First, remove the stigma of hearing aids and hearing loss. It's not an old person's thing, and it's not something you have to hide. For me, they are glasses for my ears. That cost thousands of dollars. I want options. I want colors. I want "Ray Ban" to brand hearing aids. I do not want to browse a selection of colors that are clearly meant to either blend with my skin color or my hair color. Don't market to me that they are "hardly visible" as if I should be ashamed of them and hide them.
Second, make insurance work better. For a time, I had a state job, and the state insurance would pay $200 per hearing aid. That's nowhere close to the cost - probably about 10% of the cost. $200 gets you a cheap "hearing device" you'd get out of the back of an AARP magazine with pictures of silver haired people. In my current job (Fortune 50 company), they will pay 90% of the cost for hearing aids, but they will only buy me one pair in my life time. IN MY LIFE TIME. Utterly ridiculous. I could lose one or have one damaged, and be on my own for the $2500-3500 (each) replacement cost depending on what I got.