Three options. Only one actually works for your business.
Hearing Australia subsidises the pension card. The growth lives in the four other channels.
Independent audiology practices fight on three fronts at once: a Hearing Australia HSP scheme that pays for the pension-card patient's hearing aids and locks the conversation to government-subsidised devices, a private market where someone is happy to pay $7,000 for a top-tier Phonak or Oticon but only if you can get them in the door, and a workplace audiometric screening channel that's worth $40k to $200k a year per industrial client if you can land the contract. Add paediatric, tinnitus and balance, and that's six different marketing plans the principal audiologist can't write at 7pm after a day of REM. The franchised chains have a centralised marketing team and outrank you on the broad searches. You can't beat them on volume; you can absolutely beat them on clinical depth and on the channels they ignore.
Good audiology marketing has three layers: a Google Business Profile and local-SEO base that wins 'audiologist [suburb]' and 'hearing test [suburb]' in your immediate catchment (you're not going to outrank Specsavers Hearing on the broad term, but you can take the map pack), a specialty page library that wins 'paediatric audiologist [suburb]', 'tinnitus management [suburb]', 'private hearing aid Phonak [suburb]' and 'balance vestibular assessment [suburb]', and a B2B outreach motion for workplace audiometric screening that gets a proper proposal in front of every manufacturing, construction and mining HR manager within driving distance. Each layer is independent of the others; you need all three running for the practice to grow.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the channels you actually want to grow (private hearing-aid fittings, paediatric, tinnitus, balance, workplace screening) rather than chasing every hearing-test enquiry. Briefs the other agents so the specialty pages, the HSP-to-private conversion content, the B2B workplace-screening outreach and the AHPRA-compliant clinical posts all push toward the right margin, not toward a Specsavers-Hearing-style broad-acquisition fight you can't win.
Imports your existing site so you stop paying for hosting plus a CMS subscription, ships a specialty-plus-suburb page library, and builds a proper booking flow that captures appointment type (HSP eligibility check, private fitting consultation, paediatric, tinnitus, balance). Keeps the audiologist bios and specialty pages up to date with one-tap uploads from the clinic.
Owns whether you appear in the map pack for 'audiologist [suburb]' and the specialty long-tail searches. Complete Google Business Profile, AudA-member surfacing, specialty-page schema, review prompts after every fitting, and the technical fixes that keep you indexed. Auto-applies low-risk fixes like services lists and category corrections.
Runs Google Ads on the specialty searches the chains underweight (paediatric audiology, tinnitus management, balance and vestibular, private hearing aid by brand). A small Meta layer retargets HSP enquirers with the private-upgrade content. Never bids on 'free hearing test' broad terms; the franchised chains buy that for $40 a click and you can't compete on volume.
Turns every consented clinical moment into a post in your voice: a REM verification carousel, a tinnitus management explainer, an HSP-vs-private comparison reel, a paediatric assessment day. Builds the clinical authority that justifies the private fitting price and earns the workplace-screening trust signal. You snap a clinic photo with consent, agent drafts the caption, you approve.
Drafts the longer-form pieces patients and HR managers search for: 'are private hearing aids worth it over HSP', 'what does an audiometric workplace screening actually involve', 'when should a child have their first hearing test'. Two a month, in your voice, that pull the consideration-stage search and the procurement-stage research before the call ever comes in.
Your first 30 days.
- Site imported, hosting bill cancelled
- Three-channel growth plan (private fitting, paediatric, workplace) delivered by Sam
- Google Business Profile flipped to 'Audiologist' with services list expanded
- Three specialty pages indexed on the long tail
- Google Ads campaign live on paediatric and tinnitus queries
- First fortnight of consented clinical captions queued
- HSP-to-private upgrade email sequence wired into the practice software
- Workplace audiometric screening B2B proposal template and outreach list ready
An independent audiology practice grows by being a clinician where the chains are a retail counter. The marketing that actually delivers this builds the specialty page library, the high-intent ad layer for paediatric and tinnitus, the consented clinical content that demonstrates real-ear-measurement and proper fitting depth, the HSP-to-private conversion sequence, and the B2B workplace screening outreach. All of it is weekly work that has to happen forever, and almost no independent does all five because there is nobody in the clinic with the time.
Agencies are too dear to actually do this work for $4k a month and they don't understand the HSP scheme, the private market, or the workplace-screening B2B motion. Tools are cheap but the paediatric page sits unwritten and the screening proposal never goes out. In-House is the third option: for $299 a month the agents ship the specialty pages, run the high-intent ads, post the consented clinical content, run the HSP-to-private upgrade sequence, and draft the workplace-screening outreach. You snap one practice photo, approve the week, done.