Why Have We Illustrated This Post with a Slice of Bread?
Back in 1928, the Chillicothe Baking Co. became the first company to sell sliced bread. Their marketing featured the slogan:
“The greatest forward step in the baking industry since bread was wrapped.”
Not the catchiest line, you’ll agree. But other marketers quickly saw its potential, and before long, Chillicothe’s claim had evolved into the phrase we all recognise today:
“The best thing since sliced bread.”
But what does this have to do with the exceptional audiology service we provide at Hearing Healthcare Practice?
Hearing Aids: The Best Thing Since Sliced Bread?
On 20th February 2025, BBC Radio 4’s programme Sliced Bread aired an episode titled:
“Hearing Aids: Does Going Private Mean You’ll Get Better Gadgets – and Miss Out on Less Conversation?”
The programme raised some important points, though in our professional opinion, it also included some inaccuracies.
One of the most significant insights came from Professor Gabrielle Saunders, a leading audiologist at Manchester University. When asked:
“What does your research show is the most effective way to ensure people are happy with their hearing aids?”
She answered:
“Having an audiologist who is willing to work with you, listen to you – it goes beyond just fitting a hearing aid. The technology is complicated, but having an audiologist you trust and who works with you is absolutely key.”
Another contributor, Angela Williams, a listener who had requested the BBC cover this topic, also shared her experience. Angela, who has lived with otosclerosis and used hearing aids for 25 years, said:
“Well, what is definitely sliced bread as far as I’m concerned is a good audiologist. And I just can’t say that enough. There are some absolutely fantastic audiologists out there who are so professional, so caring, so helpful. And that’s what you need. Because as the experts have rightly pointed out, it’s not one-size-fits-all. You need the right care and guidance to find the best solution. A good audiologist will prescribe what’s right for you. So, they’re what’s sliced bread.”
The Role of an Exceptional Audiologist
That’s exactly the point – and it’s what we believe at Hearing Healthcare Practice.
For 44 years, we have deliberately avoided focusing on hearing aids in our marketing. Instead, our commitment has always been to highlight the critical role of expert clinical care in delivering effective hearing solutions.
That’s why, in our opinion, professional, caring, trustworthy audiologists are the best thing since sliced bread.
More and more people are coming to us for a second opinion, asking whether the hearing aids they purchased elsewhere could perform better. Sometimes, after just a few hours of testing, re-tuning, and follow-up sessions, we achieve significant improvements. In cases where that isn’t enough, we start fresh to find the best solution.
Our Hearing Advice
Don’t be swayed by marketing hype around hearing aid technology. Instead, talk to a professional who will give you an honest, unbiased opinion.
Because when it comes to better hearing, the right audiologist is the real game-changer.
If you would like more information or to come and see one of our audiologists CLICK HERE and we’ll be delighted to help you.
A link to the BBC ‘Sliced Bread’ broadcast can be found here: BBC Sounds Click Here
A transcript of the broadcast can be found Click HERE