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The hearing aid industry has officially entered a new era. As of August 1, 2025, Sonova's Internet Minimum Advertised Price (IMAP) policy is now in full effect, fundamentally changing how hearing aids are marketed and sold online. Other major manufacturers are rapidly following suit with similar policies, creating a completely different landscape for consumers shopping for hearing aids.
Here's the crucial distinction you need to understand: IMAP policies control advertised prices, not actual selling prices. This means authorized retailers like Direct Hearing can still offer competitive pricing—you just need to call, text, or email for price rather than seeing discounts displayed online.
Understanding this shift could save you thousands of dollars and help you navigate the new reality of hearing aid purchasing. Here's everything you need to know about IMAP policies, how they affect your options, and why Direct Hearing's approach becomes even more valuable in this new environment.
The Internet Minimum Advertised Price policy that industry experts predicted is now reality. Sonova (parent company of Phonak and Unitron) implemented their comprehensive IMAP policy on August 1, 2025, and the effects are already visible across the hearing aid market.
According to the official Sonova IMAP schedule, here's what you'll now see advertised online for popular Phonak models:
But remember: these are minimum advertised prices, not actual selling prices.
Authorized retailers can still offer better pricing—they just can't display it online.
Direct Hearing vs Traditional Clinic Pricing: Major Savings on Premium Hearing Aids
The most important change in the post-IMAP world is how you'll interact with authorized retailers. Instead of seeing competitive prices displayed online, you'll need to contact retailers directly to learn about actual pricing.
What This Means for You:
This shift actually benefits informed consumers who are willing to take the extra step of direct communication. While casual browsers may only see the higher IMAP prices, serious buyers who contact retailers directly can still access competitive pricing.
The new IMAP landscape plays directly to Direct Hearing's strengths. Our established business model and customer-first approach become even more valuable when price transparency disappears from online displays.
Relationship-Based Pricing: Our 30+ years of manufacturer relationships mean we can offer competitive pricing even when others cannot advertise below IMAP.
Transparent Communication: We've always encouraged customers to call, text, or email for personalized pricing and service—exactly what the new environment requires.
Best Price Guarantee: Our commitment to matching any legitimate price becomes more valuable when prices aren't publicly displayed.
Professional Service Focus: With price competition moving away from online displays, our licensed hearing aid specialists and comprehensive support become key differentiators.
Direct Communication: While other retailers may struggle with the transition from display pricing to inquiry-based pricing, this has always been our preferred approach for ensuring customers get the best possible deal.
Established Authorization: As a longstanding authorized retailer for all major brands, we maintain the relationships and inventory access that newer online retailers may lose.
Service-First Approach: Our focus on professional programming, remote adjustments, and ongoing support aligns perfectly with the industry's shift toward service-based competition.
Flexible Pricing Options: We can discuss payment plans, bundle options, and total value packages in ways that comply with IMAP while still offering exceptional value.
Hearing Aid Industry Timeline: Key Changes Affecting Pricing and Access
IMAP policies are particularly impacting the most advanced and popular hearing aid models—exactly the ones most people want and need.
Phonak/Unitron Models Under IMAP:
Other Manufacturers Following Suit:
Based on industry trends, expect similar policies from:
The hearing aids most affected by IMAP policies are typically the most advanced models with features like:
These are exactly the features that provide the most benefit for users, making it even more important to find an authorized retailer who can offer competitive pricing through direct communication.
Even though IMAP is now in effect, timing remains crucial for several reasons:
Inventory Transitions: Some retailers may still have pre-IMAP inventory that wasn't subject to the new advertising restrictions.
Competing Policies: As other manufacturers implement their own policies, the competitive landscape will continue to shift.
Service Evolution: Retailers are still adapting their sales processes to the new environment, meaning early adopters may find better deals.
Technology Updates: New hearing aid models are released regularly, and newer technology often provides better value than previous generations.
Our established processes and customer relationships mean we've seamlessly transitioned to the post-IMAP environment. We can:
The post-IMAP hearing aid market rewards informed, proactive consumers. Here's how to navigate this new environment successfully:
Research Phase:
Inquiry Phase:
Evaluation Phase:
Decision Phase:
In the post-IMAP environment, asking the right questions becomes even more important:
Industry experts predict several trends that will shape hearing aid purchasing in the post-IMAP world:
Service Differentiation: With advertised pricing standardized, competition will focus more on service quality, expertise, and customer support—areas where Direct Hearing excels.
Relationship-Based Sales: Direct communication between customers and retailers will become more important, favoring companies with strong customer service cultures.
Technology Integration: Remote programming, telehealth consultations, and smartphone integration will become standard, making geographic location less important for ongoing care.
Value-Based Decisions: Customers will focus more on total value packages rather than just initial device costs, rewarding retailers who provide comprehensive service.
While IMAP policies may seem restrictive, they actually benefit consumers who are willing to engage directly with retailers:
Better Service: With price competition moving away from online displays, retailers must compete on service quality and customer experience.
More Accurate Information: Direct communication allows for personalized recommendations based on specific needs and circumstances.
Flexible Options: Retailers can discuss payment plans, service packages, and customization options more freely in direct conversations.
Long-term Relationships: The emphasis on direct communication encourages long-term customer relationships and ongoing support.
The hearing aid industry has changed, but your need for better hearing and excellent service remains the same. Here's how to take advantage of the new environment:
Act Informed: Understand that advertised prices are now minimums, and actual competitive pricing requires direct inquiry.
Communicate Directly: Don't hesitate to call, text, or email for pricing information—this is now the standard process for finding the best deals.
Evaluate Completely: Consider the total value package including devices, service, warranties, and ongoing support.
Choose Wisely: Select a retailer based on their ability to provide comprehensive, long-term hearing care, not just device sales.
In the post-IMAP world, Direct Hearing's advantages become even more pronounced:
Ready to explore your options in the post-IMAP world?
Call us at (856) 437-5753, text us, or email for current pricing on any hearing aid model. Our hearing aid experts will provide transparent information about pricing, services, and options that comply with current industry policies while ensuring you get the best possible value.
Don't let IMAP policies limit your choices—contact Direct Hearing today to discover how you can still access premium hearing aids at competitive prices with professional service and support. The rules may have changed, but your opportunity for better hearing at great value remains the same
