We in the Audiology profession sometimes forget the
importance of what we do and how our job really does change lives for the
better. Within our own profession we have insecurities that sometimes get the
better of us. Ours is a profession based in science and research yet we
sometimes get uncertain about ourselves as professionals given the variability
of outcomes in the area of hearing aids. We sometimes get caught up sidetracked by our own technology and fail to remember that we are not in the hearing aid business, instead we are in the business of empowerment. Ours is a profession in which lives are changed through reconnecting our patients with those that are important to them, by creating opportunity for better communication ability. Sadly many Audiologists get caught in the
world of product rather than the Doctoring profession that ours is.
In recent years we have seen research validating what we
have understood to be true regarding the effects of auditory deprivation. In a
nutshell what this research shows is that untreated hearing loss can lead to
accelerated cognitive decline with measurable central neural deterioration apparent on
imaging. The implications of this study by Doctor Frank Lin and colleagues has
led to further research along the same lines with similar findings but other
researchers as well.
What has bothered me is the response of the industry to
these findings. I have seen these findings being used as a marketing tool with
the belief that given this medical evidence we should be able to move more
people towards earlier adoption of prescribed hearing aids. Quite honestly as a
consumer I would find that someone telling me that I am going to go through
cognitive decline if I don’t get hearing aids as another reason to pull away
from the industry. Societally we have already had to fight the stigma that has
long been associated with hearing loss and now the message becomes one that is
supposed to motivate with fear of mental decline. The stereotype we already have in place is that hearing loss is associated with aging and now we have associated mental decline. While this is not necessarily true for all this is a very powerful suggestion affecting our perception of reality. If I am in my 40s or 50s suffering from mild or early stage hearing loss I would have to overcome these stereotypical understandings given to me by society and now our own profession in order to come to terms with doing something about it. My belief is that taking this
approach to motivating people will cause further resistance and negative
feelings towards a profession that fights an uphill battle with inaccurate perceptions and stigmas already associated with hearing loss.
The message of empowerment in life is a far more potent
message to communicate, focusing on living life the way you choose to live. To
be able to choose a life of involvement in which human relationship and interaction is
important to us is a far better message to communicate as an industry and as a
profession. Beyond this message being the better message it is also an authentic message that is honest and true. While fear may motivate it is not a positive motivator. Yes I want
to maintain my cognitive abilities but that message pales in comparison to
having great relationships and interactions with those who are important to
you.
