The presentation, part of a three-part webinar series hosted by the Academy of Doctors of Audiology in partnership with Phonak, explores how to effectively integrate over-the-counter (OTC) hearing aids into audiology practices. Dr. Michael Valente, a respected figure in clinical audiology, leads the session and shares his experience transitioning a long-standing bundled care model at Washington University into one that incorporates both bundled and unbundled options. He emphasizes that OTC hearing aids are not a threat but an opportunity to expand access, affordability, and awareness of hearing healthcare. Valente describes how his clinic adopted an “intelligent unbundled” model tailored to actual operating costs, while maintaining the bundled option to serve diverse patient preferences.
He explains the development of new counseling tools to help patients understand the differences between models, and highlights how well-informed patients overwhelmingly still chose bundled care, which suggests a strong value perception of professional audiology services. The presentation also discusses the importance of remote care and fine-tuning, noting that these services not only enhance accessibility and convenience but also distinguish clinics from competitors such as retail and online sellers. Valente advocates for audiologists to leverage these evolving technologies and consumer trends by offering transparent pricing, maintaining high-quality service, and strategically marketing their offerings—especially through digital channels. The overarching message is clear: embracing OTCs with thoughtful implementation strengthens rather than weakens the role of audiologists in hearing healthcare.