing aids, and don't want to hear, period! People with a severe or profound hearing loss, myself included, get very little benefit from them. Others with a less serious hearing loss may gain by using them. There is no guarantee. But, this article is not about who benefits and who doesn't. It is about the unscrupulous way they are sold. It is about how the unknowing and unsuspecting are fleeced out of their money!
Today in the United States there are approximately thirty million people with some degree of hearing loss. Of these, almost two million are Culturally Deaf. That leaves twenty-eight million people for the hearing aid industry to play with. The majority of these people are middle aged or senior citizens. More than likely they lost their hearing post-lingually. Unfortunately, too many hearing people have always viewed the Deaf as deaf and dumb. Becoming part of the Deaf Community is not an option for them. Another group is young hearing parents who God forbid, have a deaf child! They only want their child to be normal. Again the Deaf Community is not acceptable. The grief stricken parents rush to various doctors seeking a cure for their child. If they learn that their child has nerve deafness, there is no cure. Only a hearing aid might make the child normal. The medical profession and today's educators share some of the blame for this. But that is a story I'll save for another day.
Most people know when their hearing starts to go. They don't want to admit it, but they know. Finally, after too many hints from their children or friends, they decide it's time. Of course, all along they have been bombarded by advertisements in the newspapers and on television. All these ads are cut from the same bolt of cloth. They show older folks praising their new life since they started using the new "Wonder Ear" hearing aid. So off they go, like cattle led to slaughter, to see the hearing aid dealer.
Where are these dealers' dens? Everywhere: Shopping malls, and small strip malls. Some independent dealers may work out of an office in their homes. A new favorite seems to be medical complexes. The dealer will advertise that they are associated with some hospital! In reality they are only renting office space in a attached medical building! Like the eyeglass industry, some hearing aid manufactures are opening up chain stores. No matter who they are or where they are, as soon as you enter the office they are all the same.
As you step into the office you will be greeted by a smiling receptionist. Usually an older woman. This is planned. Older people will relate better to someone close to their own age. She will ask you to have a seat. The "Hearing Aid Man" is with another "Patient". He or she will be with you shortly. You will be given a serious-looking medical questionnaire to fill out. You will notice all the fancy diplomas framed on the wall, just like in a doctor's office. More than likely they will be on the wall behind the receptionist's work area, too far away to read. All the offices have a large diagram of the human ear on the wall close to where you sit. You will be impressed by the correct Latin names of the various parts of the ear. There will be free pamphlets telling you of all the miracles this dealer's brand will do for you. And last, but not least, there will be posters of older people having the time of their lives. There will be at least one poster of young children playing happily. All because of the "Wonder Ear" hearing aid.
Now the inner door opens. Out steps the "Hearing Aid Man"! With a beaming, surgically constructed smile that beauty contestants would kill for, he pumps your hand. A little small talk to put you at ease, then into his "den". You won't find any diplomas in here. But, the walls will be full of his achievements. Outstanding dealer awards. Dealer for the year, the decade, on and on! If you get close enough to read the fine print, you will discover that most of them are for sales.
You will be placed in a sound proof cubicle for the hearing test. He will chart your hearing loss. Pure technical talk now, which you may or may not understand. Don't worry, he will announce he has the perfect type of aid for you. It will be programmed just for you . Now comes the sales pitch. He will tell you what you want to hear. Misleading statements, half-truths, even outright lies! The "Hearing Aid Man" knows them all, and uses them. He will not rush you. He has all the time in the world for you. Go ahead, ask questions. He has the answers. He will let you try a demo in the den. Sounds good, doesn't? Of course it does! You are in a controlled settling. No outside noises to interfere. He speaks slow and uses perfectly clear English. He only uses words that are easy to understand. He feels you weakening. He knows he has you now! You ask about price. He knows you will be shocked, so he sugar-coats it. He tells you how it will be worth it to make you normal again! Finally you say yes.
The "Hearing Aid Man's" smile just got bigger. Notice how swiftly he works now. While you sign the sales papers, he will rapid fire all the details at you. Gone is the clear, slow and precise English of a little while ago. You are informed that the aid is guaranteed by the manufacturer for one full year. He will tell you you have fifteen to thirty days to return it if you are not satisfied. But he will also emphasize that it takes at least four to six weeks to become accustomed to it. You will be offered various gadgets that will improve you new "Wonder Ear" hearing aid, for extra money, of course. You will be fitted for an ear mold. Finally he will tell you the aid should be ready for you in two or three weeks. After he has your money, he will glance at his watch and tell you what a pleasure it was to help you. A little more chit-chat as he walks you to the door. Another hand pumping and a cheerful goodbye from both him and his receptionist. Out the door you go.
If your hearing loss was minor you will probably be okay. If not, you will find the people you understood before you were cured will still be understood. The people you didn't? You still won't have a clue! But, don't despair! The "Hearing Aid Man" still loves you! He can't wait to see you again in a few years. Perhaps by then he will have a new "SUPER Wonder Ear" that will make you more normal.
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To The Reader:
This story was written a few years ago for a college writing course I was taking. The assignment was to write an essay on false, misleading or unethical practices used in sales and advertising.
As a late deafened adult who has been using hearing aids for the past forty-four years, the subject of hearing aids seemed like a natural. My personal experiences with hearing aid dispensers has ranged from fairly good to very bad.
Many, and I certainly hope the vast majority, of hearing aid dispensers are dedicated professionals. People, who in addition to running a successful business, have a genuine interest in helping those of us with hearing loss. This story is not about them. If I offend any of the people, I hope they will forgive me.
This story is directed at the other side of the business, the dark side. Those who have no ethics, no principles. Those who are motivated by only one thing, greed. I call them "Hearing Aid Men".
Finally, did I write this story in a false and misleading manner? I'll let you be the judge on that.
Gary J. Ferguson
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