Marketing in an Audiology Practice

Marketing in an Audiology Practice provides a unique, in-depth look into all facets of marketing and is a must-have for audiologists looking to market themselves and grow their business.

This practical text strives to further the autonomy of the profession by presenting an A-to-Z approach for creating and implementing marketing plans and budgets in both for-profit and not-for-profit settings. Additionally, a key focus of this text is how to incorporate new and emerging social media tools as part of a comprehensive marketing strategy to appeal to a broader patient base.

Includes contributions from Curtis J. Alcock, Karen Ann Jacobs, Geoffrey Cooling, Robert Tysoe, and Donald W. Nielsen.

"This is not, I repeat, not, a marketing textbook. It is an audiology book that will demonstrate how marketing and branding are instrumental to the long-term sustainability of an audiology or hearing instrument dispensing practice. It is written for two audiences: graduate students who often do not get enough exposure to business-related coursework during their graduate school tenure and experienced audiologists who are looking for some material of a practical nature. Its primary intent is to support audiologists who aspire to own or operate their own practice."
—Editor, Brian Taylor, AuD

Reviews

"It was amazement I felt as I read this book. I was excited. This excitement was sustained as I went from one chapter to the next. Each of these contributors are known for their innovative approaches to looking at the role of audiology going forward. Curtis Alcock provides a thought provoking approach to marketing our profession and had me questioning the assumptions underlying many of the current ways used to promote our profession. He has interesting strategies to make hearing care relevant for all. The difficulty is, it involves changing our belief in how we promote our services and skills. Are we, as a profession, up to it? I think we are! This book is worth reading by all audiologists. It's a book that is now in my library and already showing signs of overuse."
—Noelene Nielsen, in Audiology Now (2015)

"This book is clearly written with the target audience to be both graduate students studying audiology and professionals interested in marketing/branding their practice. Students and audiologists who aspire to build a private practice will find this book a great resource... In chapter 6, Social Media and Digital Marketing, the author shares up to date marketing strategies using the very latest technology. This information is excellent for any practice, not just a private practice... In summary, this textbook provides an excellent introduction to the area of marketing in audiology. This book could be a supplement to a practice management course in the Doctor of Audiology program or a useful resource for those already practicing audiology for years."
—Marc Brennan, Boys Town National Research Hospital, Omaha, USA, in International Journal of Audiology (2016)

"'This is not, I repeat, not, a marketing textbook.' A strange, if somewhat bemusing opening to a book with the word 'Marketing' firmly placed in its title. The author then goes on to explain why it is not a marketing textbook, which also becomes apparent as you read the chapters. This book will not tell you how to market your practice, but it will give you plenty to think about when developing your own marketing strategy. It will give you 'pointers' in the right direction and make sure you have considered all aspects of marketing from billboards, to print, to digital and social media: and it will help you to decide on which forms of marketing are best for your business. It will also help you think about who you are marketing to. Who are your prospects and where do they come from? It will make you consider different approaches to marketing based on whether you are appealing to the clients themselves, their significant others, their local doctors or their insurance companies. Yes, I mention insurance companies because this book has a significant US market bias, although many of the concepts could be adopted globally. The book is very well laid out. I liked the long chapters, broken down into very manageable sections, enabling the reader to pick it up and put it down again as time allows. It also enables the reader to find relevant topics easily. . . . Overall, this is a book that I will keep for reference as it is easy to read and is written in plain English; not in marketing jargon. It is not for the expert marketer, but for someone who needs guidance and ideas as to how to get round the world of marketing and develop a brand identity. It is for those who don't know where to begin with developing a marketing strategy. This book will tell you the what, who and how of things you need to consider."
—Lynne Leeming, MSc, RHAD, BSHAA, Hearing Aid Dispenser and Clinical Scientist (Audiology), Charnwood Hearing Aid Centre LTd, Anstey, Leicester, UK, in ENT & Audiology News (July/August 2017)

Introduction
Contributors

Chapter 1. Developing a Strategy and Brand for Your Practice: Pillar-of-Community Marketing

Brian Taylor

Chapter 2. Using Marketing to Shape People's Attitudes to Hearing Care

Curtis J. Alcock

Chapter 3. A Practical Guide to a Marketing Strategy and Plan

Karen Ann Jacobs

Chapter 4. Marketing in a Modern Practice: A Real-World Perspective

Geoffrey Cooling

Chapter 5. Disease State Marketing and Interventional Audiology

Brian Taylor and Robert Tysoe

Chapter 6. Social Media and Digital Marketing

Brian Taylor

Chapter 7. Marketing University and Other Nonprofit Audiology Clinics

Donald W. Nielsen

Index