Ann: Update to Govt Contract- Re-categorisation of Hearables, page-320

It is wrong to say the customer referred to in post# 38049565 (08/04/19) is not in the target segment. I assume the customer is a he and I see him as a perfect match for Nuheara:

- He recognises he has developed a hearing loss, but don't seek (want?) a hearing aid.
- He is not hesitant in self-serving.
- He can comfortably afford the product.
- He likes the product.

The case starts really well, but ends in failure. The problem is not the IQboosts, which he initially has high praises for.

The problem is in lacking information and support. He only blames the product once he decides to give up on the process. This blame is merely a deflection, because he cannot possibly blame himself. The author’s final view on the product is likely unfair, but it is unfortunately the one perceived and now reported for other potential customers to read.

The case is a classic example and one Nuheara risks continually coming up against. I would re-iterate my post# 37935650 (30/03/19) about the need for user acclimatisation. The user in case had a very natural experience of discomfort with the new sounds. He very likely could have come through the experience ok. However, there was nothing to tell him what to expect and what to do. Consequently, he gave up. If he had only persevered for a couple of week then things may have turned out differently, with a happy ending.

Every first-time hearing device user has to go through acclimatisation (experienced users don't need to).Hearing aid manufacturers have acclimatisation features designed into their fitting systems. The feature modifies the NAL prescription (and possibly use other sound 'softening' features) during the initial weeks or months of first-time hearing aid use. See an article here:

http://www.hearingreview.com/2012/03/automatic-adaptation-management-addressing-first-fit-amplification-considerations/

In the AAA video, Nuheara engineers talk about their new feature for transferring sound perceived on an unhealthy ear to an opposite healthy ear. The kind of single-sided hearing loss they talk about is uncommon and shouldn't fall into Nuheara’s target market, which better be the 90% common mild to moderate, largely symmetrical, sensorineural and noise-induced hearing loss. The single-sided hearing loss tends to be associated with complex illness, trauma or surgery. The uncommon cross feature is better prescribed by an audiologist, while the patient is already in the healthcare system. It is not something you buy OTC, because you would never know how to get the setting right (most audiologists don’t know how to).

My advice to the Nuheara product managers is that they invest their engineering time on an acclimatisation feature and information device, instead of investing in the low demand cross feature. It is pointless having a good and attractive product, if the user's first impression is that they probably won't be able to get on with it.


On a separate matter, I hear that bidders in the Scottish tender were notified of the evaluation outcome last week. Don't yet know any details.