How to purchase hearing aids in 2026. Top tips from a pro!

Straight talk from someone who has been doing this for a very long time.

My name is Dr. Douglas Kloss, and I have been a Wisconsin Audiologist for over 30 years. I have fit thousands of hearing aids. It is painful to see people go about the process of obtaining hearing aids the WRONG WAY. I will offer my opinion as a public service on this topic. I strongly suggest you read this information and keep it as a reference. 

Hearing aids are sophisticated medical devices that can be expensive, but there is more to it than just the devices.  Hearing is complicated and the hearing aids alone do not instantly solve the problem.  The hearing aids are the professional device that allows us to rehabilitate your auditory system.  We can only work with the hearing you have left, and it is a process not an instant fix.  You will be working with your audiologist on a constant basis which is important to select an expert that has education and experience to treat your specific needs.  Let me help you obtain them correctly and cut through the marketing hype. 

When you are looking to confront your hearing loss and seek treatment, it is easy to feel overwhelmed due to the amount of information in the media.  There are so many different types of hearing aids available, unless you know exactly what your needs are it can seem like an impossible task.

A few observations to start: 

1. Stop thinking that there is a “cheap” way to get quality hearing aid technology. You get what you pay for in this industry, and as the saying goes, “Nothing cheap is good, and nothing good is cheap”.  If you think the plastic shell you see on TV that they call a hearing aid is the same thing as what you are getting from your Audiologist, you are mistaken! It may look similar, but that’s where it ends. 
2. The overwhelming majority of ads you see in the media come from hearing aid salespeople, not audiologists. This is unfortunate because they lead you to believe that the hearing aid itself is the most important piece of the puzzle. 
3. People who wear white lab coats and talk only about the product they are selling should be avoided. Hearing aids only work as good as the person programming them for you. I see plenty of quality hearing aids programmed incorrectly on patients who are getting poor performance from their hearing aids. 
4. You would not think of getting a new hip or a new knee at a “Big-Box” retailer. Why would you get your hearing aids there? Many are generic hearing aid brands that are fit by hearing aid salespeople. Some of these large, big-box stores lock their hearing aid software so that you are stuck seeing them exclusively for adjustments and services. Many audiologists consider this practice unethical. You should try to avoid putting yourself in this unfortunate position.  

Here is a guide to help you buy hearing aids successfully. Keep these tips!

1. See an Audiologist. 

The most qualified and educated person to diagnose your hearing loss and fit your hearing aids is an Audiologist. If you don’t see the word “Audiologist” or the initials MS, or Au.D. after the person’s name, I’d suggest you go someplace else. 

Audiologists have a minimum level of education that includes a Masters degree. Most audiologists now have Doctoral level credentials. 

Hearing Instrument Specialists (HIS), or sometimes referred to as Hearing Aid Dealers or Hearing Aid Salespeople, are all the same credentials. They have a license that allows them to test hearing for the sole purpose of fitting hearing aids. They are not licensed to conduct any other audiological testing besides the hearing test.  Also, they are not recognized by health insurance companies for hearing services.  You will generally see the initials “HIS” after their names.

An HIS license can be obtained after a weekend training course and passing a state exam. That is not to say that this group of professionals are unqualified to do what they do. However, it should be noted that many of these offices charge more for their hearing aids than Audiologists with 8 years of college education and Doctoral level credentials. 

Your hearing aid is only as good as the person who programs it for you. I see folks in my office weekly who are dissatisfied with the expensive hearing aids that were purchased elsewhere. They need to be programmed correctly after an accurate test done by an audiologist. 

Audiologists diagnose hearing loss and can remove excessive earwax from your ear canal along with other diagnostic testing like Oto Acoustic Emissions and Tympanometry.  Hearing Instrument Specialists cannot legally do this. 

Also, many health insurance companies will not allow Hearing Instrument Specialists (HIS) into their networks because they may not be viewed as being qualified enough to treat their patients. 

If you are going to make a sizeable investment in new hearing aids, it would make sense to have the most qualified professionals be the ones fitting your new hearing aids and diagnosing your hearing loss. Too many folks suffer from getting caught up in marketing hype and purchasing overpriced hearing aids based on unrealistic marketing claims. Don’t be this person. 

2. Let us call your insurance company to check your benefits.

Most people do not have insurance coverage for hearing aids. Many insurance companies just cover the cost of the exam. However, some insurance companies do provide benefits for hearing aids and/or a discount program that will direct you to an establishment that can get your hearing aids at a discount. Some of these establishments are good, and some are basically a marketing gimmick. It’s very important that you research the post delivery services included with these programs as that makes a world of difference with your overall satisfaction.  Your audiologist can sort this out for you. 

I strongly recommend you get the information from your health insurance company and then call your Audiologist directly. The Audiologist will be able to tell you the most effective way to use your hearing aid benefit/discount program for your maximum benefit. It’s not uncommon to get a better option by NOT using your insurance companies’ particular program.

3. Find a Local provider and do your research.

Find a local Audiologist that is established and has a good reputation. Ask friends and relatives who their audiologist is or if they have any recommendations. Most people do this when searching for a good physician, dentist, and ophthalmologist. 

Midwest Audiology and Hearing Center has 6 clinics across Wisconsin including 8 audiologists. You can find us in Greenfield, Madison, Fitchburg, Green Bay, Saukville, and Beaver Dam. 

Has a particular office location changed names and staff often? Many national brand offices are frequently bought and sold leaving the patient to deal with costly follow-up issues years down the road. Previous establishments like Zounds, Sonus, Connect Hearing, Avada, Accuquest, and HI Health innovations are all gone now leaving many patients stranded.

