New business provides hearing health options

Observer courtesy photo Pure Audiology owner Christina Bradford.
Observer courtesy photo
Pure Audiology owner Christina Bradford.

By Stephanie Choate

Observer correspondent

Communication is the key to a good relationship — and it’s hard to communicate when you can’t hear.

A new Williston business is aiming to help sharpen the hearing of locals of all ages, with an end goal of improving their communication ability and quality of life.

Dr. Christina Bradford opened Pure Audiology in Williston in March after moving back to Vermont with her family.

“Helping people communicate better helps their relationships and is a large part of improving people’s quality of life,” she said.

“Especially in the older population, once somebody’s hearing starts to go, it makes it really difficult for them to remain active and involved and participate in whatever their friends are doing. It can make them feel isolated.”

Bradford works to help each of her clients find the best communication option for them.

She offers a full range of hearing healthcare options, from pediatric testing and solutions to helping older folks address permanent hearing loss. She also focuses on hearing disorders and aural rehab for those who have been diagnosed with hearing loss.

Bradford spent seven years working at Audiology Associates, a private practice in Maryland, after earning her doctorate from Townson University in Maryland.

“Christina is very honest and truly cares about people,” said Melissa Segev, Audiology Associates owner. “She is committed to helping patients hear better and improving their quality of life.”

Bradford said she decided to open her own practice because she wanted to remain in private practice and wanted to customize her care.

“One of the main reasons I have decided to remain in private practice and open my own is because I enjoy the personalized approach to patient care and the relationships that develop as a result,” she said.

She also wanted to make sure people understand that they have options.

“I thought there was a need,” she said. “People need options, and they need to know what’s available.”

She said many people don’t know there is a range of options for hearing solutions — from medical or surgical solutions to perfectly programmed hearing aids.

She also said people often aren’t aware of how advanced hearing aids have become.

“People think ‘My grandmother wore a hearing aid 20 years ago, and it was this big clunky thing,’ and also they don’t want to be perceived as old,” she said. “People aren’t necessarily aware that the technology is now so good. It’s basically little computers in your ears.”

She added that many people have the misconception that only older people wear hearing aids, which is not the case.

She also said some people are put off by the expense of a hearing aid and try to find one online for a discount. But they are often giving up the critical programming and fitting services that make a hearing aid work well.

“It’s definitely an investment, but it’s important to do your research and figure out what that investment gets you,” she said. “It’s not just the hearing aid. You’re often paying for the services and professional care required for you to be successful with that device. A hearing aid is only as good as how it is programmed and set up and fitted to you, and how accurate the testing was.”

Pure Audiology is located at 64 Knight Lane in Williston. For more information, visit