Have You Heard 1-2011 - Advancements in Implantable Technology

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Dear Clinician,


As the global leader in implantable hearing technology, Cochlear™ is dedicated to bringing the gift of sound to people all over the world. In the United States, there are an estimated 34-36 million people with hearing loss.1 Among those with hearing loss, an estimated 1-1.2 million people suffer from severe to profound hearing loss.2 When hearing aids are no longer enough for these patients, they may be appropriate candidates for a cochlear implant. With more than 25 years since implantable technology was first introduced, we find that we are only treating a fraction of the patients (<10%) who could benefit from this remarkable technology.

These figures are especially surprising since the previous generation of cochlear implant system, the Nucleus Freedom, delivered significant improvements in hearing when compared to well fit hearing aids for people who meet criteria.3

In an effort to better understand why we are not reaching patients who could benefit from a cochlear implant, we recently conducted a market research study among ENT Generalists.*† What we found is that ENT Generalists are a significant barrier to the adoption of CI for patients who meet criteria. According to the market research, only a small percentage of patients who meet audiological criteria are being referred for a CI evaluation, so therefore only a fraction of appropriate candidates are receiving treatment. The contributing factor appears to be that ENT Generalists lack up-to-date information on implantable hearing solutions. In fact, the majority of respondents expressed a need for additional information on CI candidacy and patient outcomes.4

By comparison, the study findings are reflective of similar research that we conducted among Audiologists and Hearing Aid Dispensers. According to that research, the vast majority of respondents indicated that a hesitancy to discuss technologies that they are not well versed in was the predominant reason for having never referred a patient.5

As a global leader in implantable hearing solutions, we will continue to educate hearing healthcare professionals on implantable hearing technology and coordinate with the hearing healthcare community to educate on implantable hearing solutions.




Here is your opportunity to make a big difference . . .

Educate your medical colleagues on implantable hearing technology by simply forwarding along this email. We have included a wealth of PDF attachments, including the "When hearing aids are not enough" brochures, the Baha and cochlear implant referral guidelines and the new "Sound Solutions" brochure. These materials are intended to be in-office counseling tools and will help familiarize them with the clinical benefits of implantable technology. We also encourage you to share with other specialties; including General Practioners, Internists and Pediatricians.‡

Another option is to simply direct them to our website, www.cochlearamericas.com, or have them call their local Territory Outreach Specialist (TOS) at 1-800-523-5798. Also, if you or your medical colleagues would like to order quantities of any of these counseling tools, simply contact your local Territory Outreach Specialist.

*ENT Generalist is defined as an Otolaryngologist who is not an implanting surgeon.
†Respondents were not segmented based upon referral habits, reported figures are based upon recollection of patients they have seen over the last year and the research was focused primarily on adult candidates.
‡By educating your medical colleagues, you are encouraging appropriate evaluation and treatment of patients who are likely candidates for implantable hearing solutions.

Find out more: To find out how your patients can benefit from Cochlear technology or accessories or to become a part of the Alliance Network, call Cochlear Americas at 1-800-523-5798 and ask for the Territory Outreach Specialist in your area. Or, visit our websites below.

Interested in how you can become an educational resource center for implantable hearing technology? Contact us today.

Information for you and your patients:

To suggest a topic for a future edition of "Have You Heard?" contact: ImplantInfo@cochlear.com

Dowloadable Resources:

References:

  1. Kochkin, S. (2009) MarkeTrak VIII: 25 Year Trends in the Hearing Health Market. The Hearing Review, October.
  2. Blanchfield, B.B., et. al. (2001). The severely to profoundly hearing-impaired population in the United States: Prevalence estimates and demographics. JAAA. 12, 183-189. The Nucleus Free Cochlear Implant System: Adult Post Market Surveillance Trials Results.
  3. The Nucleus Freedom Cochlear Implant System. Adult Post Market Survelliance Trial Results.
  4. Data on file. Frost & Sullivan, ENT Market Research, October 2010.
  5. Data on file. The HSM Group, Ltd., Audiologist and Hearing Aid Dispenser Market Research, 2008.