By Penelope Woods, MAudSt, MAudA (CCP), BMus, is a Masters Qualified Independent Audiologist and Hearing Health Advocate serving the Redlands Community.
The advertisements can look so convincing, “We’re looking for 10 people in your area to try a new custom hearing aid, free of charge.”
It sounds like a rare opportunity, but often the reality is far less generous.
Not long ago, a gentleman in our community clicked on one of these ads. He was curious about custom hearing aids and thought, “Well, it’s free – why not?”
He booked in, expecting to experience a tailor-made device. Instead, he was fitted with a generic behind-the-ear aid and told to try that. When he returned, the conversation shifted: “Now here’s how you get a custom device – and here’s the cost.”
That’s the catch. “Custom” means made for you, yet the promise was only ever a lure. After investing his time, and transferring his government hearing program to the provider running the trial, he felt cornered.
Thankfully, he recognised the pattern, declined the upsell, and returned to A Better Ear – but his trust had been shaken.
These tactics are common, especially among the large corporate chains that dominate the hearing industry. With just a handful of companies controlling most clinics nationwide, marketing often relies on scarcity offers and dressed-up entitlements.
For example, eligibility for government-funded hearing services is available to everyone who qualifies – yet some ads present it as if only they can unlock it for you.
The problem is not the idea of a free trial itself. Done properly, it can help patients make informed choices. The issue lies in how expectations are set – when promises don’t match reality, people can feel pressured, confused, or even lose continuity of care by switching providers unnecessarily.
At A Better Ear, we take a different approach. We are an independent, family-owned clinic, and our only priority is patient care. If a device is described as custom, it will be.
If you are eligible for funding, we’ll tell you plainly – without fanfare. Our role is to give you clear information, genuine options, and space to decide what feels right for you.
Because hearing care isn’t about gimmicks. It’s about staying connected to family, enjoying conversations without strain, reducing the mental load of listening, and protecting your long-term wellbeing.
If you’ve ever felt uneasy about offers that sound too good to be true, you’re not alone. My advice is simple: ask questions, trust your instincts, and choose a provider who values honesty as much as expertise. That’s the standard we hold ourselves to every day at A Better Ear.
