Starkey's AI hearing aid promises a brighter auditory future for millions

In the bustling heart of India, amidst the cacophony of urban life, there exists a silent struggle faced by millions - the challenge of hearing loss. This isn't just a statistic; it's a human narrative unfolding across generations. Millions of individuals in India and elsewhere contend with significant auditory deficiencies underscores the gravity of this issue. As the country braces for a demographic shift with an aging population set to outpace the young, the urgency for proactive interventions intensifies, calling for disruptive solutions.

Speaking to Bizz Buzz exclusively, Brandon Sawalich, President and CEO of Starkey, delves at length on this critical challenge of hearing loss and explains why the hearing industry is often misconstrued. He also decodes the company’s new technological innovation- Genesis AI and explains how it is going to take on the challenge

Could you please throw some light on the hearing problems and demand for external hearing aids instruments? What is the trend like?

The overall hearing industry is often misunderstood, not only in India but globally. With a staggering 488 million people experiencing hearing loss worldwide, the adoption rate for hearing aids remains surprisingly low, hovering below 10 per cent. Talking about India, alone, the World Health Organization's revelation that approximately 63 million individuals in India contend with significant auditory deficiencies underscores the gravity of this issue.

As the country braces for a demographic shift with an aging population set to outpace the young, the urgency for proactive interventions intensifies, calling for disruptive solutions. While access and affordability play a role, stigma also contributes to this disparity. Many associate hearing aids with old-fashioned images, assuming they are solely for the elderly or disabled. However, today’s technology has transformed hearing aids, enhancing people’s lives and improving their hearing.

You call yourself a ‘hearing healthcare company’, what is this philosophy that drives you?

Since I've worked at Starkey for almost 30 years, I'm quite aware of the economic potential in today's technological world. However, to serve more people, we're in the greatest decade of our sector due to an aging population. As with other medical devices and services, the world is becoming more and more dependent on hearing aids. Hearing is crucial to one's health and well-being. Therefore, you need to be connected when you look at countries with big populations like the United States, Europe, and this one, India.

Furthermore, an increasing number of studies and tests are demonstrating the link between early Alzheimer's disease and hearing health, as well as the relationship between loneliness and depression. We sell amplifiers as a device, but we're also a new hearing healthcare company that empowers people to take charge of their lives and be their best selves. This is because our focus is on mental wellness and doing what one can for one's family, community, and self. Hearing is the first step in it.

How has the hearing aid industry evolved over the years and what are the technological advancements that have taken place?

When I started at Starkey in 1994, in the hearing aid industry, it was mostly custom products that were 80 to 90 per cent of the market. Today, you have your receiver in the canal and other types of styles that make up 80 per cent of the product. Along with the style of hearing aid, it's the technology and advancement. Nearly 30 years ago, the new advancement was a faceplate, the battery conduct. In the late 90s, the onset of digital circuitry, hearing, different processing, digital programming, and many other things that progressed, changed the world of hearing. There were 72 hearing aid companies. Because of advancement in R&D and the amount of engineering that goes into it are enormous. It's not just an amplifier and a volume control. It was probably 30 years ago with certain circuits that were helping with background noise and people were buying circuits from different companies. Now here at Starkey, we're leading in AI technology. We're engineering, developing, and putting new science into an all-new processor which was impossible 20 or 30 years ago. So, it isn't about just the style of hearing aid. It all starts with what the engine inside the core processor is doing to help people hear better.

What about your new technological innovation- Genesis AI that you are introducing in the market? What does it promise to do?

Genesis AI, a groundbreaking hearing aid poised to redefine the landscape of auditory care. Today's technology has transformed hearing aids, enhancing people's lives and improving their hearing. But technology isn't just about innovation; it's about transformation - transforming lives, perspectives, and futures. But Genesis AI isn't merely a product; it's a testament to the marriage of technology and empathy. This revolutionary device isn't just about amplifying sound; it's about revitalizing connections - between sound and silence, between individuals and their worlds. The integration of AI heralds a paradigm shift, empowering hearing aids to perform with unparalleled precision. AI allows the processing of sounds in a way that can enhance speech, reduce noise, and delineate all different complexities of sound.

This revolutionary device isn't just about amplifying sound; it's about revitalizing connections - between sound and silence, between individuals and their worlds. The integration of AI heralds a paradigm shift, empowering hearing aids to perform with unparalleled precision. AI allows the processing of sounds in a way that can enhance speech, reduce noise, and delineate all different complexities of sound.

As AI paves the way for a new era in auditory care, its impact reverberates beyond the realm of hearing loss. It's a testament to resilience, to innovation, and above all, the enduring spirit of humanity. In the symphony of progress, every note resonates with the promise of a brighter, clearer tomorrow. And amidst the cacophony of life, the silent struggle finds its voice.

Where does India stand vis-a-vis Starkey’s other markets globally? What is India’s significance?

The Indian market holds immense significance for Starkey as we continue to reach new heights. Approximately 700,000 hearing aids are sold in India annually. Yet, shockingly, less than 3 per cent of the population actively addresses their hearing loss. Regardless of financial background, our commitment remains focused on providing the best solutions for patients today and tomorrow. Our vision at Starkey is twofold: to be the best and to be the largest. Unlike publicly traded companies, we operate as a privately held entity, which liberates us from the scrutiny of stock analysts and shareholders. Instead, our compass points directly toward the well-being of our patients—the very individuals who seek hearing assistance. My purpose aligns with the Indian market’s needs. We believe that cutting-edge technology need not come with an exorbitant price tag. Over the next five years, we aim to revolutionize hearing solutions by making them accessible and affordable. Our commitment extends to our esteemed customers in India, who play a pivotal role in realizing our vision. Remember, it all begins with the right product—the one that meets your needs and delivers excellence. And to achieve that, we rely on the talent and dedication of our team. Starkey’s recent launch of the Genesis AI hearing aids in India represents a significant leap forward in addressing hearing loss. These advanced devices offer unparalleled sound clarity, health-tracking capabilities, and a personalized user experience. Together, we can empower more lives through transformative technology.

In the US, you have a strong R&D team. R&D is very important in your scheme of things? Do you have the same thrust on R&D in India?

In our industry, and now at Starkey, it's our R&D team that all comes together. We have to think forward and bring the best forward. We have R&D in the US and we are now growing our R&D team here in India. There are brilliant minds, great people, and engineers that are part of the Starkey family now. We're committed and growing what we're doing in mobile apps, firmware, and other initiatives that are going to make our hearing aids the best and we're going to meet our goals. There are some misunderstandings around hearing aids and it is perceived as a commodity. It's a piece of plastic and we are committed to the market here in India. Our great customers the audiologists, doctors, and hearing healthcare providers fit not just Starkey but yes, other hearing aids. And if you look ahead, the human touch is still involved. There's always the fear of noise and misunderstanding of the distribution and how people get hearing aids. You can get something through the mail, but you're dealing with hearing and ears and ears that are like thumbprints. Every ear is different, and every ear is unique. And it's all about patient care. Our audiologists and our customers here in India and that's the future. We're going to continue to invest and help them grow and be the best they can for their patients.