Experiencing hearing loss? Don’t get burned by hearing aid costs

People experiencing hearing loss have more effective remedies than ever, but those who may need advanced devices should plan ahead for the cost.

“Standard insurance does not cover hearing,” said Taylor Parker, senior regional director for Iowa Hearing, which operates audiology clinics in 15 locations including Cedar Rapids and Coralville. “There’s very, very few (plans) that have true benefits anymore.”

While hearing loss is common — affecting 23 percent of people over age 12 and 75 percent of those 70 and older — insurance coverage for audiology services isn’t. The National Council on Aging estimates only about one in seven people experiencing hearing loss seek treatment, with lack of coverage a major reason.

Iowa isn’t among the five states (Arkansas, Connecticut, Illinois, New Hampshire and Rhode Island) that require insurers to cover the cost of hearing aids for adults (20 states require insurance companies to pay for hearing aids for children). Aetna, Blue Cross Blue Shield, Cigna, Humana and United Healthcare all offer some hearing-related benefits, but their coverage varies depending on the customer’s medical condition and state of residence.

Medicare doesn’t cover hearing aid expenses in most cases, although some Medicare Advantage (Part C) plans offer coverage.

Parker said consumers should be wary of Medicare supplemental plans, often advertised on TV as covering hearing aids.

“They’ll say ‘hearing coverage,’ but there’s not a true benefit with that,” Parker said. “It’s a discount plan you do through a third-party vendor. The problem is, you have to pay for every single thing,” including appointments and examinations.

“You get nickled and dimed,” he said. “They’re dictating where you have to go, the kind of device you get. In Eastern Iowa you may have to go two or three hours to get it.”

The U.S. Food and Drug Administration issued new rules In October 2022 setting standards for over-the-counter (OTC) devices as alternatives for older people experiencing hearing loss. The National Council on Aging estimates OTC hearing aids run $300 to $2,500 per pair compared to an average of $4,600 per pair for prescription aids, but their applications are limited, according to Parker.

Dr. Taylor Parker. Submitted photo.

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Parker said the FDA’s new rule amounted to “a definition change,” and OTC devices aren’t a substitute for a prescribed hearing aid.

“They were considered a personal sound amplifier,” he said of the OTC devices. “All it did was change the definition of personal sound amplifier to hearing aid over-the-counter. It’s the equivalent of buying a pair of cheaters for their eyes.”

Given the lack of useful insurance coverage, health savings accounts, which allow people to save on a pre-tax basis to pay for qualified medical expenses, are a good option for financing. Hearing specialists also offer their own financing arrangements.

“We have different budgets for hearing aids. We have interest-free plans,” Parker said. “You can finance 24 months with no interest. We have plans for people, understanding it’s out-of-pocket.”

“I hate to say ‘Don’t look at price,’ because I understand people have budgets,” Parker said, “but if you just look at price you can get burned.”

Consumers should consider warranty coverage on their devices, including replacement of lost devices — a consideration when said device is tiny enough to fit in the ear.

“It’s amazing,” Parker said. “It happens quite often.”

The good news: Once a patient has navigated financing, they’ll benefit from recent technology that’s made in-ear aids smaller, more sensitive and easier to use. A misplaced aid can even be located using a smart phone app.

“All of our devices have Bluetooth management,” Parker said. “You can hook it up to your smart phone, your iPad, your television” to stream broadcast audio via the hearing aid, eliminating the need for amplifying headphones.

“It really is a great feature,” Parker said. “It allows for a lot of flexibility (and) a lot of help for certain individuals.” Streaming is especially helpful in managing tinnitus.

Fitted and programmed to the patient’s needs, prescription devices can be updated as the patient’s hearing changes. They can be adjusted for noise reduction and microphone focus, adapting automatically to the environment.

While financing may discourage someone from seeking treatment, that’s usually a secondary effect.

“The first is the stigma that hearing loss equates to getting old,” Parker said. “Once they get past that, we can work something out for the financial part.”

People should consider a prescription hearing aid if they find themselves constantly adjusting TV volume or asking people to repeat themselves.

“If you’re turning the volume up, if you ask people to repeat, if you’re having trouble in groups,” Parker said. “Hearing loss is gradual — you get used to what you live in. Usually, the people around you will notice five to seven years earlier than you do.”