This can be extremely frustrating after spending thousands of dollars on hearing aids to find out that your provider is gone, and the new company has little or no experience with the model of hearing aid you are currently wearing. Or worse yet, the hearing aids can no longer be serviced or re-programmed. 

Many flashy sales ads will tout how great the hearing aids will work for you but will say little about the person or office actually fitting and servicing the hearing aids. Many companies use this tactic on a regular basis. 4-page ads that promote the hearing aid but say NOTHING about the person fitting and servicing your hearing aids. Avoid that office!

4. Ignore magazine/newspaper ads for hearing “devices”, flashy ads promoting “sales” promotions, and anything advertised as a “hearing aid” on TV. 

Do not purchase hearing aids or hearing devices from magazine ads or newspaper ads. Many make outrageous claims about how well these devices will work for you. Many will claim that their products are the same or better than “expensive hearing aids”. Any hearing aid or device you purchase through the mail or on TV will most likely be a waste of your time and money eventually wind up not being used. Most of these companies don’t even ask for your hearing test when you order their product. Think about that for a second??? Would you order glasses online and just tell the company that your vision is blurry??? Sounds ridiculous doesn’t it?  

The worst offenders in my opinion are Eargo, MD hearing aid, Lively, Nano, Hearing Assist, and Hear Clear. This stuff is marketing fluff. Avoid them. 

Be aware that flashy newspaper ads that have people wearing white lab coats do not make them Audiologists. Find a local Audiologist with the credentials to treat you hearing and communication challenges. This is the person that will be performing services for you for years down the road. Keep that person.

5. Know what you want from your hearing aid

There are many additional extras that you can purchase for your hearing aid. These are all useful add-ons which can help someone with hearing loss lead the life that they are used to. However, you need to make sure that they fit with your listening lifestyle. Don’t spend money on expensive options you will never use. Direct connection to a cell phone is a popular option these days. However, if you don’t use a cell phone then you will not benefit from paying extra for this additional technology. You can find a model that is just as beneficial for your hearing loss but is less expensive because it does not connect to a cell phone. This is just one example. 

6. Know where you are going when shopping around. Franchises can be very expensive. Avoid establishments that “lock” their software.

The biggest hearing aid manufacturers in the world are Widex, Oticon, Starkey, Resound, Signia (Siemens), and Phonak. Most national franchises get their hearing aids from one of these companies, re-label them, and charge outrageous prices to pay for their advertising budgets. Many franchise establishments also lock their software leaving you stuck in that office to get your hearing aids re-programmed in the future. This is frustrating if you move or go on vacation and need service. Big-box retailers do this often and leaves their patients with little options for help when they are out of town. 

Many times, you can get the same or better hearing aid technology in a local Audiologist’s office at a cheaper price. It is almost always cheaper to avoid franchises. If you are spending over $8,000.00 on a set of hearing aids, you are spending too much money! Premium hearing aids fit by an audiologist are less than $7,000.00 in 2026. You don’t want to spend more money on the exact same product sold at a franchise by a non-audiologist salesperson. Seek an experienced, credentialed Audiologist to treat your hearing and communication challenges.

7. Get a demonstration and/or Trial period 

Many Audiologists offer a free demonstration so that you can try the hearing aid out before you make the investment to purchase. The hearing aids can be programmed to your hearing loss and worn with a disposable tip. It is important that you try the hearing aids in situations that you find to be difficult before you make the investment.  Many offices offer a trial period of at least 30 days where you can take the hearing aids home and have the option to return them if you are not satisfied. There is a minimum 30-day trial period in the State of Wisconsin. Some offices charge for this trial period and some offices do not. Both are legal. 

8. Find out what’s included in the cost including warranty and service.

Hearing aids can be an expensive investment and you should always check exactly what is included in the warranty and post delivery service. Make sure that follow up appointments are included in your post delivery service package. Many discount programs offer an attractive purchase price, but follow-up service charges can get expensive if they are not included, limited or carry additional out of pocket charges.

Many audiologist offices include 3 year repair and loss/damage warranties as standard packages now. This may or may not include office visit charges. Ask that question.

9. Hearing Aids Do Not Restore Your Hearing to Normal

Hearing aids cannot restore your hearing to normal nor are they perfect…they are used to AID you to better hearing.

Hearing aids are a great way to help you manage the negative effects of hearing loss but they are not a cure for hearing loss. As soon as you take the hearing aids off you will still have a hearing loss. However, waiting too long to start wearing hearing aids can have negative effects.

Several studies have shown that an untreated hearing loss (not wearing hearing aids when a hearing loss is detected) can result in increased anxiety, depression, memory loss, and may also be a risk factor for Alzheimer’s Disease and Dementia.

10. Take someone with you to your appointment.

It is always a good idea to take someone with you to your appointment. When you are worrying about the results it is easy to miss what your Audiologist is saying. This is even more likely when you may have a hearing loss. You will be getting a significant amount of information at this appointment. It always helps to bring a family member or friend with you. 

Call us and let us help you. We have a ton of information and we are happy to provide it to you.

Dr. Kloss has been an Audiologist in the Milwaukee Area for over 30 years.

Address: 4818 S. 76^th St., Suite 3, Greenfield, WI 53220.

Telephone: 414-281-8300.

Website: www.midwestaudiologycenter.com.

Email: dkloss@midwestaudiologycenter.com.

There are 6 locations in Wisconsin. Call for more information.