What’s The Best Way To Treat Your Hearing Loss? [Comparison Of Costco, Sam’s Club, OTC Devices, Listen Lively, And Audiology Associates]

What’s The Best Way To Treat Your Hearing Loss? [Comparison Of Costco, Sam’s Club, OTC Devices, Listen Lively, And Audiology Associates]

by | May 24, 2023 | Hearing Aids, Hearing Loss, Patient Resources, Technology

In today’s world, there’s no shortage of places to address a hearing challenge.

Advertisements are shouting about the latest over-the-counter devices, you may often walk past the hearing aid department at Costco, and brands such as Listen Lively and other direct-to-consumer offerings are aggressively marketing.

You may be left wondering what the difference is between the different options available and what are the real benefits you’ll get by working with a team of Doctors of Audiology.

In this article, you’re going to learn the key differences through an honest and unbiased breakdown to ensure that you or your loved ones make the right decision for your hearing health.

We’re going to start with an introduction to Audiology Associates, explaining who we are and what we stand for.

About Audiology Associates

Audiology Associates is a leading provider of hearing health services with a strong commitment to personalized care. We believe in going above and beyond to offer the most advanced technology and techniques in the field of audiology. Our dedicated team of Doctors of Audiology provides individualized attention to each patient, ensuring their unique hearing needs are met.

We believe that hearing health is a vital part of overall wellness and strive to empower our patients through education and comprehensive hearing healthcare. Our patient-first philosophy ensures that we provide the highest standard of care in a compassionate and understanding environment.

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The four different options that we’re going to look at are:

  • Working with Audiology Associates—a trusted team of Doctors of Audiology
  • Visiting a big box store—like Costco, Sam’s Club, etc.
  • Buying online through direct-to-consumer
  • Buying an over-the-counter (OTC) device

The truth is, doing something is better than doing nothing, and all treatment options are a step in the right direction.

However, in the same way that you want to make an informed and smart decision when deciding upon any aspects of your healthcare, it’s important that you know all the details.

Whether you’re reading this article for yourself or on behalf of a loved one, our hope is that this helps and supports you on the journey.

What Are the Key Differences?

Before we look at the breakdown of each specific option, here is a high-level overview of some of the big differences between the options available.

On the left-hand side are some of the key features that many people look for when addressing a hearing challenge, with a tick, cross, or details for each particular option.

Comparison Chart
We will also introduce the unique features of our hearing aids and how they contribute to better hearing health.

Features of Our Hearing Aids

Our hearing aids come with a range of unique features designed to provide the highest quality sound, ultimate comfort, and ease of use. These include:

Digital Noise Reduction

This feature reduces background noise, making it easier for users to focus on the conversation at hand.

Directional Microphone

This helps users understand speech in noisy environments by focusing the microphone directly on the person speaking.

Feedback Cancellation

This eliminates the annoying whistling sound that can occur with hearing aid use.

Data Logging

This feature records data about the user's listening environments to customize the hearing aid to their personal needs.


This allows the hearing aids to connect with hearing loop systems in public places like theaters or churches, improving the sound quality in these settings.

There are two things at the top of the list that need further comments.

Firstly, what is a diagnostic hearing assessment, and why is it important? The truth is, there’s no shortage of places to have your hearing tested—you can do it through online hearing tests, or you can visit your local big box store.

But in the same way that you wouldn’t trust a medical diagnosis to Google or a retail employee, it’s important to understand that there are different levels of hearing testing.

Many common hearing tests solely test to find the granular result to the question, “Do you have hearing loss?”

This only results in either a yes or a no.

A diagnostic hearing assessment looks beyond the WHAT and instead looks at the WHY to determine if you have a hearing loss. If you do have a hearing loss, the assessment helps to find the reasons for the hearing loss, what the true impact of it is, and what the best solution is to help you achieve the outcomes you’re looking for.

Secondly, what are audiological best practices? These are very important, because unless a miracle cure for hearing loss becomes available, you’re going to be living with a hearing loss for the rest of your life.

This is the reason that it’s not recommended to take shortcuts and work with options that put a band-aid solution on a larger problem. Instead, you want to work with a team that focuses on your long-term hearing health.

From advanced testing to a multi-point fitting process—all the small, advanced steps are often the difference between a mediocre result and achieving better hearing for life.

At Audiology Associates, these two aspects are fundamental to the way that we support the people we work with—but with direct-to-consumer, over-the-counter, and big box stores, this level of in-person detail and care is not available.

Pros and Cons of the Four Options

#1 – Over-the-Counter Hearing Aids

In late 2021, President Biden signed an executive order that shared that “hearing aids are so expensive (greater than $5,000/pair) that only 14% of the approximately 48 million Americans with hearing loss use them.”

As a result, he directed the Department of Health and Human Services (HHS) “to consider issuing proposed rules within 120 days for allowing hearing aids to be sold over the counter.”

This was followed by the proposed regulations from the FDA (which are currently in a commenting period).

It’s expected that upon the green light being given, over-the-counter devices will be available in 2022, and rumors suggest that several big consumer brands are preparing to launch their over-the-counter devices, including Apple and even Google.

Although there are a lot of unknowns about these types of devices, we have learned a lot from devices like the Bose SoundControl and the Jabra Enhance Plus, which are essentially glorified PSAPs (Personal Sound Amplification Products).

Priced at around the $1000 mark, they are available online, and you self-fit them by following some settings within an app. They are not professionally personalized to your exact hearing loss, and instead they offer more of an overall amplification for people with mild hearing loss.


