Cochlear North America and ENT specialist Dr Candice Colby-Scott are spotlighting the summer season as an opportunity for people with hearing loss to explore their options, including cochlear implants, as part of a new awareness initiative.
Cochlear North America has launched a summer awareness campaign encouraging the more than 37 million Americans living with hearing loss to prioritize hearing health evaluations during the season. The “Don’t Miss the Moments That Matter” initiative pairs Cochlear with hearing specialists, including board-certified otolaryngologist and fellowship-trained neurotologist Dr Candice Colby-Scott of Great Lakes Bay ENT in Midland, Mich, to underscore how untreated hearing loss affects daily life — and what can be done about it.
The campaign arrives as social gatherings, family vacations, and outdoor events put hearing challenges in sharper relief for many patients. Colby-Scott, who specializes in cochlear implant surgery, says the seasonal context is meaningful in her clinical work.
“Hearing loss doesn’t just affect your ears, it affects your relationships and your quality of life,” says Colby-Scott, in a release. “The good news is, there are more options than ever to help people hear and stay connected.”
Untreated Hearing Loss Carries Significant Health Risks
A central message of the campaign is the broader health consequence of leaving hearing loss unaddressed. According to Colby-Scott, untreated severe hearing loss can increase the risk of memory and thinking problems by as much as five times and can elevate the odds of falling and worsening imbalance — underscoring that hearing loss extends well beyond the auditory system.
“We now know that our hearing involves more than just listening — hearing stimulates the brain and keeps us connected not only to our family but also our environment, in turn stimulating and feeding the brain with needed signals to stay healthy and active,” says Colby-Scott, in a release.
Cochlear Implant Candidacy and the Evaluation Process
The campaign also aims to demystify cochlear implant candidacy for patients and referring providers. Colby-Scott notes that a cochlear implant may be appropriate when hearing aids are no longer providing sufficient benefit for bilateral hearing loss, or for those who have lost hearing in one ear. Patients who can hear sounds but still struggle to understand speech in noise — a common complaint in restaurants or busy family settings — are often good candidates for evaluation.
The evaluation process begins with audiometric testing and a clinical review of the patient’s goals. If implantation is recommended, pre-operative workup proceeds in alignment with insurance requirements before scheduling what Colby-Scott describes as a typically straightforward outpatient procedure. Activation of the device occurs approximately two weeks post-surgery, followed by ongoing support from both the implanting clinic and Cochlear North America.
MRI Compatibility a Key Consideration for Long-Term Planning
One practical consideration the campaign highlights is MRI compatibility — an increasingly important factor as clinicians and patients think about lifetime device management. Colby-Scott encourages patients to select a device that minimizes procedural barriers to imaging access.
The Cochlear Nucleus Nexa System, Cochlear’s newest implant platform, is designed to allow many MRI scans to be completed without removing the internal magnet, which can help patients avoid additional procedures and maintain continuity of care across their health needs over time.
“Even if it’s not something you need today, it’s important to plan for the future. I encourage patients to choose a device that makes MRI access as simple as possible,” says Colby-Scott, in a release.
A Call to Action for Clinicians and Patients Alike
The “Don’t Miss the Moments That Matter” initiative reflects a broader industry effort to close the gap between hearing loss prevalence and cochlear implant uptake. Colby-Scott points to practical, everyday signals that may indicate a patient is ready for a more in-depth conversation: difficulty following conversations, listening fatigue in social situations, frequently asking others to repeat themselves, or relying on family members to relay missed comments.
Cochlear Limited, headquartered in Australia, has provided more than 750,000 implantable hearing devices across more than 180 countries since 1981. The company reports a cumulative investment of more than AUD$3 billion in research and development.
For clinicians looking to refer patients, more information is available at www.cochlear.com/us.
Featured image: Multi-generation family barbecue with grandad grilling. Photo: ID 134199825 © Monkey Business Images | Dreamstime.com
