Audiology Marketing, Beating The Big Boys

How Small Practices Can Beat The Big Boys With Clever Audiology Marketing Strategy


Okay, we know the big boys can bring plenty of money to the fray. Their budgets for audiology marketing simply dwarf most small Practice’s allowance. Believe me that’s okay, they might have a lot to spend, but your local position and quicker decision processes give you the edge.

In fact, for your purposes, the fact that you are a small local Practice is perfect. In order to leverage this, to really achieve your goals, you need to incorporate long tail keyword strategy into your audiology marketing. You need to consider this both online and offline, you need to incorporate this thinking in both your new and traditional audiology marketing strategy.

Long tail Keywords As Part Of Your Audiology Marketing Strategy

I have spoken about long tail keywords or phrases before. The concept is simple, when people are searching online for services, they tend to use phrases as opposed to keywords. This is an ideal situation for a local independent Practice. It would be very difficult for you to compete for a search return on a search for hearing aids. Simply because the competition for that keyword search is immense.

But a search for hearing aids in (your area) is less competitive and far easier to gain top ranking for. The very fact that you are a local Practice actually assists you in your endeavours to rank for this type of search. You make sure that your website is SEO’d for that purpose and you are continuously producing content with that target in mind.

Your national competitor will be aiming at a national target, the closest they will come to localisation is a Practice or clinic entry on their nationally optimised web site. This is a weakness that you not only can, but must take advantage of. Make the targeting of localised long tail keywords or phrases a central tenet of your online audiology marketing strategy.

Those Phrases As Part Of Your Traditional Audiology Marketing Strategy

But don’t stop there, those localised terms are just as powerful, just as attractive to your prospective Patients if used in your traditional audiology marketing strategy. Now more than ever people are more than willing to do business with local businesses. We know that the psychology of the sales/purchase relationship helps us in this respect. People do business with people they like and people they trust.

You as a local independent hearing healthcare professional are in an ideal position to facilitate that outlook. You just need to be smart with your audiology marketing strategy.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think