GN flagship product gets off to a bad start with war veterans: "It is an unfortunate cocktail"

Despite sky-high expectations for the launch of GN Hearing's latest top product in the US sales channel Veterans Affairs, reception has been lukewarm – or decidedly chilly. The lack of access to audiologists combined with skepticism over new technology is to blame, according to CEO Gitte Aabo.

Gitte Aabo, CEO, GN Hearing | Photo: GN Hearing/PR

The expectations and emotions ran high when GN Hearing got its new top product, Resound One, into US sales channel Veteran Affairs (VA) on Nov. 1 2020. Veterans Affairs (VA) is a public channel that adjusts hearing aids to suit ex-military personnel and makes up a fifth of the large US market.

However, half a year later, the company has been forced to admit that it may have overestimated what it could expect from the product.

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