Prescription target
Audiology marketing strategy and SEO roadmap
The order the work goes in
What to fix first, what to leave alone, and what each step should produce.
Prescription target
Current level against target, in the order it is done
Started today, prescribed to leading the market · Weeks 1–6
- Technical floor500 Hz
Partial today, prescribed to strong · Weeks 1–8
- Service-line pages4 kHz
Absent today, prescribed to strong · Months 2–6
- Reviews250 Hz
Partial today, prescribed to strong · Ongoing from week 2
- Awareness library1 kHz
Absent today, prescribed to adequate · Months 4–12
- Answer engines2 kHz
Started today, prescribed to adequate · Months 6–12
Everything at once is not a prescription. The order is most of the value.
Presenting complaint
Almost every practice we speak to is being sold a package: four articles a month, a listings bundle, a rebuild. None of those start from what is actually limiting the practice, because the package was decided before anyone measured anything.
A prescription, not a package
A hearing aid is not fitted by making everything louder. It is prescribed to a target, frequency by frequency, and then verified against that target in the ear. The equivalent here is a sequence: what is furthest below where it needs to be, what moves fastest, and what has to wait because it depends on something else being done first.
The audit produces the measurements and the competitor work says what the market will allow. The strategy is what turns both into an order of work with a reason attached to every step.
Budget and staff time are the real constraints
A plan that assumes an unlimited budget and a spare staff member is a wish list. Ours states what it costs, what it needs from the practice — usually one person for an hour a fortnight, and a clinician for occasional review — and what happens to the sequence when either of those is smaller than hoped.
Fast, structural, and slow
Work divides into three speeds and they are funded differently. Profile and listing corrections move in weeks. Service-line pages change the mix of appointments over a few months. The awareness library and answer-engine work take most of a year and then keep paying. A strategy that contains only the slow work looks like nothing is happening; one that contains only the fast work stalls in month four.
What we are not doing this quarter
Written down, with the reason, and revisited each quarter. It usually includes the device head terms, a rebuild the site does not need, and any location page for a town the practice has no real claim to. An unstated exclusion always returns as a question later, usually phrased as why are we not doing this.
If you only want the thinking
Some practices have a marketing person, an agency they are happy with, or a web developer on staff, and want the diagnosis and the order of work rather than the delivery. That is a consulting engagement: the audit, the competitor read, the prescription, and a call to argue with it. Everything is written so that somebody else can execute it, and you keep it either way.
Search is not the whole of it
Digital marketing for a hearing practice is more than search, and a strategy that pretends otherwise is selling its own services. Where paid search, physician referral relationships, community events or a direct mail programme are doing more of the work than search is, the strategy should say so — and should say where search genuinely cannot help.
Re-read against what happened
Every quarter the plan is compared with what actually happened rather than with what was planned, and the next quarter is re-prescribed from there. Reporting that stops at traffic cannot support that conversation, which is why the two are built together.
What is included
- A written order of work with the reasoning left in, so it can be argued with
- Budget and staff time treated as real constraints rather than an afterthought
- What we are not doing this quarter, and what would have to change for that to move
- The measurement each phase is judged on, agreed before the phase starts
- A quarterly re-read against what actually happened, not against the plan
How it is measured
- A written sequence with the reasoning kept in, so it can be disagreed with
- Each phase carrying the measurement it will be judged on, agreed before it starts
- A quarterly re-read against what actually happened
- An explicit not-this-quarter list, reviewed rather than quietly abandoned
Questions
Questions about this piece
Can we buy the strategy without the delivery?
Yes. The audit and the prescription are a standalone engagement, and everything is written so your own team or another agency can execute it. You keep the work whether or not you continue with us.
How long does a strategy hold before it is out of date?
The twelve-month shape holds; the quarter-by-quarter order moves. A competitor publishing heavily, a new location, or a clinician joining or leaving are all reasons to re-prescribe earlier.
Do you handle paid ads as part of this?
We do not run paid campaigns. The strategy says where paid search would genuinely help, usually to hold ground while slower organic work matures, and we are happy to brief whoever runs it.
What if we disagree with the order?
Then it gets argued out, which is why the reasoning stays in the document. The practice knows things about its own schedule, capacity and referral relationships that no audit can see.
The prescription comes from the measurement.
Every strategy here starts with the practice audiogram: the visibility baseline, the demand map and the competitor read. You keep all of it whether or not the work continues.
Works with
- UnaidedSEO audit (the practice audiogram)The unaided test: where the practice can be found, where it cannot, and the order to fix it in.
- MaskingCompetitor analysisYour true position, measured against whatever is sitting above it.
- AidedSEO reporting & call trackingSessions are not the product. Booked, kept appointments are.