Sensorineural hearing loss is the most common type, affecting 90% of hearing aid users. Sensorineural hearing loss occurs when the delicate cells (called hair cells) located in the inner ear become damaged or destroyed. These tiny cells are responsible for picking up sounds in the environment and turning them into electric signals to be sent to the brain for processing. Your brain then takes these signals and interprets them as recognizable noises. When these cells become damaged, the signals we need to understand sounds are not properly sent to our brain – thus impairing our ability to hear. There are many ways people end up with sensorineural hearing loss, however, the most common are natural aging and exposure to excessive noises. The other causes of this type of hearing loss are taking drugs that are ototoxic, head injuries and diseases such as mumps, meningitis, multiple sclerosis or Ménière’s disease. Although sensorineural hearing loss is most often permanent, many people find treatment with hearing aids to be extremely helpful for this type of impairment.