This is a great question on an issue that needs attention.
The problem is not to extoll the 'the uniqueness of the business or the product.' A hearing aid is a hearing aid to anyone who will need one. Quality will be a differentiator, yes, BUT the brand needs to empathize with the user (consumer/patient) at an ulterior level.
The current look and feel of these devises is a stigmatic magnet because of the way the product itself looks. They are UGLY!
A good branding approach is not to add a logo promoting a brand but to redesign the product in a branded manner which makes the user feel like a hip 'maturing' member of the social fabric as opposed to a sorry patient who has to wear an ugly looking prosthetic device. If this devices, looked like an iPod, the branding issue would be resolved automatically, while delivering on a secundary, yet very important core benefit to the consumer: his/her image and self esteem.
A deteriorating eyesight is a fact of life, but one can feel good and distingushed with a nicely designed pair of eyewear, same goes for this hearing aids... make a very neat chromed version... heck, even I might want to go deaf! and will certainly become loyal to the brand which provided the sensibly designed device.