A Sound Decision – Hearing Aids! Part 1: Selection

July 20, 2025 — Do you find yourself leaning forward to hear someone? Do you have to ask your grandchildren to repeat themselves? Do family members mention that the TV is pretty loud?  Welcome to making it a “certain age” – you are probably experiencing normal age related hearing loss.

Sadly, it has to come to this for your Editor. I suspect many Topretirements Members are going through some of the same issues. In the hopes that others might learn something from my experiences, this article will share my recent (and continuing) adventures in hearing. Part 1 is about selection, Part 2 covers my experiences wearing them.

My decline in hearing has been coming a long time.  About 10 years ago I first visited an Otolaryngologist, (ENT – Ear Nose and Throat M.D.).  I kept taking hearing tests most years after that, always with the same result. The doctor showed me that I am missing the higher frequencies; where women, children, and many of the sounds of nature occur. But he didn’t think I was ready to be prescribed hearing aids.

Over the past year it became clear that my hearing has gotten worse. In social gatherings I have to lean forward and strain to understand people, and often lose track of the conversation. I can hear that people are speaking, but have trouble understanding the words. Foreign or strong accents make that even harder. I frustratingly tried the Apple AirPods feature that promises help with hearing assistance. Unfortunately, I could never got past their hearing evaluation phase.

So at the urging of my dear wife, I took the Costco online hearing test. Results: Mild to Moderate hearing loss.  Then I took the next step and secured a hearing evaluation appointment at one of their stores. The very professional tech gave me a quite detailed test and instantly shared the results: Moderate hearing loss at some frequencies and severe at higher ones, left ear worse than right. Conclusion, I am a candidate for hearing aids.

Which Type of Hearing Aid?

There is a bewildering array of choices for hearing aids, both prescription and over the counter models. Some models are more discreet, easier or harder to insert, rechargeable or require replacement batteries, and some types are better for more severe hearing loss. These are the major types:

BTE – Behind the Ear

RIC – Receiver in Canal

ITE – In the Ear

ITC – In the Canal

CITC – Completely in the Canal

IIC – Invisible

Over the Counter or Prescription?

Recent laws now permit Over-the-Counter (OTC) hearing aids to be sold without a prescription or a licensed hearing aid specialist. Many are made by the same companies that sell prescription devices and can be quite similar, but sold at lower prices.  They can be a good option for some individuals, particularly those with mild to moderate hearing loss. They are not, however, a replacement for fitting by a professional, especially where there is severe or complex hearing loss. Some experts believe that Self-prescribing an OTC hearing device might result in not getting a proper solution for hearing loss.

I chose to go with the Costco licensed hearing professional hearing aid specialist in order to get more personal service. That included help with interpreting my test results, recommending the best type for me, customizing and adjusting the device for my specific hearing loss, and free in store adjustments and consultations.

Why Costco?

For many years my friends with hearing aids have told me about their positive experiences at Costco. That includes the service and especially the significant savings on the hearing aids they sell. While costs for brands and types of hearing aids vary, a similar pair of hearing aids from a typical hearing specialist or audiologist cost about $4,000, or even much more. Costco offers three prescription hearing brands – Jabra, Rexton, and Philips – at less than half that price. So I headed there for help.

Costco doesn’t manufacture hearing aids themselves; instead, they purchase devices from three of the largest manufacturers and sell them through their in-store hearing clinics. You will need a Costco membership to access Costco hearing aids.  

Note: If you have a complex hearing situation like asymmetrical hearing loss, past surgeries, or severe hearing loss, you’ll likely have more success with a more trained audiologist.

Which Model to Choose?

Based on my hearing loss and lifestyle, the Costco representative recommended I try 2 different models in the popular Receiver in the Canal (RIC) style, one from Philips and the other from Jabra. To check them out I was told to wander around the Costco store (a very noisy place with hearing aids!) and talk with the people giving out samples and eavesdrop on shoppers’ aisle conversations. My experience for the Jabra Enhance Select 500 and the Philips Hearlink 9040 was similar. Both brands are highly rated for sound quality and battery life. In my trial it seemed there was a bit more stray noise coming in on the Jabra, so I preferred the Philips.

Next steps – Confirm purchase with wife, order, and get fitted

We liked how the rep sliced the purchase decision into manageable chunks. He recommended that I come back with my wife and try both models again, and then make a decision. We did that and once again I picked the Philips model at $1499. The rep ordered them, and a few weeks later I came back to pick them up, along with a detailed primer on how to use and maintain them. Two weeks after that I returned once again to report on what my experience was like, and see if any adjustments were needed. At that time I had the volume turned down, and also learned how to adjust the sound if listening to an audiobook or music, which was helpful. The rep said I wasn’t cleaning them enough and was not inserting into the ear far enough.

Next Time – What It’s Like to Wear Hearing Aids – Part 2

We’ll be back in a few weeks to give a rundown on our experiences wearing hearing aids. Bottom line: It’s not perfect, but it is better.

Comments? Are you wearing hearing aids, or do you think you need them? Please share your experiences below.