Audiology Marketing, Optique’s Practice Branding deployment

Optique’s use of decor and furnishing is a strong component of their audiology marketing strategy

By Geoffrey Cooling

In this post I would like to look at a very different deployment of a Practice. One of my customers has a practice on the Lisburn Road in Belfast. Some years ago he opened a joint Optical and hearing services branch.

The Branch is set in an upmarket part of Belfast along a road full of boutiques supplying high value goods. He decided that his branch deployment and his brand would be one that fit this area. So he carefully set out the design elements of the branch and indeed his whole brand. He clearly realised that everything pertaining to his brand was a key component of his audiology marketing strategy.  Below is a combination of Optiques’ logo and an exterior shot of the branch signage.

Optique_Header

The elements of the exterior of the shop were carefully thought out in order that they both spoke to the brand and were harmonious to the area. As you can see from the publicity shots which were well done, the branch looks extremely well. Note as well how the brands logo is deployed across the sun shade and indeed across the shop front glass. The logo is a recurrent theme throughout the deployment of the Practice and the brand itself.

optiqueext

The interior decor again speaks to an upmarket establishment with plush decor and high quality furnishings and fittings. The Optical area is extremely well deployed, sophisticated but neither over pretentious or arty. It manages to communicate sophisticated, established and professional without stuffiness. Even the display cases used for high value opticals are carefully selected to match the overall brand feel.

Optique_Sight_And_Hearing

There is a change in decor in the hearing healthcare waiting area with the deployment of soft furnishings, a beautiful centre piece mat, living room dressers and exquisite wall paper. It would put you in mind of an upmarket gentleman’s club. It is extremely welcoming and comfortable. Again the brand feel is visible throughout the decor, the wall paper colour and design is sympathetic to the Optique Logo branding.

Optique_Hearing_Waiting_Area

This is in essence that which I wish to bring to you here. Every element of the combined practice is deployed with the brand in mind. Optique decided what brand feel they wanted, they then deployed every element of their Practice to service that brand feel. Everything from the physical branch, through the letter headings and paper used to the online marketing elements are consistent with the brand.

earwaxgone.co.uk Optique

You can see from the two websites that Optique use, the brand elements are deployed throughout. This is also the case on their recently started blog, the consistent use of the elements is key to their audiology marketing strategy. I hope that you agree, they have done an excellent job. This concept should be key, should be foremost in your thoughts as you design your own strategy. Everything about your Practice contributes to your brand and it’s feel. Your brand is and should be treated as a major part of your audiology marketing strategy.

Regards

Geoff

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.

4 Comments

    • I would have to agree with you there, I am jealous only because I had nothing to do with it! Optique have truly deployed a boutique Practice.

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