Our Professionals

Dr. Sreekant Cherukuri

Dr. Sreek Cherukuri, MD ENT

Founder Analog Hearing Labs

Dr. Sreek Cherukuri is a fellow of the American Academy of Otolaryngology-Head & Neck Surgery and is a diplomate of the American Board of Otolaryngology.

Dr. Cherukuri received his Bachelor’s Degree from the University of Michigan, Ann Arbor, graduating with honors. Dr. Cherukuri graduated from the University of Michigan Medical School in Ann Arbor. He then completed his Otolaryngology (Ear, Nose, and Throat – ENT) residency at the Henry Ford Health System in Detroit, MI.


Digital is why people on the phone, sound like they are on the phone.

Analog is how people sound when they are there with you


– Dr. Sreekant Cherukuri

Following his residency, Dr. Cherukuri moved to the Chicago area, where he has been practicing ever since. As a respected member of the ENT community, Dr. Cherukuri has been published in a number of medical journals, and he has also presented research papers at multiple conferences.

In 2008, in response to the hearing aid industry’s continued failure to provide low-cost solutions, he founded what soon became the country’s leading affordable hearing aid manufacturer.

When his advocacy for affordable hearing health was finally validated by legislation in Washington, DC, Dr. Cherukuri sold his business and returned to medical practice.

However, Dr. Cherukuri enjoys being a serial health entrepreneur and remains ready to tackle new challenges when he feels he can help his patients. “After I sold my prior business, I continued my research as a leading in-demand consultant across the industry. It was in this role, along with thousands of patient interactions in my practice, when I noticed the lack of choice across the current hearing industry landscape.”

Dr. Cherukuri is a strong believer that the availability of analog hearing aid choices is critical to empowering patients to achieve their best hearing health.

“My main duty as a doctor is to help my patients find the best way to address their health concerns. Choice is imperative as not every patient is the same; one solution alone will not help every patient. Digital technology, while helpful, is not the best choice for everyone.”

Having sold over half a million hearing aids, I realized that there is a large population that prefers the warm, natural sound of a high-quality analog hearing aid over the hollow, processed, non-linear sound of an expensive digital hearing aid.

Thousands of hours of industry research, testing, and interaction with patients on the difference between digital and analog can be best expressed in two simple sentences.

  • Digital is why people on the phone sound like they are on the phone.
  • Analog is how people sound when they are there with you.

By reintroducing analog hearing aids, my hope is that this large number of people who have felt ‘left behind’ in the current environment will now be empowered to enjoy a better quality of life and to once again ‘be there’ with their families and friends.. If that can happen, then I know that I have done my job correctly.

Dr. Gina Geissler

Dr. Gina Geissler, AuD., FAAA

Head of Audiology

Dr. Gina Geissler is a board-certified Doctor of Audiology (AuD.) specializing in amplification for hearing loss in adult and pediatric populations. Dr. Geissler received her bachelor’s degree from Marquette University in Milwaukee, WI, and her Doctor of Audiology degree from Central Michigan University in Mt. Pleasant, MI. She completed her residency training at Illinois Masonic Medical Center in Chicago, IL.

Her clinical training included stints with the Veterans Administration (VA), and she also spent time overseas in Guatemala, Honduras, and the Dominican Republic. She continues her overseas work to this day, volunteering on medical mission trips around the world each year to help improve the hearing health of underserved populations.


Your brain has 70 years of “muscle memory” processing analog sound. That is a good thing.


– Dr. Gina Geissler, AuD.

From her practice in the greater Chicago area, Dr. Geissler evaluates and treats patients with common hearing loss symptoms related to illness, aging, noise exposure, chemotherapy, and diabetes. She also treats more specific hearing problems such as tinnitus (ringing in the ears) and vertigo (dizziness).

“As our senior population grows in size, I am seeing a greater number of patients with hearing loss than before,” says Dr. Geissler. “And with that increase in patients comes an increase in the range and variation of hearing loss that I witness on a daily basis. While digital technology can and does help a number of people, there are gaps that it just cannot fill. It’s been frustrating for me as a hearing professional that alternative solutions to fill those gaps have been absent for so long.”

“Dr. Geissler has been a passionate champion for the many underserved niches within hearing health and has been advocating for the availability of Analog hearing aids to help fill those niches. “

When I met Dr. Cherukuri for the first time, I was thrilled to find that a respected member of the ENT community such as him shared my concern about the lack of choice for our patients. I’m excited to play a role in bringing back analog hearing aids.

In my practice, I have tested the TrueEQ aid on existing patients who were using digital aids, and 8 out of 10 preferred the sound of the TruEQ over their digital aids. And that makes sense because each of us has decades of “muscle memory” in our brain of processing analog sound, which is a good thing.

I believe that re-introducing analog aids will bring new hope to a large number of people who have previously felt abandoned and left behind because of their hearing loss. And that will allow these people to ‘be there again’ with their loved ones. As both a medical professional and a mother, what can be more satisfying than that?”

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