For some years, hearing aid manufacturers of all sizes have been anticipating the upcoming US sales channel, which will allow for cheaper, less advanced hearing aids to be sold over the counter (OTC).
Industry people are asking themselves: Will this lead to lower average sales prices and competition from new players, for example from low-cost manufacturers and electronics firms eyeing an opportunity to enter a market that has seemed impenetrable up until now? Or will it simply expand the market?
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