Hearing aid giants position themselves within US sales channel using new products

The competition for the US sales channel Veteran Affairs is increasing, and in November, the three Danish hearing aid giants Demant, GN Hearing and WS Audiology have either launched new top products or improved existing ones in attempts to win market shares in this channel, which holds 20 percent of all hearing aid sales on the world's largest market.
Photo: WS Audiology / PR
Photo: WS Audiology / PR
BY ALBERT RØNNING-ANDERSSON, TRANSLATED BY NIELSINE NIELSEN

With a yearly revenue in the high million-dollar range, US war veterans constitute an attractive source of income for Danish hearing aid manufacturers, who are battling each other and other competitors to become the preferred hearing aid supplier for the Veteran Affairs (VA) sales channel.

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