  • Accessible online
  • Look like earphones (can be disguised)
  • Very competitively priced


  • Not tailored to your specific hearing loss
  • Don’t require any form of testing (it could be a buildup of earwax that is responsible
  • for your reduced hearing, or you may have no hearing loss)
  • Self-fitting can lead to discomfort and lack of performance
  • No hearing health support (just consumer electronics support)
  • No warranty if you lose or damage your device
  • Only appropriate for mild to moderate hearing loss

Although there is going to be a lot of noise about these devices, they are only helpful to people with mild hearing loss who need hearing help in certain situations.

#2—Online Direct-to-Consumer Models (Such as Listen Lively)

You may have seen advertisements from brands like Listen Lively or other popular online models that promote convenient ways to address a hearing challenge without visiting a professional, instead offering remote online appointments.

It’s a strong proposition. They promote the best of both worlds, allow you to work with a hearing professional through their website, and help you to save money.

You have an online hearing test, and then a set of devices is sent to you to self-fit following their tutorial videos, with online support available.

In our eyes, an online hearing assessment feels risky—but there are many people who have used this solution to achieve the outcome that they were looking for.

  • Available online
  • Slick ordering process
  • Hearing technology is
  • developed by a reputable manufacturer
  • Money-back guarantee
  • Your hearing is tested online
  • (which often leads to inaccuracy)
  • No in-person testing (other reasons
  • for a hearing challenge are not picked up)
  • No in-person appointments/support
  • Do not accept insurance

Although there’s a lot of good about this offering, depending on what you’re looking for, our belief is that it’s not the right option if you’re prioritizing your hearing healthcare.

#3—Big Box Retail Stores (Costco/Sam’s Club, etc.)

Costco is one of the biggest sellers of hearing devices in the country. Through their hearing department, they have a strong retail model that allows you to purchase their Kirkland devices (that are rebranded by a reputable manufacturer) and cut costs while visiting a hearing aid specialist in person.

It’s a step in the right direction compared to purchasing online, since you’re tested in a sound booth and your hearing aids are likely to be programmed much more effectively.

However, the biggest challenge with big box stores is that they’re a retail model rather than a medical model—which means that efficiency is often more important than delivering healthcare.

Once again, it all depends on what’s important to you and what you prioritize the most.

  • You receive a hearing test
  • You receive an in-person fitting
  • You wear professional technology
  • You have a warranty
  • You can return for help/cleanings/support if needed


  • You do not have a diagnostic hearing evaluation
  • They do not follow audiological best practices
  • You’re often seen by a hearing aid specialist rather than an audiologist (the difference
  • is that one is trained to diagnose a hearing loss and program devices, whereas the other goes
  • to school for five years to become an expert on all aspects of the ear/hearing)
  • You don’t receive follow-up care for adjustments, updated hearing assessments, etc.
  • You cannot utilize your insurance benefits
  • Payment plans are unavailable

Costco and Sam’s Club have a great model of delivering low costs, and this is certainly an option if finances are the biggest motivator for you, but just know that it comes with its downsides.

#4—Audiological Care at Audiology Associates

Often considered the traditional approach, this is the option if your healthcare is the most important factor for you.

You’re able to visit a team of Doctors of Audiology to have a diagnostic hearing assessment that follows all audiological best practices. This means that the reason for your hearing challenges is very important, and the level of treatment is much more specific.

You’re able to receive ongoing support and care that ensures that your hearing health remains the priority, and the focus is prolonging your hearing and taking all steps to ensure that your hearing loss doesn’t worsen.

Furthermore, at Audiology Associates, we prioritize providing education and counseling to patients, allowing you to fully understand your hearing health and the reasons behind your hearing loss. We also offer a variety of hearing aids from different manufacturers, meaning that we can provide the best solution for your individual needs rather than being limited to a specific brand or model.

In addition to hearing aids, we provide comprehensive aftercare services. These services include regular cleaning of your hearing aids, adjustments as needed, and annual hearing evaluations. This aftercare is crucial in ensuring that your hearing aids continue to meet your needs and that any changes in your hearing can be addressed promptly.

Finally, at Audiology Associates, we understand that treating hearing loss is an investment. We offer various financing options to make this investment more affordable, and we will work with you to help you understand your insurance benefits and what costs may be covered.

  • You’re treated by an individual Doctor of Audiology
  • Ongoing care means that your devices are maintained and your hearing
  • is regularly tested to ensure any adjustments can be made to your devices
  • You’re not limited to the technology that you’re fitted with, and a custom solution is
  • decided based on your needs, circumstances, and budget
  • You receive a long-term warranty/protection for added peace of mind
  • Payment plans are available
  • You’re working with a small business rather than a large corporation


  • It’s a commitment to your long-term hearing health

Naturally, we believe this is the best option if you want to maximize your long-term hearing health and treat your hearing challenges the right way. However, the decision is truly up to you.

We are delighted that you’re exploring your options to make a step in the right direction, and our hope is that this article has added transparency on what can be a difficult decision.

If you have any questions or need any help, then please know that our friendly team of experts is available to offer no-obligation advice and support—simply request a callback by clicking here.

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Dr. Melissa Segev Au.D, F.A.A.A.

Dr. Segev, co-owner of Audiology Associates, proudly represents the values of excellent patient care upon which her practice was established in 1977. She understands that to properly treat the patient, excellent state-of-the-art medical testing is required along with acute listening and understanding of the patient’s perceptions of how they are feeling and what their needs might be.

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