Research Gets One-sided Views

UK consultancy Through The Loop has released details of recent research among the single-sided deaf, which aimed to develop a patient perspective for the BAHA direct bone conduction hearing device. This morning's DRNO brings you a rare insight into the lives of this group, a small agency case study with a life-changing message and the chance to confound your spellcheck with the word 'osseointegration'.

Entific Medical Systems, a rapidly expanding medical systems company focusing on 'bone anchored applications' - the meaning of osseointegration - commissioned research-based marketing consultancy Through The Loop to complement clinical trials already in progress in Europe and the USA by understanding the likely reaction and uptake among this potential market. The research comprised initial focus groups in the UK and Germany, a large-scale quantitative study in the UK, follow-up focus groups and finally individual depth interviews.

'Our first task was to learn more about the condition and the problems faced by patients in their everyday lives' says Through The Loop's Martin Payne. This produced some of the most significant findings. 'In general the level of help and support they received, post operation, appeared to be negligible. Many respondents felt that they had been left to cope on their own, and it often took a while to correctly diagnose their problems. The symptoms varied and included gradual hearing loss, facial 'tingling', loss of taste or balance, headaches or tinnitus. The range of symptoms meant that the patients approached different medical professionals such as the doctor or dentist in the first instance'.

Despite having good hearing in one ear, most respondents' lives have changed considerably. Many had to give up their work or at least reduce their hours. One reason for this was the difficulty coping with background noise, which also has a major impact on their social lives.

The second stage quantified these issues. The British Acoustic Neuroma Association (BANA) agreed to distribute a questionnaire amongst their membership, helping Through The Loop to obtain a response rate of around 45%.

Major problems experienced include difficulties as a pedestrian (56%), social exclusion (55%), difficulties in a group situation (54%) and difficulties with the telephone (41%). 39% said that work had become more difficult.

83% of respondents said that BAHA sounded like a good idea - a lower proportion (59%) said they would like to try it, but given the eventual requirement for an operation to fit BAHA this was actually seen as quite encouraging.

The final stages of the research involved a trial of a 'tester' device approximating the effect of, but not providing the same level of conductivity as, a BAHA implant. The sessions were kicked off with a small presentation from a qualified audiologist to explain the process and its limitations.

Once they had the BAHA tester there was an immediate effect for many respondents. 'The amount they could hear and its clarity appeared to vary although many respondents were able to hear whispered voices. The general consensus was that they could hear from the 'deaf' side and that their overall hearing was improved' says Martin Payne. Some of the verbatim comments illustrate the radical benefits for some triallists: 'I've spent so long not hearing anything that it's quite amazing' said one. Another 'It makes me feel as if I have two sides to my body'.

Whilst the principal conclusion is that patients believe BAHA does work and can restore a great deal of quality to their lives, the research also suggests that there needs to be far more support for acoustic neuroma patients prior to an operation and this should include participation in self-help groups and the opportunity to talk to those already suffering from single sided deafness and learn what it is like to live with on a daily basis.

While BAHA cannot restore hearing in their deaf ear or even provide 100% quality of hearing on the deaf side, it does offer the potential for solving many of the problems they face everyday, with a substantial net improvement in the quality of life. The success of this non-clinical research means that the client not only understands how well the product works but also how it is likely to be received by the target audience and what take-up it may achieve.

The full case study can be downloaded from Through the Loop's Web site at www.throughtheloop.com/services/entific.html

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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