Hearing aids purchased with private funds, directly from medical professionals, is the fastest shrinking distribution channel in the hearing aid industry. Across the nation, participation in 3rd party plans for hearing aids under Medicare Advantage plans is rising, and reimbursement rates are flatlining or declining. In the face of these trends, clinics can feel stuck reacting to their 3rd party insurance partners. The goal of this session is to look at proactive approaches your clinic can take to manage 3rd party contracts and optimize your margin per clinical hour.