With a yearly revenue in the high million-dollar range, US war veterans constitute an attractive source of income for Danish hearing aid manufacturers, who are battling each other and other competitors to become the preferred hearing aid supplier for the Veteran Affairs (VA) sales channel.

Danish flagships in the hearing aid area Demant, GN Hearing and the merged company WS Audiology spend buckets of resources and millions of Danish kroner on developing the newest and best product for the veterans, whose hearing problems are aided through the state-provided US sales channel VA.